Web analytics is the procedure for analyzing the behavior of visitors to a website. This involves tracking, Reviewing and reporting data to measure web activity, . .. Any company can access big data analysis capabilities that make personalized customer relationships possible. Big data drives machine learning. The algorithms that drive machine learning need massive amounts of information to use as a starting point. Google analytics is a web analytics service that provides statistics and basic analytical tools for search engine optimization seo and marketing purposes. The service is within the google marketing platform and is offered for free to anyone with a google account. Web analytics is the collection, Reporting, And analysis of website data. The focus is on identifying measures based on your organizational and user goals and using the website data to evaluate the success or failure of those goals and to drive strategy and improve the user s experience.