Google Analytics (GA)

Google Analytics (GA) is Google's free analytics tool that measures and reports how people use your website. It tracks traffic sources, page views, user behavior, and conversions — giving you the data you need to improve your marketing.

What is Google Analytics used for?

Google Analytics answers the question "what's happening on my site?" by tracking metrics like visitor count, time on page, most visited pages, traffic sources, and conversion rates. That makes it an essential tool for anyone working with SEO, SEM, or digital marketing — and it's free for most sites.

GA vs GA4

When people say "GA," they usually mean Google Analytics. The current version is Google Analytics 4 (GA4), which replaced the older Universal Analytics. GA4 is event-based, works across websites and apps, and is built for a privacy-first web.