In Short, What is Google Analytics?

Google Analytics is, literally, Google’s analytics platform that measures actions and events on a website using a tracking code.

It does not provide statistical data, as some reports are based on traffic samples, but is more of a trend application that tells a story of what is happening on the website and how the visitors are engaging with it.

The basic version of GA is free and can be installed easily on nearly every website using a plugin, or GTM. This is one of the first things we want to look at when retrieving initial data.