Google Analytics is a website analytics tool that provides marketers with insights into their site’s performance across various traffic sources. It is free to use and offers data on user behavior, such as page views and actions taken on the site. Google Analytics has undergone updates, with the previous version known as Universal Analytics (UA) and the current version known as Google Analytics 4 (GA4).

GA4 differs from UA in two key ways. Firstly, GA4 collects all web interaction data as “events,” whereas UA utilized multiple hit types. This event-based data model in GA4 affects metrics and reports within Google Analytics. Secondly, GA4 introduces a new account structure and the concept of a “data stream.” The property level in GA4 combines data from websites and apps into a single view, allowing for a comprehensive understanding of user behavior.

Google Analytics is used to answer important questions about a website’s performance, such as who visited the site, what actions were taken, when these events occurred, and where visitors came from. By analyzing this data, marketers can identify areas for improvement and optimize their results over time.

Google Analytics works by collecting data through a tracking code installed on the website. When a user visits the site, a cookie is placed in their web browser, which gathers information on their interactions. This data is processed by Google Analytics servers and made available for analysis in reports.

To set up Google Analytics, the process involves creating a GA4 property and installing the tracking code on the website. The first step is to create a Google Analytics account and give it a name. Then, a GA4 property is created, and the necessary information, such as the property name and reporting time zone, is provided. Finally, business information, such as industry category and business size, is submitted.

In conclusion, Google Analytics is a valuable tool for marketers to understand their website’s performance and make data-driven decisions. The transition from UA to GA4 has brought changes in terms of event-based data collection and a new account structure. However, by learning how to use Google Analytics effectively, marketers can gain valuable insights into user behavior and optimize their marketing strategies.