Google Analytics
Website traffic tool
Google Analytics is a free tool from Google for measuring website traffic. It shows how many people visit your site, where they come from, what they do, and how many complete a goal such as a purchase. The current GA4 version tracks behavior across both web and app through events.
How Google Analytics works
Once you place the tracking code on your site, Google Analytics starts recording every visit as a series of events: a page view, a click, a video play, or a form submission. It processes this data and reports who visits the site, from which source, and how they move around it.
The GA4 version is built on an event model rather than on page views like the older Universal Analytics. This lets it connect a user’s behavior across both website and mobile app and handle privacy better without relying solely on cookies.
What Google Analytics reveals about your business
Analytics answers the questions that decide where to put your money. Which traffic source brings the most customers? On which page do people leave without ordering? How many buy from a phone? Without these numbers you optimize your site and marketing blindly.
Analytics delivers the most value once you set up conversions in it, meaning the actions that truly matter to you. Then you see not just traffic but which campaign or channel actually pays off.
- Traffic sources: search, ads, social media, email, and direct visits.
- Behavior: which pages work and where visitors lose interest.
- Conversions: how many people complete a goal and which channel brings them.
- Devices and audience: the share of mobile, location, and visitor type.
Want to profit from your data, not just collect it?
Explore our SEO servicesFrequently asked questions
Is Google Analytics free?
Yes, the standard GA4 version is free and more than enough for most companies. The paid Analytics 360 version is aimed at large enterprises with huge data volumes and specific requirements.
Is Google Analytics GDPR compliant?
You can deploy Analytics in a GDPR-compliant way, but it requires proper setup: cookie consent via a banner, anonymization, and limiting the collection of personal data. Deploying it through Google Tag Manager and consent mode makes this easier.
What is the difference between GA4 and Universal Analytics?
Universal Analytics measured mainly page views and Google has shut it down. GA4 is the new generation built on events that unites web and app and puts greater emphasis on privacy. Today GA4 is the only active version.