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.