Google Analytics is a free Web analytics service capturing search engine optimization (SEO) and marketing statistics. It is the most basic analytical tool with high-end functionalities. Any Google account user can avail the analytics service by an easy login in google analytics. This provides accurate statistics about the traffic, lead conversion and searches keywords used by your website. The main feature of Google Analytics includes Custom reports, Data visualization tools which track the change in the data performance over time, dashboards, scorecards, movie charts, Segmentation for subsets analysis Custom reports, Gmail compatibility as well as compatibility with Adwords, Optimizer and Public Data Explorer.