Google Analytics

Google Analytics is the default analytics tool for websites, partly because it's free and partly because Google's ad ecosystem integrates with it. If you're running a website, you're probably running GA—and understanding it is table stakes for anyone in marketing or product. GA4 represents Google's latest version, replacing Universal Analytics with an event-based model. Everything is now an event: page views, button clicks, purchases, video plays. This flexibility allows tracking any interaction, though it requires more intentional setup than the old automatic page tracking. The reports provide standard web analytics: traffic sources, user demographics, page performance, and conversion tracking. You can see where visitors come from, what they do on your site, and where they drop off. For basic questions about website performance, GA answers them. Audiences enable segmentation. Create groups based on behavior—visitors who viewed a product but didn't buy, users who visited from specific campaigns, or people who reached certain pages. These audiences feed into Google Ads for retargeting. The integration with Google's advertising products is deep. Connect GA to Google Ads, and you can track ad performance through conversion, optimize campaigns based on value, and build audiences for targeting. This integration is why GA dominates despite strong alternatives. BigQuery export sends raw data for advanced analysis. If GA's interface is too limiting, export to BigQuery and run SQL queries on your data. This satisfies teams that need custom analysis beyond canned reports. The downside is privacy complexity. GA requires cookie consent in many jurisdictions, and privacy-focused browsers block it. Some users opt out, creating gaps in data. Understanding what GA captures versus misses is important for accurate interpretation.