Google Analytics

Google Analytics (GA for short) is the most popular web analytics tool. The foundations for the system were laid by Urchin Software Corporation, a company specialising in analytics and analytical solutions, which was acquired by Google Inc. in 2005, thus creating Google Analytics.

Today, Google Analytic is a set of tools allowing to monitor traffic both on websites and mobile applications. Data collected by GA allows to monitor sources of traffic, its default grouping and personalisation with regard to business needs. It gained its popularity thanks to the possibility of tracking marketing campaigns through "utm_" parameters, which are one of the most popular methods of describing sources of traffic origin on the website.

Google Analytics is now also one of the most popular tools for monitoring shopping behaviour in online shops. GA allows you to monitor purchase transactions and follow the purchase path of users making transactions.

Thanks to an extensive interface it is possible to monitor sales of individual products as well as entire groups of products, colour and size variants and combine this data with information on the user's demographic background plus information on the source of the visit.

The whole configuration is complemented by the possibility of cross-channel attribution, thanks to which the tracking of events such as leads, order transactions and other conversions can be analysed on the basis of predefined and personalised interaction models, which gives a broader view of the effectiveness of not only channels generating "last click" events.

Apart from that, Google Analytics is a part of a larger puzzle of marketing tools from Google Inc. which facilitates its configuration and synchronisation with solutions such as Google Ads (paid search advertising and the Adsense advertising network), Google Search Console (data on the results of organic search queries), Google Tag Manager (tag manager from google), or Google Optimize (a tool for testing websites in the scope of "user experience"), which gives almost unlimited possibilities in terms of conducting digital marketing and more.