When it comes to web analytics tools, Google Analytics is the gold standard. It’s simple to set up, customizable, and provides all the basic information you could want about your site. With Google Analytics, you can collect data on your audience (such as age, location, and devices), and observe how visitors find, interact with, and leave your site. As it’s so popular, Google Analytics tends to be easy to integrate with other platforms. If you aren’t sure which web analytics tool is right for you, you can’t go wrong with this one.