Google Analytics
Google free web analytics service tracking website traffic, user behavior, and conversions.
Definition
Google Analytics is a web analytics service offered by Google that tracks and reports website traffic. Now in its fourth generation (GA4), it provides insights into user behavior, traffic sources, conversions, and audience demographics.
GA4 uses an event-based model and machine learning to provide cross-platform tracking, predictive metrics, and privacy-centric measurement. It integrates with Google Ads and other Google marketing products.
Why It Matters
Google Analytics is the most widely used web analytics platform, making it essential knowledge for digital marketers. Understanding GA4 enables better attribution, audience targeting, and marketing optimization.
The shift to GA4 represents a fundamental change in measurement methodology, requiring professionals to adapt their analytics approach.
Examples in Practice
Marketing teams use GA4 to track conversion funnels, identifying where users drop off during checkout. The platform enables audience segmentation for remarketing campaigns through Google Ads integration.
Event-based tracking in GA4 allows detailed measurement of video views, file downloads, and custom interactions without additional code.