Google Analytics is a comprehensive web analytics service that provides businesses with detailed insights into website traffic, user behavior, and marketing campaign performance. The platform tracks website activity including session duration, pages per session, engagement rates, and traffic sources. Google Analytics 4 (GA4) uses an event-based data model with machine learning capabilities for predictive insights and behavioral modeling. The platform offers advanced features like cross-platform attribution, conversion tracking, audience creation, and integration with Google Ads for comprehensive marketing analysis. GA4 provides automated insights, anomaly detection, and AI-powered analytics to help businesses understand customer journeys across devices and platforms. The platform includes built-in automation, flexible reporting options, and seamless integration with other Google solutions. Google Analytics supports custom data analysis, real-time reporting, and offers up to 200 different metrics for measuring website performance. The platform is free for basic use and provides enterprise-level capabilities through Analytics 360.