The default option for most, Google Analytics is free, yet powerful enough to cater to a huge range of tracking requirements. Installed with a single tracking code, you can unlock the full power of your data by using a range of different reports, tools, goals and filters, to set-up data tracking that reflects your business objectives and makes it easier for you to optimise your website in the round. Aside from tracking your traffic to fine-grain detail, Analytics also allows you to set up funnels, custom metrics and goals, and even conversion testing, so you can run side-by-side variant tests to optimise for particular goals. Analytics can be huge, and there are a number of other add-ons and additional functions you can use to make the most of your Google Analytics account.
