Data is at the heart of digital marketing, and Google Analytics makes collecting data easy. Google Analytics tracks and measures website traffic. This free tool allows digital marketers to collect data on website visitors, create a target audience, and measure the effectiveness of marketing strategies. 

Google Analytics is currently used by 37.9 million websites on the internet, indicating its popularity and the trust businesses place in its capabilities. Given its widespread use and valuable data-driven insights, learning to use Google Analytics can significantly enhance an individual's skill set, making them more competitive in the increasingly digital job market.

As more and more businesses expand their digital presence, how they market themselves has also gone digital. While there is still utility in advertising in places like magazines and newspapers, it’s more common for marketing professionals to focus their attention on digital spaces.