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Introduction to Google Analytics

In marketing, we have different stages of user behaviour for our businesses, like user awareness, acquiring new users, their engagement and conversions, etc.

In the offline world, tracking these data can be a tedious task but, in online world, we have many tools which can be used to track these data sets on the basis of which businesses can take informed decisions on how to manage their existing customers and reach new clients.

The birth of Google Analytics

Google analytics is such a tool which presents us all the above data and much more than the mentioned ones. This tool was originally developed as a web statistics analysis program URCHIN in 1998. But Google with its farsightedness realized the potential of this tool and eventually acquired it in March 2005.

Then Google launched the first version of Google Analytics in November 2005. This tool basically provides User Insights. With timely advancements in this tools usability, it now provides a detailed analysis of our website and business’s online presence such as geographical location, new user count, devices used, user engagement, session time, traffic on our website and much more.

We will discuss each one of them in the coming sections.

A brief history of Google Analytics:

⇒First launched in 1998 as a web analysis program named URCHIN
⇒Acquired by Google in March 2005
⇒Re-launched as the first version of Google Analytics in 2005
⇒Renamed as Universal Analytics in 2012
⇒New version released in 2016 names as Google Analytics 360
⇒The latest version released in 2020 as Google Analytics 4 (GA4).
⇒Users had option to install either GA3 or GA4 till now but from 1st July 2023 only GA 4 version is available to install.

Uses of Google Analytics

With all the advancements and updates till now, GA4 can be used for the following purposes:

  1. To check user insights such as traffic, source, engagement, session, user count, etc.
  2. To analyze user behaviour such as how much time they spend on our website, what pages do they visit, what actions do they perform.
  3. To improve paid Ads strategy and analyze how our campaigns are doing.
  4. For SEO purpose to check our website performance on search engines.
  5. To check the performance of not only websites but mobile applications also on Android as well as iOS.
  6. To make custom reports for specific business needs.
  7. To analyze user journey

Features of Google analytics

Traffic Analysis: Google Analytics helps you understand your website’s traffic sources. This tool breaks down your site’s traffic into four main categories: Direct, organic search Referral and social Audience insights:

Audience Analysis: Google Analytics gives you a 360-degree view of how your audience finds and navigates your site. You can drill into your audience’s demographics, interests and geographic location to tailor your content and marketing to target specific groups of users.

Behavior analysis: Google Analytics helps you understand how your visitors interact with your site. It tells you how many page views they have, how long they spend on each page and what their favorite content is.

Conversion tracking: It’s essential for businesses to track conversions. Whether it’s a purchase, a form filled out, or some other desired action, Google Analytics helps you refine your strategies to improve your conversion rate.

Custom Reports & Dashboards: With Google Analytics, you’ll be able to create custom reports based on metrics and key performance indicators (KPI) that are relevant to your goals. With this flexibility, you can focus on what matters most to you.

Benefits of GA4

Google Analytics gives businesses the power to make data-driven decisions in real-time. Whether it’s making changes to your marketing strategy or improving your website content, accurate insights can make all the difference.

User Experience: Understanding how users navigate your website allows you to continually improve your user experience. Identifying the most popular pages on your site and optimizing your content can help you improve user satisfaction and increase engagement.

Reach Your Audience More Effectively: With detailed information about your users’ demographics and behaviors, you can tailor your marketing strategies to better reach your target audience. This allows you to make better use of your marketing resources and improve campaign performance.

Measurable ROI: As an e-commerce site or any kind of website, you can track conversions and understand the customer journey to get a better understanding of your ROI. This helps you refine your marketing campaigns and maximize your profitability.


Google Analytics is one of the most powerful tools to track user insight. It has become a must-have for any business or website owner who wants to have a track on users data to make data-driven analysis. Google Analytics gives you the power to make informed decisions based on data that will help you succeed online.

As the digital world continues to change, using tools such as Google Analytics will help you stay ahead of the game and optimize your online performance. Google Analytics provides you with detailed information about your website traffic, your users’ behavior, and your conversion metrics.

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