What It Is
Google Analytics is a free service that tracks how people use your website. After a small tracking code is added to your site, it reports how many visitors you get, how they found you (search, social media, ads or other sites), which pages they view, what devices they use and whether they complete actions like submitting a form. The current version is GA4, which replaced the older Universal Analytics.
Why It Matters for Your Business
Analytics turns guesswork into evidence. A landscaper might discover that most quote requests come from visitors who read the patio page first, or that phone users leave the contact page quickly because the form is hard to use. Those insights show where to invest and what to fix, instead of redesigning based on hunches.
Good to Know
Tip: set up key events (GA4’s name for important actions, formerly called conversions), such as form submissions, phone link clicks and bookings. Without them, you only see traffic, not results. Also check whether your site needs a cookie consent banner, depending on where your visitors are and which privacy laws apply to you.