Google//Analytics

Google's web and app analytics platform — tracks user behavior after they arrive on your site. Currently on GA4 (replaced Universal Analytics in 2024).

Google's web and app analytics platform — tracks user behavior after they arrive on your site. Currently on GA4 (replaced Universal Analytics in 2024).

Tracks pageviews, sessions, events, conversions, user journeys

Real-time dashboard: who's on the site right now, from where, doing what

Acquisition reports: organic search, social, direct, referral, paid — where traffic comes from

Event-based model (GA4): everything is an event (page_view, scroll, click, purchase). No more "hits" vs "events" distinction.

Does NOT tell you how Google sees your site (that's Google Search Console). Does NOT manage users or infrastructure.

Privacy pressure: GDPR cookie consent, ad blockers, and browsers killing third-party cookies reduce its accuracy. Server-side tracking and Measurement Protocol are workarounds.