Can you imagine the advantage the owner of a department store would have if they had invisible robots at the entrance of the store who were able to follow their customers around, from the moment they stepped into the store, to the moment they left? If these robots were able to identify how that individual arrived to the store, every item they looked at, every product they saw and whether they purchased or not, it would be very advantageous to the owner. Best of all these Robots work for you for free!
In a world where everything is digital (or, if not, it’s definitely it's moving that way), we are completely reliant on website analytics data to help us understand which of our marketing efforts is working and which isn't.
Google Analytics is often criticised for data mismatching or lack of functionality but the bottom line is for a free Analytics tool it allows you to run thousands of reports and gives a good indication of user behaviour on your website.