Google Analytics is used to track the website activities of the users such as session duration, pages per session, bounce rate, etc. along with the information on the source of the traffic. It can be integrated with Google Ads, with which users can review online campaigns by tracking landing page quality and conversions (goals). Goals might include sales, lead generation, viewing a specific page, or downloading a particular file. Google Analytics' approach is to show high-level, dashboard-type data for the casual user, and more in-depth data further into the report set.