Google Analytics is a web analytics service offered by Google that tracks and reports website traffic or activity such as session duration, pages per session, bounce rate etc.,. of individuals using the site, along with the information on the source of the traffic. It can be integrated with Google Ads, with which users can create and review online campaigns by tracking landing page quality and conversions. Google analytics analysis can identify poorly performing pages with techniques such as funnel visualization. It features also includes providing custom visiter segmentation, e-commerce reporting, real-time analytics, google website optimizer rebranded as Google analytics, cohort analysis, content experiments, etc.,.