Google Analytics

You’ll eventually want to capture data about your website to make informed decisions. Google Analytics help you collect data and apply some analysis.

Before July 2023, Google Analytics used Universal Analytics (UA) system, but now they have switched it to Google Analytics 4 (GA4) which is the only way going forward.

With UA, you had a hierarchy of the following:

• Accounts (various brand accounts)
  • Properties (different properties like web, mobile, etc)
    • Views (specific filterable data)
      • you would be able to set several filters to transform the data i.e. removing data from internal employees, or just from a country.

With GA4, Views no longer exist. You can see the differences between the two.

With analytics the main ideas to track are:

1. Acquisition: how did they end up on your web site?
2. Behavior: what activities did they do on your web site?
3. Conversion: where you able to convert them? For example maybe click a button or buy a product.

You can create Campaigns to test your advertising. To track this we can use URL builder that includes the following query 5 parameters:

• utm_source
• utm_medium
• utm_campaign
• utm_term
• utm_content

You can also directly link it with your Google Ads to track your campaigns more seamlessly!

You can setup Goals to track funnels and determine where in the goal are users dropping. It is helpful to later be able to fine tune your website to reduce drops.