Google Analytics

A free web analytics service offered by Google that tracks and reports website traffic, user behaviour, and conversion data. Google Analytics provides comprehensive insights including visitor demographics, traffic sources, page views, session duration, bounce rates, conversion tracking, and real-time visitor monitoring. The platform helps businesses understand how visitors find and use their websites, which marketing channels drive traffic, where visitors drop off in conversion funnels, and which content performs best. Google Analytics 4 (GA4), the latest version, emphasises event-based tracking and cross-platform measurement. While powerful, it requires proper setup and understanding to leverage effectively.

Why it matters

Google Analytics reveals what's actually working in your business versus what you assume is working. Data-driven decisions consistently outperform guesswork. Understanding basic analytics prevents wasting money on ineffective marketing and identifies high-ROI opportunities.