This is an invaluable tool for your business. Take a look at the individual panels of information to better understand what you will have access to. Besides knowing how much traffic your website is really getting, you will know from where, what terms are used to find your sites information (titles of antiques you add are important), what search engines are being used, what pages are being viewed (in order), how often a person comes back to your site and how many pages they view, what they view. An example: You spend money on an advertisement banner on another website. You will want to know how successful that investment is, and you can do so by seeing how much traffic is driven to your site.