tools//Google//analytics

Google Analytics is Google's web and app analytics platform, which tracks user behavior after visitors arrive on a site. The current version is GA4, which replaced Universal Analytics in 2024.

Google Analytics is Google's web and app analytics platform, which tracks user behavior after visitors arrive on a site. The current version is GA4, which replaced Universal Analytics in 2024.

It tracks pageviews, sessions, events, conversions and user journeys. It does not tell how Google sees the site (that is Google Search Console), and it does not manage users or infrastructure.

The real-time dashboard shows who is on the site right now, from where, and doing what.

Acquisition reports say where traffic comes from: organic search, social, direct, referral or paid.

GA4 uses an event-based model in which everything is an event (page_view, scroll, click, purchase), so the old distinction between hits and events is gone.

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