Google Analytics

The dominant web analytics platform globally, used by millions of websites and deeply integrated into the Google Marketing Platform and Google Ads ecosystem.

Google Analytics is a web analytics platform that measures and reports on website traffic, providing information about how people use a website — including its most popular content, time spent on each page, and the devices visitors use.¹ It connects with Google Ads to reveal which campaigns drive the most traffic and conversions, and offers rich audience insights such as search terms and location data.¹ Through integrations such as the Advanced Ads Tracking add-on, advertisers and publishers can analyze ad impressions and clicks, generate custom event reports, and group ad performance data with information like landing pages, traffic sources, and geolocation, enabling deeper understanding of audience behavior and finer optimization of advertising campaigns.² Google is expanding the platform's capabilities by rolling out AI and agentic experiences within Google Analytics to help advertisers uncover insights faster, with new dashboards that allow the creation of visual performance reports using natural-language prompts.³ A new benchmarking tool integrates with Ask Advisor, Google's in-product agent, enabling advertisers to compare their performance against competitors.³ Within the broader Google Marketing Platform, Google Analytics 360 sits alongside tools such as Google Tag Manager 360, Data Studio, and Optimize 360, as well as the platform's ad technology stack.⁴ Source 1: mailchimp.com — What is Google Analytics Used For? Source 2: wpadvancedads.com — How to track ad impressions and clicks with Google Analytics Source 3: mediapost.com — Google Launching Agentic Tools For Ads, Analytics Source 4: cardinalpath.com — Google Ad Tech - What Marketing Platforms to Use for ...