Measurement
Google Analytics
Google Analytics is a free web analytics platform developed by Google, launched in 2005, that tracks and reports website traffic, user behavior, conversions, and audience demographics. The current version, GA4 (Google Analytics 4), introduced in 2020, uses an event-based data model and integrates machine learning insights.
Google Analytics is implemented via a JavaScript tracking snippet or through Google Tag Manager. It integrates with Google Search Console for combined organic search and behavior data, and with Google Ads for cross-channel attribution. Key reports include Acquisition, Engagement, Monetization, and Retention.
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Related Terms
Measurement
Bounce Rate
Bounce rate refers to visitors that leave a web page without engaging with its contents.
Measurement
Direct Traffic
Direct traffic, a Google Analytics metric, refers to users entering a URL into their browser to directly access the website.
Measurement
Organic Traffic
The traffic that comes from accessing the site directly from visitor queries on search engines.
Measurement
Session
A group of user interactions with your website that take place within a given time frame.