Google Analytics
Google Analytics is a free tool from Google that tells you what's happening on your website — how many people visited, where they came from, which pages they read, and how many left without doing anything. It's one of the most useful free tools available to any business with a website. The key things to check regularly are your total visitor numbers, your most popular pages, and where your traffic is coming from (Google search, social media, direct). The current version is called GA4.
Real-world example
A Waterford B&B owner checks Google Analytics every Monday morning to see which booking pages people visit most, and noticed that her 'Rates' page was getting traffic but no enquiries — prompting her to simplify the pricing layout.
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