We use google analytics to get insights into our visitors to our websites behave on a daily basis, and the key characteristics of these visitors. We use this information to analyze steps to improve our service.
User insight : Google analytics provides us fantastic data about users who have visited our platform on an average level. Letting us know personal data like what mobile phone they use, their ISP provider, average gender of web visitors, etc.
Page testing : Google analytics helps rate each page on our website, putting into perspective things like how fast our page loads, caching capability of each page, etc.
Process flow : Google analytics allows us set a process flow from starting from when a user "visits the website" to the goal of successfully "ordering a ride". Thereby allowing us gain insights into the percentile of users who completed this goal, and the ones who didn't.