Web analytics involves the analysis of qualitative and quantitative website data to drive continual improvement of the customer experience and achieve desired business outcomes. It is important to use web analytics to gain actionable insights rather than just looking in the rear view mirror. Implementing a full web analytics program requires setting goals, training, custom reports, and taking actions based on insights to drive uplift. Google Analytics is a powerful and free tool that can provide valuable reporting and insights to organizations, especially when the right resources are dedicated to analyzing the data. While some were skeptical of a free tool in the past, Google Analytics competes with top paid solutions and is a strategically important product for Google's large advertising business.