An e-commerce startup can leverage Google Analytics to increase sales and customers in several ways:

1. Tracking website traffic: Google Analytics provides detailed insights into website traffic, including the number of visitors, their demographics, and the sources of their traffic. By analyzing this data, the startup can identify which marketing channels are driving the most traffic and focus their efforts on those channels to increase customer acquisition. For example, if the startup notices that a significant amount of traffic is coming from social media, they can invest more in social media advertising or content marketing to attract more customers.

2. Understanding user behavior: Google Analytics offers valuable information about user behavior on the website, such as the pages they visit, the time spent on each page, and the actions they take (e.g., adding items to the cart or abandoning it). By analyzing this data, the startup can identify potential bottlenecks or areas for improvement in the user experience. For instance, if the startup notices a high cart abandonment rate on a particular page, they can optimize that page to reduce friction and improve conversions.

3. Conversion tracking: Google Analytics allows setting up conversion tracking, which enables the startup to measure the effectiveness of their marketing campaigns and identify which channels or campaigns are driving the most sales. By setting up goals or e-commerce tracking, the startup can track specific actions that lead to a conversion, such as completing a purchase or signing up for a newsletter. This data helps the startup allocate their marketing budget more effectively and focus on campaigns that generate the highest return on investment.

4. A/B testing: Google Analytics provides the ability to conduct A/B tests, where different versions of a webpage or marketing campaign are compared to determine which one performs better in terms of conversions. By testing different variations of their website or marketing strategies, the startup can optimize their sales funnel and improve the user experience. For example, they can test different headlines, call-to-action buttons, or pricing strategies to see which version drives more sales.

5. Remarketing: Google Analytics integrates with Google Ads, allowing the startup to create remarketing campaigns targeted at users who have previously visited their website. By creating customized ads tailored to specific user segments, the startup can re-engage potential customers and increase the chances of conversion. For instance, if a user added items to their cart but didn't complete the purchase, the startup can show them targeted ads with a discount or reminder to encourage them to return and complete the purchase.

References:
- Google Analytics: https://analytics.google.com/
- Google Analytics Academy: https://analytics.google.com/analytics/academy/