This article presents opportunities for the use of Google Analytics, a popular and freely available web analytics tool, to inform decision making for digital archivists managing online digital archives content. Emphasis is placed on the analysis of Google Analytics data to increase the visibility and discoverability of content. The article describes the use of Google Analytics to support fruitful digital outreach programs, to guide metadata creation for enhancing access, and to measure user demand to aid selection for digitization. Valuable reports, features, and tools in Google Analytics are identified and the use of these tools to gather meaningful data is explained.