Google Analytics

Google Analytics is a free tool from Google. It gives website owners and marketing specialists detailed statistics about how visitors interact with a site. Through Google Analytics you can find out where visitors come to the site from, which browsers and devices they view the content on, and what they do on the site. This data helps you understand customer behaviour better and optimise advertising campaigns accordingly.

In 2023 the old Universal Analytics was replaced by the new Google Analytics 4. GA4 collects data based on user interaction and behaviour (events) instead of tracking individual page views (sessions). Have you decided to entrust campaign management to an agency? Take a look at our guide to granting access to Google Analytics.