Google Analytics is a web analytics service offered by Google that helps website owners track and analyze their online traffic. It provides valuable insights into how users interact with a website, including data on visitor demographics, behavior, and the sources of traffic. This information can help businesses understand their audience better and improve their online presence. The platform allows users to set specific goals, such as tracking conversions or user engagement, and generates reports that highlight key performance indicators. By utilizing Google Analytics, businesses can make informed decisions to enhance their marketing strategies and optimize their websites for better user experience.