Google Analytics is a web analytics service that provides statistics and basic analytical tools for search engine optimization (SEO) and marketing purposes. The service is part of the Google Marketing Platform and is available free of charge to anyone with a Google account.
Google Analytics is used to monitor website performance and collect information about visitors. It can help organizations identify the top sources of user traffic, measure the success of their marketing activities and campaigns, track the completion of goals (such as purchases, adding products to carts), discover patterns and trends in user engagement, and gather additional information about visitors such as demographics. . Small and medium-sized retail websites often use Google Analytics to obtain and analyze a variety of customer behavior analytics that can be used to improve marketing campaigns, increase website traffic, and improve visitor retention.
Google Analytics collects user data from each website visitor using site tags. The JavaScript page tag is inserted into the code of each page. This tag runs on each visitor's web browser, collects data and sends it to one of Google's data collection servers. Google Analytics can then generate customizable reports to track and visualize data such as number of users, bounce rates, average session duration, sessions by channel, page views, goal completion and more.