What is Google Analytics?

If you are new to website and online marketing, you may not have heard of Google Analytics (I like to call it ‘GA’). It is one of the most powerful free web analysis tools for you to track and measure digital performance.


Launched in November 2005, Google Analytics operates under a freemium model. If you are looking for an integrated digital analytics solution to work across your company, you may want to subscribe to Google Analytics 360, which includes premium functionalities for enterprise users. However, for most website publishers, the basic functions included in the free version are sufficient to understand how users are using their websites.

Google Analytics is one of the most powerful and user-friendly web analytics tools available in the market.


Top 6 Reasons to Install Google Analytics


According to Australia based web technology information profiler tool BuiltWith, Google Analytics is the #1 analytics tool used by websites, taking up 57% of the market share of the entire Internet. And here are just a few reasons that explain the popularity of Google Analytics.


1. It tracks source of traffic

Google Analytics tracks how visitors arrive at your website.

Traffic sources/medium include organic search, cost per click, referral from other websites, direct, email, social media and more. Such information is crucial to developing your marketing strategies and to allocate your budget wisely. You can also find out what pages the visitors land on. If most visitors arrive at your products page first, you may want to optimize that particular page for better user experience and shorten the conversion path.


2. It indicates the quality of traffic

Google Analytics indicates the traffic quality of different sources/medium by measuring bounce rate, page/session and average session duration.

Acquiring new visitors is not easy. Once a visitor arrives at your website, you need to maximize the opportunity and convert the visitor into a customer. The traffic quality indicators shown in Google Analytics enables Webmasters to identify the weaker chains in the conversion path and optimize those pages or channels.


3. It helps you understand visitors’ behaviour

Learn how your visitors browse your website.

A lot of users are browsing the Internet with their mobile devices, including mobile phones and tablets. Consider developing a responsive website is you want to improve your site’s overall user experience. For advanced data analysis, you can look at the funnel path of visitors.


4. It segments the visitors

Google Analytics provides data on your visitors’ profile, such as age, gender, location, language and devices used. Such information is invaluable when it comes to segmenting the market and targeting a specific customer segment.

Tip: Sometimes, the most converting segment can be counterintuitive.


5. It measures conversions

Google Analytics has a feature that allows Webmasters to set up and measure up to 20 goals. Goal types include destination, duration, pages/screens per session and event.

This can be immensely useful if you are measuring number of completed contact forms, number of registration to an event or other online activities that can be tracked on your website.


6. It is free

For all the data that it provides, Google Analytics is completely free of charge. Do I need to say more?



Google Analytics cannot track your website’s performance retroactively. The earlier you get GA installed on your website, the more information and insights you can get from those data. Not sure how to install Google Analytics on your website? Stay tuned for my new blog post that walks you through the process of installing Google Analytics!