Google Analytics (GA) is a free tool that allows website owners to collect, track, and analyze statistics about their site users. Based on the obtained data, it enables optimization and additional adjustment. Google Analytics has become an integral part of evaluating the success of most e-shops. With it, you have an overview of your website traffic, the average duration of each visit, etc. You can also see at which stage the customer completed the purchasing process. Using GA, you can monitor your website traffic, its development, conversion rate or visitor behavior. GA will also show you whether visitors arrived at your site directly or through links, the effectiveness of your advertising, SEO success, etc.