I decided to go straight to the source and find more on what Google Analytics is and what it list its features and benefits are. All of my information will be pulled from the Google Analytics website (https://marketingplatform.google.com/about/analytics/).

What is Google Analytics?

Google Analytics is a platform that collects data from your websites and apps to create reports that provide insights into your business. It works by first having you implement a JavaScript measurement code to each page on your site. That measurement code can then collect and track data on various aspects of your web page from how people got to your page and what ads they interacted with while on your site. It then sends that data to be packaged and compiled into reports.

Features of Google Analytics

The features Google promotes for its Analytics platform are:

• Built-in Automation
  • Google Analytics is using this automation to help predict trends on your site and provide actionable items to engage and retain viewers and visitors to your site. It also is able to answer questions about a metric or insight you are looking for with a search bar
• Reporting
  • It provides a variety of impactful reports that provide you with insight on how consumers interact with your sites and apps focusing on ease of navigation on the reports
• An Advertising Workspace
  • Allows you to quickly assess your advertising budget and success of campaigns to spend money efficiently in regards to advertising.
• Explorations
  • Allowing you to organize and access your data in a way that fits you.
• Data collections and Management
  • Collects, organize and manage your data
• Integrations
  • Works well with already widespread Google products.

Benefits

Benefits to having all that data in an easily accessible and easily understood format are it allows you to understand exactly how people are interacting with your site, without the hassle of a feedback email or similarly potentially unhelpful tool. You can then use this information to make more informed improvements and investments (both financial and time investments) into the site to smoothen the end-user experience of your site and engage with your target audience more effectively.