In 2005 Google bought another analytics platform called Urchin, renamed Google Analytics, and made it free.
At that time, all analytics platforms charged monthly fees for consultation.
Google Analytics is the most popular website analytics tool, mainly because it's free and it's a Google product.
Google Analytics should be installed on every commercial website to track traffic and referral sources.
What are the main features of the product?
Track website traffic
You can simply see how much traffic your website is getting and from which sources, it helps you measure your marketing efforts. You can compare your traffic to previous months or years and also understand seasonal trends.
Track social media traffic
You can track referral traffic and know which sources send you the most traffic, such as social media.
If you are doing commercial break as banner ads on different websites, you can also see how much traffic each site is sending to you and measure the success of your advertising.
You can also how many times your banners are displayed using tracking codes and pixels and see the results in your analytics.
You can track the success of email marketing in Google Analytics.
It keeps track of your SEO results
You can see the amount of traffic coming from each search engine and even see some of the keywords that Google sends you.
If you advertise with Google Adwords, you can link your account to AdWords and get traffic and conversion statistics on Google Analytics.
If you sell products online, you can easily see statistics on how many sales you have had on a daily or monthly basis, and even see the amount of clicks on each keyword you bid on.
If you don't sell a product or service online, you should at least track the number of leads you receive from your website from the contact form.