GAAP (Generally Accepted Accounting Principles) are the common set of accounting principles, standards and procedures that provide guidelines for financial accounting and reporting. GAAP aims to ensure that financial reports present a fair representation of a company's operations and financial position. It establishes standards for revenue recognition, asset and liability classification, and equity measurements. The GAAP principles are divided into accounting concepts like separate entity, money measurement, and dual aspect concepts, as well as accounting conventions regarding full disclosure and materiality.