Welcome back. Google Analytics is the main objective of this lesson. It is a tool available to anybody and can be used for free or at the paid enterprise level. Google Analytics is not an SCO reporting tool per se, but the reporting available there can give you a deep understanding of the overall user experience on your website. We'll cover some basic reports and set ups in Google Analytics in order to get the most out of this platform. I'll also touch on the Adobe Marketing Cloud Platform for those interested in enterprise level platforms. In this lesson, you'll learn about Google Analytics and how to set it up, a few basic reports that can be used, and how to get the most out of the data that's of interest to you. Google Analytics is the most common platform on the market. The free version of GA can tell you many valuable things about your website. So here are some benefits to motivate your exploration of Google Analytics. You can set up goal tracking and e-commerce tracking. You can even set up a site search. There's a feature called annotations, which provides context around what is happening on the site. You can even track e-mail or advertising, and set up advanced segments into a dashboard format. I highly recommend using Google Analytics, far beyond just SCO. Most small and medium businesses use Google Analytics, but they may struggle to get it set up. Therefore, they fail to gather the meaningful data it can provide. Given that Google Analytics has a significant learning curve, I recommend using the Analytics Training & Support information Google provides and keeps updated. Check out the Analytics Academy, which offers free online courses, also consult their YouTube Analytics channel. Additionally, the Analytics blog provides help for those who are interested in doing development in the Analytics platform. Make the most of these learning opportunities to maximize the benefits. I also strongly recommend using the Google Analytics User Starter Bundles. This gives you the recommended must have dashboards, custom reports, and segments for any new GA user. This includes visitor acquisition efficiency, mobile metrics, SEO referring pages, and even e-commerce traffic custom reports. When you put this bundle in place and import it into your GA instants, it delivers an excellent understanding of some deeper types of data. If you want to go further, I suggest you go into the Google Analytics Solutions Gallery. There, look at the category called, Organic Search, or do a keyword search on SEO. You'll find many user-generated dashboards that have been described and evaluated by various users. These include star ratings and context about what that module represents. You are then able to import this from the Gallery directly in your Analytics environment, and make use of it out of the box.