Google Analytics

Google Analytics is a web and app analytics platform that measures user behavior across websites, mobile apps, and other digital properties. The current version, Google Analytics 4, uses an event-based data model to track interactions such as page views, clicks, purchases, and custom conversions across devices. It serves marketers, product managers, analysts, and website owners who need visibility into traffic sources, audience composition, and conversion paths. Core features include acquisition and engagement reporting, funnel and path exploration, audience building, attribution modeling, and predictive metrics derived from machine learning. It integrates with Google Ads, Search Console, BigQuery, and Looker Studio, allowing teams to activate audiences for advertising and analyze raw event data outside the standard interface.