Google Analytics is a web analytics service offered by Google that provides statistics and basic analytical tools for search engine optimization (SEO) and marketing purposes. It is a platform that collects data from websites and apps to create reports that provide insights into businesses. Some key features of Google Analytics include:

• Data Collection: Google Analytics acquires user data from each website visitor through the use of page tags. A JavaScript page tag is inserted into the code of each page. This tag runs in the web browser of each visitor, collecting data and sending it to one of Googles data collection servers.

• Reporting: Google Analytics can generate customizable reports to track and visualize data such as the number of users, bounce rates, average session durations, sessions by channel, page views, goal completions, and more.

• Integration: Google Analytics can be integrated with other Google solutions to get a complete understanding of marketing efforts and enhance performance. For example, it can be integrated with Google Ads to track landing page quality and conversions.

• Mobile App Tracking: Google Analytics provides an SDK that allows gathering usage data from iOS and Android apps, known as Google Analytics for Mobile Apps.

Google Analytics is used to track website performance and collect visitor insights. It can help organizations determine top sources of user traffic, gauge the success of their marketing activities and campaigns, track goal completions, discover patterns and trends in user engagement, and obtain other visitor information such as demographics. It is a free service that offers basic analytical tools and statistics used for SEO and marketing.