Google Analytics is a free web analytics tool offered by Google to help you analyze your website traffic. If you do not have a Google Analytics account, you can create a free account here - https://marketingplatform.google.com/about/analytics/.
In UserRoll, you can set your Google Analytics ID to analyze the traffic of your event pages, the flow of how they find your event page, and the conversion of your online marketing channel, etc. to provide a better insight of your event marketing.
To add the Google Analytics code,
Select the "Google Analytics Code" under the Setup tab.
Enter the Google Analytics ID (E.g., UA-XXX1234-X)
Click Save Changes.
After that, log in to your Google Analytics admin and view the traffic of your event pages. To see the test traffic, you can visit the event page.
To know more about Google Analytics, check out the following resources: