Google Analytics

Google Analytics is a web analytics service offered by Google that tracks and reports website traffic, currently as a platform inside the Google Marketing Platform brand. Google launched the service in November 2005 after acquiring Urchin. As of 2019, Google Analytics is the most widely used web analytics service on the web.

Measure what matters to you

Understand what works by measuring traffic sources, interactions with your content, and more. Create custom website goals that matter most to your business, such as signups or e-commerce purchases. See the impact of your digital marketing on your bottom line by measuring revenue, return on investment (ROI) and return on ad spend (ROAS).

Build a complete picture

Get insights only Google can give. Tap into aggregated audience demographics like age, gender and country. Compare results by channel, like Search or YouTube, to see which marketing channels perform best. Understand the broader customer journey across devices (e.g. mobile and desktop), and make more informed decisions.


Pricing: upon request
Pricing model: Freemium
Free / trial option: yes


Vendor: Google LLC.
Founded: 1998
Origin: USA
License: licensed


Live / Online
In person


Use it for free

Key Features

Campaign Management
YesSocial Media MetricsYes
Conversion TrackingYesHeatmapsNo
Form AnalyticsNoFunnel AnalysisYes
Goal TrackingYesMulti AttributionYes
Keyword TrackingYesNo data sampling / 100% trackedNo
Multiple Site ManagementYesLanding Pages / Web FormsYes
Pageview TrackingYesSplit TestingYes
Referral Source TrackingYesStatistical Relevance AnalysisNo
Site Search Tracking
No/LimitedTest SchedulingNo
Time on Site TrackingYesData AnalysisYes
Ecommerce TrackingYesKey Performance Indicators
User Interaction YesVisual AnalyticsYes
A/B Testing
YesFirst-party cookies by default
Channel Attribution
YesMedia performance
Customer Journey Mapping
No / LimitedROI TrackingYes
Performance MetricsYes

Privacy and security

Data OwnershipNoDisable of Visits Log and Visitor ProfileNo
Data anonymisation techniquesLimitedData stored in the EUNo
Delete visitor data when requestedNoGDPR compliant (EU)No
IP anonymizationYesCNIL compliant (France)No
Respect DoNotTrack settingNoPECR compliant (EU)No

Strenghts / Weaknesses

FreeData center located in USA
No ownership of data
No 100% data tracked accurately
No compliance with GDPR

Screenshots gallery

Product tours

Welcome to Google Analytics for Beginners

The Analytics account structure

Introduction to dashboards and shortcuts GA

Overview of Google Analytics data collection

Navigating the full Audience report

Audience reports overview