Google Analytics is Google's analytics service for websites and apps. It records visits and user actions as events and turns them into reports on where visitors come from, what they do and which actions lead to sales or sign-ups.
What is Google Analytics?
A tracking tag on the site, or the Firebase SDK in a mobile app, sends page views, clicks, scrolls and custom events to a Google Analytics property. Reports then cover acquisition (which channels and campaigns bring users), engagement (pages, screens and events), monetization and retention. Site owners mark the actions that matter as key events to measure conversions.
Explorations let users build funnels, paths and segment comparisons beyond the standard reports. Audiences built from this data can be shared with Google Ads for remarketing, and the service links with Search Console and other Google marketing products. Raw event data can be exported to BigQuery. Consent mode adjusts tracking based on whether visitors accept cookies.
Who is Google Analytics for?
Website owners, marketers and product teams who want detailed traffic and conversion data at no cost, especially those already running Google Ads or other Google marketing tools. Teams that need cookieless tracking or full data ownership often look at privacy-focused alternatives instead.
Highlights
- Free for most sites and apps
- Web and app data in one property through the Firebase SDK
- Key events to track conversions and sign-ups
- Funnel, path and segment explorations
- Audience sharing with Google Ads
- Raw event export to BigQuery
How much does Google Analytics cost?
Freemium. Google Analytics is free. Google Analytics 360, the enterprise version with higher limits and support, is sold through Google with prices on request.
