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Ecwid Ecommerce Glossary

Google Analytics

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What is Google Analytics?

Google Analytics is a web analytics tool from Google that records and reports website traffic, which is now part of the Google Marketing Platform brand. After acquiring Urchin in November 2005, Google launched the service.

Individuals using the site are monitored by Google Analytics, which is used to assess website use, such as session duration, pages per session, and bounce rate. It can be linked with Google Ads so that users can create and monitor online campaigns utilizing landing page quality and conversion data (goals).

Goals might be as simple as increasing sales or generating leads, for example. The goal of Google Analytics is to provide casual users with high-level dashboard data and more detailed information further into the report set.

Analytics can show you which pages aren’t working well by using funnel visualization, for example, where people came from (referrers), how long they stayed on the website, and their geographical location. It also includes more complex capabilities, such as customized visitor segmentation.

Analytics for ecommerce enables you to gather data on sales and performance. The e-commerce reports include transaction counts, income, and several other commercial information.


Since its creation, Google Analytics has seen many versions. The current version of the platform, known as GA4, is the fourth iteration of the platform and was launched in 2019 under the name (App + Web) Property. Universal Analytics has been replaced by GA4, which is now the default Google Analytics installation.

GA4’s stand-out feature is its seamless integration with Google’s BigQuery, which was previously available solely to enterprise GA 360 users. This step shows Google’s attempts to bring GA and its free consumers into the cloud market as one unit.

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