Google Analytics (GA)

Joran Hofman
March 6, 2021

What is Google Analytics?

Google Analytics is a web analytics tool and service offered by Google that reports and tracks website traffic. It gives you a deep look at your website and/or app performance. It integrates with Google's advertising and marketing platforms and sub-products. Started operations in 2005.

How Does Google Analytics Work?

Google Analytics works with "page tags," called the Google Analytics Tracking Code (a snippet of JavaScript code) added to every page of the site by the website owner. This code runs in the client browser once the user enters and browses the page and sends the visitor data collected to a Google data collection server. 

After installing the tracking code on a website, the Goal setting should be configured—goals signal Google Analytics when a relevant event occurs on the website.

Another thing to set up is Site Search. This is the case when a website has a search box. This will allow Google Analytics to analyze any searches made on a website. This leads to learning more about what a visitor is looking for on specific pages.

After the configuration steps come the part of the measure, analysis, and observation of the data, mainly through the reports and their different types:

  • Audience Report, which indicates everything you want to know about the visitors to a site.
  • Acquisition reports, which indicate what things led visitors to a site.
  • Behavior reports, which indicate what´s related to the content, most visited pages on the site, searched terms
Recommend Reading; Google Analytics G4 Property

Why is Google Analytics Important?

Tracking progress and performance makes analytics high-impact for marketers.

Google Analytics provides access to a massive amount of data related to how users find and interact with a site;

  • How many people visited a specific page?
  • How long did they remain there?
  • Where do the users live?
  • How certain keywords perform?

This information is important to determine if SEO strategies are effective and to find areas where you can improve.

Google Analytics can be added to a website through your WordPress plugin, Site Kit, or via code.

Google Analytics is used to track the website's activities, such as the duration of the session, the pages per session, the bounce rate, etc., of people using the site and information about the traffic source. It can be linked with Google Ads.

Google Analytics analysis can pinpoint poorly performing pages with techniques such as funnel visualization, visitors' place of origin, time spent on the website, and their geographic location.

Google Analytics E-commerce reports can track sales activity and performance, display transactions, revenue, and many other statistics related to a site's commerce. It shows real-time analysis, which helps the user to know the visitors who are on the site at the current moment.

Google Analytics cohort analysis helps to understand the behavior of component user groups as well as their user population. It is useful for marketers and analysts in implementing a successful marketing strategy.

How To Install Google Analytics?

To start collecting data from a website:

1. Create or log in to an Analytics account: Go to; here, there are two options:

Create an account, click Start free or login to your account, click Login to Analytics.

2. Set up a property in your Analytics account.

3. Set up a report view mode on your property.

4. Follow the instructions to add the tracking code to your websites so that you can collect data on your Analytics property.


  • Grant permissions to make configuration changes and interact with the data.
  • Link your Google Ads and Analytics accounts so that you can share data between them.
  • Configure reporting views so that you can align Analytics users and relevant data.
  • Set goals to outline what you want users to do on your site or app and to put a monetary value on those actions.
  • Browse the Solution Gallery for custom segments, dashboards, and reports that you can use in your account.

Change your tracking code to obtain and collect additional data such as:

  • User interactions with links, buttons, video controls, and other dynamic elements of your site or application.
  • E-commerce activity such as user engagement with product listings and internal promotions and how users successfully moved through their purchase funnel and checkout process.

Once you've installed the tracking code on your site or app, and set up your Analytics account, download the Analytics app from Google so you can take Analytics reports anywhere.

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