People might think of Universal Analytics (UA) or a similar name when they hear "Google Analytics," a popular web tool that's as in-depth as it is accessible on devices like tablets. What might ...

Brands and marketers alike are going to need to calibrate how they look at the data—because those KPIs we all love are getting a shake-up as well.

Marketers breathed a sigh of relief last week when Google announced that it will postpone sunsetting the current version of its web analytics product, Universal Analytics.

Even if you have used Web analytics software in the past, Google's certification program gives you a structured path to master Google's free analytics suite.

A lot of sites fixate on what their Web analytics, packages like Google Analytics and Ominiture, tell them.

What does Web analytics actually mean? Find out inside PCMag's comprehensive tech and computer-related encyclopedia.

Web analytics help companies to gain direct insights into how the website is performing and what the customers are saying about the products.