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In the past, there was no way to tell what users did when they visited a website. The few tracking methods that existed were awkward and inefficient, and often the only data available was the fact that you got a visitor.

Nowadays, programs can track everything from what parts of the page people click on to even full session replays. The information available to you is so much more varied and useful.

With modern tools like Google Analytics, you can really get to know your audience. It’s even possible to anonymously track individual users across sessions, or to segment and target groups of people based on their demographics, locations, and interests.

Learning the particulars of how people browse your site and what’s causing them to leave it is data that can help you retain more users. If you notice a problematic bounce rate or a certain page that seems to be causing people to leave more often, you can take steps to correct the issue.

Analytics trackers are also a great way to gauge how well your marketing efforts are doing. Is your latest promotion having an impact, or is traffic stagnating? Are people clicking through your CTAs and going to the right page?

But the best reason to use Google Analytics is simply that it’s free, and within a matter of a few minutes, you can start collecting data. Even if you don’t plan on constantly monitoring the graphs, you can set it up now and have plenty of data to work with if you need it later.

There’s no reason not to use it, and the benefits far outweigh the small cost of the short setup time.