Date First Published: 26th January 2023
Topic: Web Design & Development
Subtopic: Web Services
Article Type: Computer Terms & Definitions
Difficulty: MediumDifficulty Level: 5/10
Learn more about what Google Analytics is in this article.
Google Analytics is a free web analytics service offered by Google that allows website owners to track and display website traffic along with other data, such as bounce rate, referral URL, average time on page, and demographic data in a report. Once analysed, this data can be used to provide insights into the visitor's experience, how to optimise the website, and other marketing aspects. As of 2019, Google Analytics is the most widely used web analytics service on the web.
Features of Google Analytics include:
Google Analytics is implemented with "page tags", which is a snippet of JavaScript code that the website owner adds to every page of the website. The tracking code runs in the web browser when the page is loaded, collects visitor data, and sends it to a Google data collection server as part of a request for a web beacon.
In addition to sending information to a Google server, if cookies are enabled in the browser, the tracking code sets a first party cookie on each visitor's computer. This cookie stores anonymous information, including the Client ID.
Google Analytics was launched on 14th November 2005 and came from Google buying Urchin Software Corporation and its web statistics analysis software, Urchin in April 2005.
In October 2012, another new version of Google Analytics was announced, called Universal Analytics. The main differences from the previous versions were cross-platform tracking, tracking code to collect data from any device, and the introduction of custom metrics and custom dimensions.
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