Google Analytics
The web analysis tool Google Analytics can be used for free to analyze various data on website visits and target audiences. It allows measurement of various Key Performance Indicators (KPIs) and access to website statistics. For this purpose, Analytics uses JavaScript. This enables reading information such as HTTP requests, first-party cookies, and browser configurations.
Data that can be tracked would include, for example:
Demographic information about the target audience, including the visitor's location and language settings
Browser incl. Version
Keywords used in the online search to access the website
Number of visitors
Dwell time on a page
Bounce rate and exit rate
Used device
Visit origin (did the user come via backlinks or from a search through Google SERPs?)
Shared content (via social media)
Conversions
A real-time analysis is also available, through which, for example, the page with the highest activity or the current number of visitors is visible. The reporting function also provides a practical tool that sends important KPIs by email to a stored address. The data is very valuable for optimizing the website, offers, or campaigns. The analysis tool not only provides important metrics and information for the website but can also be used for optimizing Google Ads ads. Linking with Google AdSense, Google Search Console, or SEO tools like Sistrix is also easily possible. Google Analytics users must integrate a predefined code line into the source code of their website.
You can also set up a personal dashboard that shows you exactly the indicators that interest you the most.
Different accounts are possible in Google Analytics
In a Google Analytics account, different accounts can be created, which are further divided into properties. This allows tracking of multiple websites through one account or under one account. The properties make it possible to track subdomains or mobile versions of a site or other language versions. It is even possible to set up tracking for an app.
Optimize content and social interactions with Google Analytics
The Analytics Content reports show you which of your pages are particularly appealing based on the regularity and duration of visits as well as the occurring conversions. Conversely, you can identify which of your pages still need optimization. Additionally, analyze the success of your social activities – with reports about social networks, you will learn how your interactions affect your conversions. In this context, A/B tests can also be conducted to test which page variant resonates with users.
Measure the impact of your mobile traffic
No matter if it's a smartphone, mobile phone, or tablet – measuring KPIs for mobile websites, apps, and ads is becoming increasingly important in order to recognize the impact of mobile traffic and to create targeted marketing campaigns with this information to reach users everywhere.
The Google Analytics Conversion Suite
Far more than just page views and visitor counts, the Google Analytics Conversion Suite offers: Discover, with the help of various analysis functions, how many customers you reach, how much you sell, and how users use your website. Additionally, you can determine how well your digital marketing channels work and bring visitors, as well as measure sales, video plays, and revenues. All these functions help you optimize your website and tailor it precisely to the needs of your customers.
Google Analytics 4 (GA4) – the next-generation analysis tool with more privacy
The current version of the web analytics tool will soon be replaced – Google Analytics 4 will then enter the market. It is recommended for companies to migrate their data to the new version in a timely manner. The previous version will then be discontinued. Google Analytics 4 will include all the previous tools for measuring KPIs when visiting a website. The A/B testing function replaces the Google Optimizer. Furthermore, emphasis is placed on the following innovations:
Machine learning to make better predictions about customer behavior based on data trends
New user interface
Newly structured and simplified analysis reports
Less manual coding, more automated events to make changes in tracking
Better data control
Better conditions regarding modern data protection requirements (e.g., no storage of IP addresses, use of first-party cookies, limited data retention period, deactivation of personalized ads
Interlocking of web and app in one view
Exploratory data analysis for deeper insights into the data
New data models