Any tool or program that tracks user behavior, such as traffic to a website, duration of visits, and conversions. Google Analytics is a popular product. Within the Google My Business dashboard, the latest iteration of analytics data is called Insights.
What is Analytics?
Analytics tools collect data from visitors to a website, including pages visited, how long they stayed, where they came from (e.g. search engines, referral links), and whether they completed goals such as filling out a form or making a purchase. By aggregating this data, analytics provides insight into how well a site performs and where improvements are needed.
This insight matters because numbers reveal what’s working and what’s not. Without analytics, you’d be guessing which content attracts users, which pages drive conversions, and which marketing channels bring traffic. With analytics, you can measure investments (like ads or new content) and compare results over time.
One key use of analytics is conversion tracking: defining “goals” (like a contact form submission, product purchase, or newsletter sign-up) and seeing how many visitors complete those. It helps you identify bottlenecks in the user journey and optimize each step.
Another practical benefit is segmentation breaking down user data by devices (desktop, mobile), location, or traffic source. You might learn that mobile users leave early, or that a particular referral site is bringing high-quality traffic. That directs where efforts should focus (e.g. mobile optimization or expanding referral partnerships).
Yes. Even a small site benefits from tracking basic metrics like visits, time on site, and goal completions. It helps you make informed decisions, not guesses.
A goal is a defined user action you want tracked—such as a form submission, click on a button, or purchase. Analytics methods vary, but every tool lets you set goals.