oogle Analytics is used to track website activity such as session duration, pages per session and the engagement rate of individuals using the site, along with the information on the source of the traffic. It can be integrated with Google Ads,^[13] with which users can create and review online campaigns by tracking landing page quality and conversions (key events). 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. Google Analytics analysis can identify poorly performing pages with techniques such as funnel visualization, where visitors came from (referrers), how long they stayed on the website and their geographical position.