Google Analytics / Analytics Terms Google Analytics Google Analytics is a free web analytics platform offered by Google that helps website and app owners understand how users interact with their digital properties. It tracks and reports data such as user traffic, page views, session duration, bounce rate and conversion events. Google Analytics enables marketers, developers and decision-makers to evaluate the effectiveness of campaigns, content and user experience. The current version, Google Analytics 4 (GA4), is designed to provide more flexible, privacy-focused tracking across websites and apps. Google Analytics works by collecting data through a tracking code placed on each page of a website or embedded within a mobile app. In GA4, the platform uses an event-based model rather than session-based tracking. This allows for more granular and customisable insights, including scroll depth, file downloads, video engagement and purchase activity. GA4 also integrates with Google Ads, Search Console and BigQuery for advanced reporting and campaign attribution. Dashboards, custom reports and audience segments help users analyse trends and take data-driven actions. Using Google Analytics is essential for monitoring digital performance and improving outcomes. It supports search engine optimisation, content strategy, advertising performance and UX design. For nonprofits, it helps assess donation flows, volunteer signups and campaign impact. For B2B and DTC brands, it supports lead generation, customer journey mapping and conversion rate optimisation. Proper setup includes configuring goals, defining events, enabling enhanced measurement and ensuring compliance with privacy regulations such as GDPR and Canada’s PIPEDA.