Add to ORKGThe purpose of this bachelor thesis is to show the use of web analytics system Google Analytics with the help of modern tools on the example of a specific company. For this purpose, it was chosen, one of the most widely used systems in digital marketing and detailed website traffic statistics. In the first part of the work, a detailed description and individual principles of digital marketing at present. Introduction to the history of web analytics and the Google Analytics system and its tools. The second part of the work is to present general information about a multinational company dealing with modern technologies, which requires anonymity due to data sensitivity. The practical part of the work is a summary and interpretation of data col...