The purpose of this paper is to analyze the usefulness and description of the functionality of the Google Analytics tool used in web campaign analysis. It is necessary to see whether Google Analytics is a sufficient and useful tool with which companies will get the appropriate information that will help them make better decisions and attract more visitors and customers. What is Google Analytics? This tool is used to provide statistical reports on website visitors, such as who makes up the largest number of visitors, which pages they visit most often, what activities they perform on the company’s website, and more. In order to better explain Google Analytics and its features, Factory offered an insight into their Google Analytics for the purpose of writing this paper, and their results and reports explained the purpose of this tool and everything it offers. The results were described about the visitors of their website, and they were used to learn a lot about the progress of advertising the company itself. The most important data for the company's business are as follows: the Factory website is visited by about 2980 users per month, of which 2760 are new visitors, which means that it attracts a large number of new visitors, the largest number of visitors comes from browsers and the smallest number of visitors comes from social media, most of the time visitors use their computers to search the informations they need and one of the most important reports is the one that tells which pages are most visited, and on which visitors lose interest and exit. The conclusion is that Google Analytics has a big importance in companies because it can quickly and easily track the data that all companies need. Google Analytics offers great advantages while the disadvantages are completely negligible, and for this reason this work should be useful to anyone who is hesitant whether to use this tool in their business or not.