When we launch a new website, nearly all clients opt for us to include Google Analytics. It would be foolish, really, not to. . .it's free and offers a great deal of insight about your web traffic sources, number of page hits, what parts of your site are drawing the most interest and more.
But Google Analytics is not and was never intended to be a marketing automation platform. That is, a tool designed specifically to give your marketing (and sales) departments a way to measure the effectiveness of marketing campaigns, track leads, and create forms and landing pages, to name a few.
However a number of powerful and surprisingly affordable marketing automation systems are now available and catching on fast. Most are sold as cloud-based services that integrate pretty easily into a wide variety of sites. One that we've used for several of our client sites is called Pardot. And our clients swear by its effectiveness.