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- Analytics for beginnersMigrate from UA to GA4Manage accounts, properties, and usersManage dataUnderstand reportsGoogle Ads and attributionAudiences and remarketingIntegrations
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- Analytics for beginners
The value of digital analyticsHow Google Analytics 4 worksHow Google Analytics is organizedStructure your Analytics accountSet up Analytics for a website and/or appSet up data collection for an appConfirm data is being collected in AnalyticsHow to navigate AnalyticsAbout eventsSet up and manage conversion eventsGet started with reportsLink Google Ads and AnalyticsGet started with AdvertisingGoogle Analytics 4 training and support
- Migrate from UA to GA4
Introducing Google Analytics 4 (GA4)Universal Analytics versus Google Analytics 4 dataHow to check property typeAbout connected site tagsMake the switch to Google Analytics 4 (Migration guide)Common mistakes with tag setupConfirm data is being collected in AnalyticsSet up data collection for an appHow to navigate AnalyticsEvents in Google Analytics 4 vs Universal AnalyticsGoogle Analytics 4 training and support
- Manage accounts, properties, and users
How Google Analytics is organizedCreate an organizationSwitch between accounts and propertiesStructure your Analytics accountEdit / delete accounts, properties, and data streamsMove a propertyDelete / restore accounts and propertiesAccess and data-restriction managementAdd, edit, and delete users and user groupsUniversal Analytics view-related features in Google Analytics 4 propertiesView the history of account/property changes
- Manage data
About eventsUniversal Analytics versus Google Analytics 4 dataMonitor events in debug modeAbout modeled conversionsSet up and manage conversion eventsSet up cross-domain measurementIdentify unwanted referralsFilter, report on, or restrict access to data subsetsData retentionData-deletion requestsAbout Data Import
- Understand reports
Get started with reportsData freshnessGet started with ExplorationsReporting identityAnalytics Insights
- Google Ads and attribution
Link Google Ads and AnalyticsAdvertising snapshot reportGet started with AdvertisingAbout attribution and attribution modelingSelect attribution settingsConversion paths reportModel comparison reportGoogle Ads links migration toolGoal and conversion migration guide
- Audiences and remarketing
Create, edit, and archive audiencesAudiences migration guideSuggested audiencesAudience triggersPredictive metricsPredictive audiencesEnable remarketing with Google Analytics dataActivate Google signals for Google Analytics 4 propertiesRemarketing lists for search ads
- Integrations
Link Google Ads and AnalyticsBigQuery Export integrationAnalytics Search Ads 360 integrationFirebase integrationSearch Console integrationGoogle Merchant Center integrationGoogle Ad Manager integrationSalesforce Marketing Cloud reporting integration
Google Analytics is a platform that collects datafrom your websites and apps to create reports that provide insights into your business.
Measuring a website
To measure a website, you first have to create a Google Analytics account. Then you need to add a small piece of JavaScript measurement code to each page on your site. Every time a user visits a webpage, the tracking code will collect pseudonymous information about how that user interacted with the page.
For the Google Store, the measurement code could show how many users visited a page that sells drinkware versus a page that sells houseware. Or it could tell us how many users bought an item like an Android doll by tracking whether they made it to the purchase-confirmation page.
The measurement code will also collect information from the browser like the language setting, the type of browser (such as Chrome or Safari), and the device and operating system on which the browser is running. It can even collect the “traffic source,” which is what brought users to the site in the first place. This might be a search engine, an advertisem*nt they clicked on, or an email marketing campaign.
Processing and reporting
When the measurement code collects data, it packages that information up and sends it to Google Analytics to be processed into reports. When Analytics processes data, it aggregates and organizes the data based on particular criteria like whether a user’s device is mobile or desktop, or which browser they’re using.
But there are also configuration settings that allow you to customize how that data is processed. For example, you might want to apply a filter to make sure your data doesn’t include any internal company traffic or developer traffic.
Once Analytics processes the data, it’s stored in a database where it can’t be changed.
So remember, when you set up your configuration, don’t exclude any data you think you might want to analyze later. Once the data has been processed and stored in the database, it will appear in Google Analytics as reports.
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