Google Analytics, the leading measuring tool for analysing & comparing what visitors do on your website, is having a major change over the next year as it switches from Universal Analytics to Google Analytics 4. While GA4 is available now, the data is not retroactive, so the sooner you switch, the better.
Analytics is important but it's just another tool to help your marketing: you still need to know what questions to ask in order to benefit your business. What actions do you want people to take on your website? Where are you hoping to get them from and how can you measure how successful that is? A key improvement to GA4 makes it easier to answer these questions.