Google Analytics (GA) is a service offered by Google that generates detailed statistics about a website’s traffic and traffic sources and measures conversions and sales.
The product is aimed at marketers as opposed to webmasters and technologists from which the industry of web analytics originally grew. It is the most widely used website statistics service. The basic service is free of charge and a premium version is available for a fee.
GA can track visitors from all referrers, including search engines and social networks, direct visits and referring sites. It also displays advertising, pay-per-click networks, e-mail marketing and digital collateral such as links within PDF documents.
Read more about How to set up Google Analytics on your website.
Gain insights that matter
Google Analytics not only lets you measure sales and conversions, but also gives you fresh insights into how visitors use your site, how they arrived on your site, and how you can keep them coming back.
Dive into your data. Standard reports make it easy to measure and understand engagement on your site. Plus it only takes a few clicks to quickly build out customized reports, visitor segments, and identify important data to share with your team.
Real-Time reporting: Measure activity as it happens
See how many people are on your site right now, where they came from, and what they’re viewing. With Real-Time, you’ll know whether new content on your site is popular, whether today’s promotion is driving traffic to your site, and you can see the immediate effects of tweets and blog posts.
Custom Reports: Define the information you want to analyze
Build your own metrics dashboard in minutes. Instead of wading through data, you have instant access to the answers you need. Create reports to share with your colleagues and surface the insights that need to be shared.
Custom Variables: Create and analyze your own custom segments
Custom variables help you to understand your customer segments and learn how engaged they are with your site. Custom variables let you customize Google Analytics and collect the customer data that’s most important to your business.
Advanced Segmentation: easily analyze specific sections of your traffic
Why do some visits result in a $150 sale while others don’t? You can find out, using Advanced Segments. Apply predefined segments such as “Visits with Conversions” or “Organic Traffic”, or create your own segments. Analyze individual segments or compare a number of segments across all your reports.
Dashboards: Organize, monitor, and share KPIs
Start with an overall “Company KPIs” dashboard that includes the most important performance indicators for your organization. Create an “SEO” dashboard for your search engine optimization. All dashboards are drag and droppable, completely widget-based, and highly customizable.
Visualization: Learn the path visitors take through your site
Google Analytics offers a variety of powerful visualization tools including Flow Visualization and In-Page Analytics. Flow Visualization reports analyze the path a visitor takes on your site. While In-Page Analyticshelps to visually assess how users interact with your pages. To make your analysis easier we have built in a variety of charts to display information in the way you want to see it.
Sharing: Now everyone in your organization can collaborate
Data driven decision making works best when your teams can easily share information. Sharing tools in Google Analytics lets your keyword buying team work seamlessly with your SEO and content teams. Use the Intelligence and Alertsfeature to discover unexpected changes and notify your colleagues. Mark key events in your account history for others to see. Easily develop and share custom dashboards for the metrics important to your business.
API and Customizations – it’s your data, format it the way you want
Applications, plugins, and customizable features are available to help you integrate Google Analytics into your organization’s workflows. Take advantage of third-party solutions, or create your own apps using the Google Analytics API.
Social reports in Google Analytics
Google Analytics offers social reports that show how Social Media influences your conversion funnel, the impact of personalized recommendations on your site, and what visitors from social networks are coming to your site to see.