Google Analtyics, or GA, is a free service provided by Google that allows you to track traffic — and many other metrics — to your web site. In its simplest form, you can see who is coming to your site, where they’re coming from, how long they’re staying and so forth.

But GA can be much more than that. You can also set goals to see if your campaigns are turning into leads; track links that lead off of your web site; tie your ads to your site and get a fuller picture; create a custom dashboard to instantly see the most important data for your site; or have those same important metrics emailed to you on a regular basis.