Google Analytics is a powerful and free tool that allows website owners to deeply analyze visitor behavior on their site. With Google Analytics, it is possible to track key metrics such as the number of visits, session duration, most viewed pages, and conversion rates. The tool also provides insights into traffic sources, whether through search engines, social media, or other channels. By understanding how users interact with a site, businesses can make informed decisions to enhance the user experience, optimize content, and adjust their marketing strategies. Google Analytics is thus essential for maximizing website performance and achieving business goals.