Google Analytics

Google Analytics (GA4) is Google's free tool for tracking what happens on your website and app. It shows how many people visit, where they come from, what pages they look at, and which visits turn into signups or sales.

What you can do with Google Analytics

• See your traffic sources, like Google search, social media, or ads
• Track conversions such as form fills, signups, and purchases
• Build reports and explore your data in detail
• Get AI insights that point out unusual changes
• Link it with Google Ads and Search Console
• Set up tracking more easily with Google Tag Manager

Who it's for

Almost every website owner should have some kind of analytics, and GA4 is the most common choice. It's very powerful, though the interface can feel confusing at first.

Pricing

Google Analytics is free for most businesses. Very large companies can pay for Google Analytics 360 for higher limits and support.

Alternatives to Google Analytics

Privacy friendly options include Plausible. For product analytics try PostHog, and for heatmaps add Microsoft Clarity.