Google Analytics

Google Analytics is web and app analytics from Google for marketing and product teams, with an enterprise Analytics 360 edition sold by quote.

Google Analytics is web and app analytics from Google, built for teams that need to know where their visitors come from and what they do after they arrive. It collects events from websites and mobile apps into one property, then reports on acquisition, engagement and audiences in a single place. Google LLC builds and operates it as part of Google Marketing Platform, beside Tag Manager and Looker Studio. It comes in a standard edition and in Analytics 360, which Google's own documentation calls the premium enterprise version of the same product. Enhanced measurement collects outbound clicks and file downloads without extra code. Key events mark the actions that count as conversions, and traffic acquisition reports break visits down by default channel group, source, medium and campaign. A Search Console link brings organic queries and landing pages into the same reports. The Realtime report shows activity as it happens, and funnel exploration reports drop-off across a defined sequence of steps. Analytics Intelligence watches metrics for anomalies, and known bot traffic is excluded from reports automatically. Google Analytics suits marketing teams, site owners, product teams and agencies already working inside Google's advertising and search tools, from one site up to an estate of properties. Analysts who prefer SQL take the raw event stream into BigQuery, while reporting teams pull the same data through the Analytics Data API, into Looker Studio or into Google Sheets. Larger organisations move to Analytics 360 when the standard property limits on custom dimensions, audiences and conversion types become the constraint. It is bought per property: anyone with a Google account starts the standard edition, and Analytics 360 is sold through Google sales. Day to day the product answers which channels bring visitors, which pages lose them and which campaigns produce signups. Teams watch a launch in real time, investigate a change flagged as an anomaly, and send a scheduled report by email each week. Reports export to Google Sheets, PDF and CSV, and the Looker Studio connector feeds dashboards that sit beside data from other sources. It works next to Google Tag Manager for deploying tags, Search Console for organic search data and BigQuery for warehouse-side analysis of the same events.