To masure our website traffic it is recommended to use applications that provide accurate and detailed results. The most commonly used external measuring tools are Google Analytics, Gemius, Webaudit and Alexa. To this day only WebAudit and Gemius are audited applications that provide widely accepted traffic data.
While Google Analytics is a professional application it is not considered as a certified traffic measurement tool. In its current form it is a private application designed for the internal use of websites. Audited data is in many cases available for the public. (The decision to make traffic data public belongs to the operator othe website.)