The Google Analytics

 

The Google Analytics



What is Google Analytics?

Google Analytics is a web analytics service that provides statistics and basic analytical tools for search engine optimization (SEO) and marketing purposes. The service is part of the Google Marketing Platform and is available for free to anyone with a Google account.

Google Analytics is used to track website performance and collect visitor insights. It can help organizations determine top sources of user traffic, gauge the success of their marketing activities and campaigns, track goal completions (such as purchases, adding products to carts), discover patterns and trends in user engagement and obtain other visitor information such as demographics. Small and medium-sized retail websites often use Google Analytics to obtain and analyze various customer behavior analytics, which can be used to improve marketing campaigns, drive website traffic and better retain visitors.

How does Google Analytics work?

Google Analytics acquires user data from each website visitor through the use of page tags. A JavaScript page tag is inserted into the code of each page. This tag runs in the web browser of each visitor, collecting data and sending it to one of Google's data collection servers. Google Analytics can then generate customizable reports to track and visualize data such as the number of users, bounce rates, average session durations, sessions by channel, page views, goal completions and more. The page tag functions as a web bug or web beacon, to gather visitor information. However, because it relies on cookies, the system can't collect data for users who have disabled them. Google Analytics includes features that can help users identify trends and patterns in how visitors engage with their websites. Features enable data collection, analysis, monitoring, visualization, reporting and integration with other applications.



Benefits and limitations

Google Analytics has distinct benefits and limitations. Pros generally relate to the platform being powerful, free and user-friendly. Google Analytics also provides the following benefits:

  • The service is free, easy to use and beginner friendly.
  • Google Analytics offers a variety of metrics and customizable dimensions. Many different types of useful insights can be captured using this platform.
  • Google Analytics also contains many other tools, such as data visualization, monitoring, reporting, predictive analysis, etc.

Google Analytics historically has some shortcomings that may affect its data accuracy, including the following:

  • Overall data accuracy can be compromised by users who block Google Analytics cookies, certain browser extensions, ad filtering programs and privacy networks.
  • Reports are generated by sampling 500,000 random sessions to reduce server load. In addition, margins of error are only given for the number of visits in these reports. Therefore, small segments of data may contain very large margins of error.

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