Google Analytics

Google Analytics is a web and app analytics platform that collects data about how users interact with your website or mobile applications. It provides detailed insights into audience behavior, traffic sources, engagement patterns, and conversions. Google Analytics 4 (GA4) is the current version, offering event‑based tracking, cross‑device measurement, and deeper integration with Google’s advertising and cloud ecosystem.

Benefits of Google Analytics

• User behavior insights: Tracks how users navigate your site—pages viewed, session duration, engagement rate, and drop‑off points.
• Traffic acquisition reporting: Identifies how users arrive (search, ads, referrals, email, social), enabling optimized marketing strategies.
• Conversion and goal tracking: Measures purchases, sign‑ups, downloads, or other key actions to evaluate campaign performance.
• Event‑based analytics (GA4): Moves beyond sessions to track granular user interactions across web and app properties.
• Cross‑platform and cross‑device reporting: Provides a unified view of user journeys across multiple devices and apps.
• Integration with Google products: Works seamlessly with Google Ads and BigQuery for advanced attribution, segmentation, and custom analysis.

Typical Use Cases

• Measuring website traffic, engagement, and user behavior to improve content and site performance
• Evaluating digital marketing campaigns and optimizing ad spend using acquisition and conversion data
• Tracking e‑commerce performance, product interactions, and revenue metrics via GA4’s enhanced e‑commerce features
• Understanding audience demographics, devices, and geographic distribution to refine targeting strategies
• Building end‑to‑end analytics pipelines using GA4 + BigQuery exports for advanced modeling and reporting