Google analytics (GA)
Google Analytics is a free web analytics from Google company. It is the most widely used tracking tool in the market for web and clickstream analysis. The analytics software analyzes in its figures and statistics in detail the user behavior in real time and as statistics over different time periods.
It analyzes the number of times the website is accessed and the web pages viewed. The statistics show the viewing time, the number of sessions and the search criteria. Furthermore, the traffic analysis examines the visitors according to certain criteria. These include geographical criteria, demographic characteristics, technical equipment such as the browser used or the operating system used.
The web analysis reveals the browser used, as well as the operating system and whether the visitor is using a mobile or stationary device. Demographic characteristics about age and gender, about frequency of use, about user behavior, conversion rate and much more.
With Google Analytics, success controlling for Google Adwords marketing activities is possible. The analysis software required for Google Analytics was originally developed by Urchin Software, a company acquired by Google in 2005. There is always criticism of Google Analytics from the data rights side, as it enables the systematic collection of data traces of Internet users.