What is Google Analytics? Analytics 4 or GA4 Overview

Google Analytics is a complete offshoot of Search Engine Optimization (SEO), commonly known as Web Analytics. In this service, Google provides some outstanding statistical tools for SEO development. That allows website owners and marketers to track and analyze various aspects of their website’s performance and user behavior.

It provides valuable insights into how visitors interact with a website, helping businesses and website owners make data-driven decisions to improve their online presence and achieve their goals. This service is totally free for everybody who claims his Google Account.

How can you benefit from using Google Analytics?

Using Google Analytics can provide a wide range of benefits for businesses, website owners, and marketers. Below are several primary benefits:

Website Traffic Analysis

Website Traffic Analysis

Google Analytics tracks the number of visitors to a website, their geographic location, the devices they use, and how they found the website (e.g., through search engines, social media, or direct visits).

Conversion Tracking

Businesses can set up goals and track conversions, such as product purchases, form submissions, or other desired actions on their websites. This helps measure the effectiveness of marketing campaigns and website optimization efforts.

Audience Insights

Google Analytics segments website visitors based on various criteria, such as demographics, interests, and technology used. This information helps tailor content and marketing strategies to specific audience segments.

Traffic Sources

It shows where website traffic comes from, including organic search, paid advertising, referrals from other websites, and direct visits. This data helps businesses allocate resources to the most effective marketing channels.

Real-Time Data

Users can view real-time data to see how many people are currently on their website, which pages they are visiting, and where they are located.

Real-Time Data

E-commerce Tracking

For online stores, Google Analytics offers e-commerce tracking capabilities that provide insights into product sales, revenue, and transaction details.

Custom Reports

Users can create custom reports and dashboards to focus on specific metrics and KPIs that are relevant to their business goals.


Google Analytics can be integrated with other Google services, such as Google Ads and Google Search Console, as well as with third-party tools and platforms to enhance data analysis and reporting.

To use it, website owners typically need to add a small piece of tracking code to their web pages. This code collects data from website visitors and sends it to the Google Analytics platform, where it is processed and made available for analysis through the Google Analytics dashboard.

Google Analytics offers both free and paid versions, with the paid version, known as Google Analytics 360, providing additional features and capabilities for enterprise-level businesses.

What is Google Analytics 4 or GA4?

What is Google Analytics 4 or GA4

Google Analytics 4, often referred to as GA4, is the latest version of Google’s web analytics platform, succeeding the previous version known as Universal Analytics.

GA4 was officially announced by Google in October 2020 and represents a significant shift in how web and app analytics are conducted. Here are some key features and aspects of Google Analytics 4:

Machine Learning and Predictive Metrics(AI)

GA4 incorporates machine learning and predictive metrics to provide insights such as predictive churn and potential revenue. These features can help businesses make data-driven decisions and proactively address issues.

Cross-Platform Tracking

GA4 is designed to track user interactions across websites and mobile apps in a unified manner. This is particularly valuable for businesses that have a presence on both web and mobile platforms, as it provides a more holistic view of user journeys.

Enhanced User Privacy

GA4 is designed with privacy in mind, aligning with evolving data privacy regulations. It provides more flexibility in terms of data retention and allows users to exercise greater control over their data preferences.

Integration with BigQuery

GA4 offers seamless integration with Google BigQuery, allowing businesses to export their data for advanced analysis and data warehousing.

Cross-Domain Tracking

GA4 simplifies cross-domain tracking, making it easier to track user journeys across multiple websites or domains.

Google Analytics 4 included more services Advanced Analysis Hub, Streamlined E-commerce Tracking: Customization and Reporting, Enhanced User Identity Management, and Event-Centric Tracking.

Metrics vs. dimensions

In Google Analytics, metrics and dimensions are fundamental concepts used to measure and analyze data related to user interactions on a website or mobile app. They fulfill distinct objectives and furnish varying categories of data.


  • Metrics are quantitative data points that represent specific measurements or counts of user interactions or behaviors. These are typically numeric values and represent the “what” of your data.
  • Metrics in Google Analytics include things like pageviews, sessions, bounce rate, conversion rate, revenue, and average session duration.
  • Metrics are used to quantify and measure the performance and effectiveness of your website or app.
  • You can perform mathematical operations on metrics, such as summing them, calculating averages, or finding percentages.


  • Dimensions are descriptive attributes or categorizations of data. They provide context to your metrics and help answer the “how” and “why” questions related to user behavior.
  • Dimensions in Google Analytics include things like the source/medium of traffic, the device type used, the geographic location of users, page titles, and campaign names.
  • Dimensions help you segment and filter your data to gain insights into specific subsets of your audience or user interactions.
  • You cannot perform mathematical operations on dimensions; they are used for grouping, filtering, and segmenting data.

Here’s a practical example to illustrate the difference between metrics and dimensions:

Let’s say you want to understand the performance of a marketing campaign that drove traffic to your website:

Metric: You might look at the metric “Conversion Rate,” which tells you the percentage of visitors who completed a specific goal, such as making a purchase. This metric quantifies how successful the campaign was in terms of conversions.

Dimensions: To gain insights into the campaign’s performance in more detail, you can use dimensions. For instance, you might look at the dimension “Source/Medium” to see which specific sources (e.g., Google organic search, Facebook referral) brought the most traffic and conversions. This dimension helps you understand where your campaign was most effective.

User Acquisition Data Vs. User Behavior Data

User acquisition data and user behavior data are two distinct categories of information collected and analyzed in web analytics, including tools like Google Analytics. They provide insights into different aspects of a website’s performance and user interactions. Here’s a breakdown of each:

User Acquisition Data:

User acquisition data focuses on how users find and arrive at your website or app. It tracks the sources and channels that drive traffic to your digital properties.

  • Source/Medium: This dimension shows where users came from, such as search engines (organic), paid advertising, social media platforms, referral websites, or direct traffic.
  • Campaigns: It allows you to track the performance of specific marketing campaigns, such as email marketing, Google Ads, or social media promotions.
  • Keywords: In the context of organic search traffic, it shows the search terms users used to find your site.
  • Referral Domains: This dimension identifies the websites that refer users to your site.

User Behavior Data:

User behavior data focuses on how users interact with your website or app after arriving. It tracks what users do, where they go, and how they engage with your content and features.

  • Pageviews: Measures the number of times individual pages or content items are viewed.
  • Event Tracking: Tracks specific user interactions or events, such as button clicks, video views, form submissions, or downloads.
  • Conversion Tracking: Measures whether users complete specific actions or goals, such as making a purchase, signing up for a newsletter, or filling out a contact form.
  • Site Search: Monitors what users search for within your site’s search function.