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Google Analytics is a free web analytics tool provided by Google that tracks website traffic and provides valuable insights into user behavior, including their demographics, interests, and the pages they visit on a site. It helps website owners and marketers to measure the effectiveness of their online marketing campaigns, identify areas for improvement, and optimize website performance. Google Analytics collects data using a tracking code installed on a website and provides reports on website traffic, user behavior, and conversion rates. It is a powerful tool that can help businesses make data-driven decisions to improve their online presence and increase their revenue.