What is Google Analytics?

Google Analytics is a platform that measures and reports on website traffic. It provides information about how people use your website, including the most popular content, the time spent on each page, and what devices are used to browse. Google Analytics can be connected to Google Ads to learn which campaigns drive the most traffic and convert casual visitors into customers. Additionally, the platform offers rich insights about your audience, such as terms they use to search and location data.


A small online retailer wants to understand how visitors interact with their e-commerce website and identify areas for improvement to increase sales. They integrate Google Analytics into their website to track key metrics such as:

  1. Traffic Sources: Google Analytics shows the retailer where their website traffic is coming from, whether from organic search, paid advertising, social media, or referral websites. For example, they may discover that most of their traffic comes from Google search results and Facebook ads.
  2. User Behavior: The retailer can analyze user behavior on their website, including which pages visitors land on, how long they stay, and which pages exit. They might find that visitors spend a lot of time browsing product pages but abandon their carts during checkout.
  3. Conversion Tracking: Google Analytics allows the retailer to set goals and track conversions, such as completed purchases or newsletter sign-ups. They can monitor conversion rates and identify any bottlenecks in the conversion funnel.
  4. Audience Insights: The retailer gains insights into its website’s audience demographics, interests, and devices used to access the site. This information helps it tailor its marketing efforts and website content to better meet the needs of its target audience.

By leveraging the data from Google Analytics, the retailer can make informed decisions to optimize their website, improve user experience, and ultimately drive more sales and revenue.

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