The purpose of this paper is to research web analytics as a part of internet marketing and web analytics tools, with emphasis on Google Analytics. The theoretical part takes a more in-depth approach to explaining internet marketing, a field which, among other things, also encompasses web analytics. After that, the paper talks about web analytics itself, starting from the definition of the term, after which it gives a short overview on the history of the field, from its beginnings and first tools, up to their evolution into modern day web analytics tools, whose main representatives, as well as key performance indicators which are being tracked by said representative tools, are also overviewed in the theoretical part. The practical part of the paper starts by showing the process of setting up Google Analytics on a website and continues by showcasing and explaining one report from each category, categories themselves being User and Life cycle. All shown reports were made by using the Google Analytics demo account, while the information given on aforementioned topics was mostly gathered from books on web analytics and digital marketing, as well as the official Google Analytics documentation. The discussion points out the advantages and disadvantages of Google Analytics. The most prominent advantage being the amount and the accessibility of relevant information, while the main disadvantage is the growing trend of online privacy which is interfering with the gathered data. The conclusion sums up the results of the practical part of the paper.