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Google Analytics – what is it and why you need it

Google Analytics is a great tool for analyzing online activities for businesses and organizations, and it works well for websites and apps. Google Analytics is a free tool with an advanced version of Google Analytics 360, including training, 24/7 technical support, account manager and more. But for small businesses and organizations, the standard version of Analytics can do well.

Google Analytics is one of the first tools we integrate with our customers, and we help our customers improve their website, understanding the target audience, a number of conversions and signups, and much more.

What is Google Analytics?

Today Google Analytics is a whole department of Google and includes many other tools including Google Analytics itself, Data Studio, Tag Manager, Optimize, Attribution, Analytics 360 and more. In this article, we will talk mainly about the tool Google Analytics itself.

Google Analytics is an important tool for analyzing your users’ web data and activities, your website performance, your business performance, ad performance, and more. The tool enables you to track the site’s plows and presents it using tables and charts that enable insights that can be converted into a decision that matches your marketing strategy.

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Why do I have to use Google Analytics?

You do not have to use Google Analytics, there are other data analysis tools that allow you to get results like this. But Google Analytics is a very practical tool, it can be integrated in a friendly way without damaging the code of the site (if you are using WordPress, we have prepared an article for you to implement the Google Analytics code in WordPress), you can link it to other accounts such as Google Adwords, Google Search Console, and other tools And finally, the standard version is free so it has benefits for other products.

The tool helps you understand the users of your site, how they browse the site, how many pages they watch, how long they stay on the site, where they come from, UTM tags can be used to track campaigns, conversions tracking on the site (Subscribing a mailing list, contact form, etc.), tracking events on the site (clicks, scrolling, etc.) and a variety of activities that can be analyzed and understood.

If you are a business or organization that has a website or is active on the Internet, you probably need to embed the tool, this is one of the services of our web analytics department. We can help you a lot in this area.

What can I do with Google Analytics?

The tool is very large and extended, so we’ll explain it by categories. Here you will be able to understand in depth what you can do with the tool so that you also understand why it is important to you, it is related to each other.



First of all, Google Analytics allows you to see the surfers in real time in the last half hour. A real-time report includes data about the source of your arrival, organic keywords (if a user enters through one of the search engines), geographic location and of course the pages the users are on.

Target Audience

Google Analytics also allows you to get in-depth information about your users on the site. The information includes general (non-personal) information such as the browsers they use on the site, operating systems, the devices they use when entering the site (computer, mobile phones, tablets).

This information can help you understand how the use of different devices affects their behavior on the site. In other words, is your website optimized for mobile devices, is navigation on mobile devices more difficult, and are there browsers and operating systems that users use and they have trouble navigating the site.

You can also get more information about your users, such as geographic location, age, gender, language, interests, and other important things.

The source of traffic to the site

It’s very important to know where your users come from, maybe they come organically because of a lot of searches like our SEO service, maybe they come to your site through sponsored advertising, through an email marketing campaign, social networks,  referrals (like blogs, forums, news websites etc.) or in other ways.

This can provide an important explanation for the users who come to your site, for example, if your goal is to bring as many users to your site as possible, you can compare campaigns to understand which campaign is more profitable for you and where to invest.

Use on your site

Google Analytics also helps you understand a bit more about your site, the duration of a visit on the website, how many pages per user, what landing pages of the site, exit pages, bounce rate, speed of your site (If there is an internal search engine).

You can also track events on the site, such as a click of a button, scrolling a page, clicking a link, and more.


A conversion is a business action on a site that you want to measure and it’s important to measure for a variety of consumers, from remarketing to ad optimization. A conversion may be the completion of a contact form, newsletter sign-up, arrival at any page, destination, product purchase completion, and more.

Interfacing various applications

Google Analytics can interface to a variety of Google services and other applications. Google Analytics can be linked to Google Adwords, the Google Search Console, or even Google Adsense (if you earn money from ads on the site).

A connection to Google Adwords also enables the creation of remarketing and more.

Advanced settings

There are other advanced definitions in Google Analytics that are also more complex, which we know to define correctly and to implement effectively on the site.