Google Analytics is a web analytics tool offered by Google that tracks and reports on website traffic, currently part of the Google Marketing Platform brand. Since 2023, all Google Analytics accounts run on GA4, which replaced the older Universal Analytics with an event-based data model and closer integration with Google Ads.
Google Analytics tracks website activity, such as session duration, pages per session, bounce rate, etc., for individuals using the site, as well as information about the traffic source. It can be integrated with Google Ads, allowing users to create and review online campaigns and track landing page quality and conversion goals.
Goals might include sales, lead generation, viewing a specific page, or downloading a particular file.
Google Analytics‘ approach shows high-level, dashboard-type data for the casual user and more in-depth data in the report set.
Google Analytics analysis can identify poorly performing pages with funnel visualization, where visitors came from (referral), how long they stayed on the website, and their geographical position. It also provides more advanced features, including custom visitor segmentation.
Google Analytics e-commerce reporting can track sales activity and performance. The e-commerce reports show a site’s transactions, revenue, and other commerce-related metrics.
