Google Analytics is a web-based analytical tool that provides insights into the behavior of visitors to a website or app. The platform is free and versatile and can help you make data-driven decisions about your marketing campaigns.

SEO (Search Engine Optimisation): Tracking keyword performance, CTR, average position and more with this metric is key to understanding what keywords are driving traffic to your site. You can also see which pages are ranking for certain keywords, how many times they get clicked on and what percentage of those clicks result in conversions.

PPC: Paid advertising using search engines and social media is another important metric that you can monitor with Google Analytics. It’s a great way to increase your site’s visibility and drive traffic.

Goals: The number of goals your site or app has is another metric that’s critical to your business success. For example, if you have an e-commerce site or a mobile app, you want to know how many people complete a specific task such as ‘add to cart’ or ‘finish a level’.

Real-time: This metric allows you to check what’s happening right now on your site. It will show you how many people are visiting, what pages they’re viewing and for how long.

Custom Dimensions: These are a set of parameters that you can add to your Google Analytics account to better understand how your users are interacting with your site. They can help you uncover new trends and areas for improvement.