Google AnalyticsConsumers might not know exactly what it is$,$ but marketers certainly do$,$ or at least they should. When you go to a website and view something, say a pair of shoes on Aldos website, and then see an ad later for Aldo showing the same pair of shoes you viewed before, Google Analytics is why. Google Analytics is one of the most common tool sets used to track and analyze website traffic. Website owners install a tracking code, and Google Analytics can provide insight into how users find and use the website. This information can then be used to target specific website visitors with a marketing campaign, which can also be tagged so the marketer has information about which campaigns work and which ones dont. Website owners can also determine where visitors live, which other websites send traffic to their website, which pages and content are most popular, what customers do once they arrive on the website, and a host of other important information useful for website management.How does it work? Google Analytics is based on data$-$analysis tools. The tools provide detailed reports about different aspects of website traffic. One of the main reports describes the visitors to the website. These Audience reports assess demographics, interests, locations, and other details about visitors and summarize the data so website owners can understand who visits the website. This is great information for target marketing. How do they get the demographic or interest information? Part of the information comes from online behaviour. If you watch The Simpsons, you are more likely to be a male under $35.$ If you watch Mean Girls, you are likely a female under $35.$ So$,$ some of the information Google Analytics provides is based on probabilities, given certain online behaviours. However, Google Analytics also uses information users provide themselves, such as their Google profile or information they provide and share on social networking sites. Google Analytics combines information to get the most accurate