Google Analytics allows you to track valuable audience data to determine the channels that drive the most traffic to your website. It also helps collect information about the people visiting your website, age, gender, interests, devices, and location.

Google Analytics does not allow you to track individual users.

Google Analytics customers are prohibited from sharing personal information with Google. It prohibits collecting personally identifiable information (PII) such as names, social security numbers, email addresses, or similar data. Also, data that permanently identifies a particular device, such as a mobile phone’s unique device identifier, cannot be collected.