google analytics is a free web analytics tool from google that collects data on website and provides insights on website performance and marketing campaigns.
additionally, it offers information about your audience, such as where they come from, what pages they engage with, and the actions they take. it shows you the customer journey from initial awareness to final conversion, thus helps you gain insights into their preferences, pain points, and overall experience.
what is google analytics?
how does google analytics work?
google analytics feature
reporting in google analytics
important google analytic metrics —
users
bounce rate
sessions
average session duration
percentage of new sessions
pager per session
goal completions
pageviews
metrics vs. dimensions
user acquisition data vs. user behavior data
google analytics 4
universal analytics vs google analytics 4
google analytics 4 —
universal analytics —
benefits and limitations of google analytics 4 —
setting up a google analytics (ga4) account —
log in to google analytics
create a property
create a data stream
install your measurement code
how to ensure accurate tracking in ga4 —
set up conversions
set up recommended events in ga4
set up custom events in ga4
use custom dimensions and metrics
remove unwanted referrals
google analytics integrations —
google analytics works with other google solutions and partner products to provide a unified view of customer data, enabling more accurate data-driven decisions for improved user experience, targeted marketing, and higher conversions. this integration allows for smarter insights, such as understanding the entire customer journey across platforms, creating more powerful audience segments for ad campaigns, and taking actionable steps to optimize marketing performance and roi.
benefits of google analytics integration —
unified customer view:
— see the full customer journey — integrate with platforms like google ads, display & video 360, and google search console to get a comprehensive view of how users interact with your brand across website, apps, and other marketing touchpoints.
— contextualized data — combine website, app, and advertising data to understand what marketing efforts are driving user engagement and conversions.
enhanced marketing performance:
— smarter bidding & targeting — utilize audience data and insights from analytics in your google ads campaigns to optimize bidding, create more effective audiences, and personalize content.
— improved roi — connect user behavior insights to marketing results to improve campaigns and achieve a better return on investment.
data-driven decision making:
— actionable insights — leverage google’s machine learning for proactive insights and predictive analytics, anticipating user actions like purchases or chirn.
— user experience optimization –identify effective marketing channel, test improved features, and make data-driven decisions to enhance user experiences and increase engagement.
seamless data flow & action:
— connect insights to results — integrate your data to take immediate action within google’s advertising and publisher tools, turning data into tangible marketing improvements.
— centralized data — integrate with partner products and other google solutions for a more comprehensive understanding of your users and their engagement with your product.
google analytics (ga) integrates with google ads by linking properties in the ga admin section, allowing you to import ga audiences and conversions into google ads for remarketing and campaign optimization, and see ads performance data within ga. other integrations include linking with google search console for organic search insights, firebase for app analytics, and display & video 360 for cross-channel campaign data.
here are some examples of google analytics integrations:
— google ads —
what it does — this is a core integration that allows you to see how your ads perform within google analytics and use your website and app engagement data to create targeted audiences for your google ads campaigns.
how it works — you link your google ads and google analytics accounts from the ga admin section under “product links” . you can then import ga audiences into google ads and import google ads conversion data into google analytics.
— google search console —
what it does — by linking google search console, you can analyze your website’s organic search performance directly within google analytics.
how it works — you connect the two properties in the ga admin section to view metrics like keywords that led to clicks and which landing pages perform best.
— firebase —
what it does — this integration connects google analytics to your mobile apps, allowing you to collect and analyze app usage data.
how it works — you integrate the firebase sdk into your app, and data collection begins automatically, with insights viewable in the firebase console.
— display & video 360 (dv360) —
what it does — this integration shares data between dv360, google’s ad management platform, and google analytics.
how it works — you can export dv360 campaign data to analytics for deeper analytics or export audiences from analytics to use for targeting in dv360 campaigns.