Website analytics is the process of looking at how visitors find your website, and then behave once on it.
Google Analytics is the most popular Analytics service available and it's FREE which is probably why many websites are using it. While it is a trade-off.
It's tracks and stores personal information from website visitors which can be used for advertising and subpoenaed by lawyers. It's not very easy to understand and overkill for most businesses.
At Shinybot we switched to Fathom Analytics because it's privacy focused, cookie-free and does not track or collect any personal or private data from website visitors, lightweight so it doesn't slow down the website and offers an easy to understand dashboard that normal people actually want to view and is useful to them.
Check out Fatham Analytics for yourself.
You can login to view your analytics anytime by accessing your account in the Client Portal.