One of the most useful tools for a modern hotelier is website analytics. Not only can you figure out where your visitors are coming from (both in terms of location and referrals), but you can use it to design your sales funnel, and to set your marketing and e-commerce goals. All that's needed is a free web app that is by far the most popular website analytics tool: Google Analytics. What began as a website analytics company called Urchin was quickly bought up by Google in 2005. Since then, Google has built out the service to include many useful features. And because it is such a common choice for web analytics, no matter what happens to your website, what system you use, or agency you work with, Google Analytics just works. Today, Google Analytics is one of the indispensable tools for any modern hotelier or hotel marketer.