Google Analytics is a free web analytics tool that generates detailed statistics about activity on a website. On its website, Google explains that the system “helps you analyze visitor traffic and paint a complete picture of your audience and their needs, wherever they are along the path to purchase.”
Google Analytics uses first party cookies on each visitor’s computer that store anonymous information. This is what aggregates visitor data into your account. Learn more about cookies from Google itself.
Website owners have created their accounts not only because it is free to use (and popular), but because it is reliable. You will get a wealth of knowledge about your site, and Google has made this software as simple as possible for you to get started.
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