Anonymous data is recorded for user traffic to purely help improve the build of the website. None of this data is sold on by the website. No adverts have be placed on the website to make use of this data, i.e personalised adverts. As mentioned, this data is not tied to you individually and cannot identify you. This data is held and managed by Google.
Used for the contact form; Google uses data on a points based system to determine whether the contact form submission is from a human or from a robot, thus helping to combat spam.