Google Analytics is a robust web analytics platform provided by Google that enables website owners and digital marketers to track, measure, and analyze various aspects of website traffic and user behavior. It provides valuable insights into how visitors interact with a website, including information about their demographics, location, the pages they visit, the time they spend on each page, and the actions they take (such as completing a purchase or filling out a form). This data helps businesses make informed decisions to optimize their online presence, improve user experience, and refine their digital marketing strategies for better performance and conversion rates.