Google Analytics (base platform) is a free website analytics tool provided by Google to better interpret and understand website performance and user interactions on your website. There is a premium version of Google Analytics, called Google Analytics 360 that is part of Google’s Marketing Platform that enables better tracking and other capabilities.
Google Analytics is the most popular analytics platform on the web, empowering small, medium and large organizations. It easily connects with other marketing platforms both within Google’s suite of marketing tools and outside of. It easily connects with Google Ads, Google Webmaster Tools / Search Console, Google Optimize, and more.
In addition to allowing an organization to better track performance and conversions, it also allows for audience creation to be utilized in other Google products.
Google Analytics has gone through many versions throughout its tenure. Initially part of the acquisition of Urchin (the organization responsible for UTM tags), as of October 2020 Google Analytics is in its 4th iteration known as GA4.
Other popular analytics software exist including Adobe Analytics, Hot Jar and Lucky Orange, and more recently Microsoft Clarity.