Google analytics

What Is Google Analytics And How Is It Useful For Our Business?

A popular and widely used service that has long provided valuable insights into user behavior on websites and is largely considered a cornerstone of digital marketing is Google Analytics. On July 1, 2023, its previous version named Google Analytics Universal was transferred to the replacement and new version GA4. However, many digital marketers and business owners around the world are not happy about migrating to the new update. But Google did this action with its determination and we have to learn all about it.

Google analytics

What is Google Analytics?

Google Analytics is a digital tool that collects and evaluates data from your website and apps. It also provides valuable insight into marketing strategies, website performance and user interactions through a range of detailed reports.

The latest iteration of analytics, known as GA4, represents a significant change in the way data is collected on websites. At the time of release, this update faced resistance due to its unfamiliarity and fundamental differences with the previous version. However, it offers marketers the ability to delve deeper into customer metrics beyond just monitoring website traffic.

Google analytics for businesses

How does GA4 work?

After signing up for Google Analytics, you will receive a script to embed on every page of your website. Data collection begins after the user has logged in and the page has fully loaded, allowing Google Analytics to collect information about pages visited, user interactions leading to purchases, and more. Within 24 hours, Analytics processes the collected data to categorize The data generates guiding reports based on criteria such as user device type (mobile or desktop). All steps of data collection, classification and processing are done and you will only see the final result.


Google analytics for websites

Google Tag Manager

In fact, Google Tag Manager is the intermediary between the website and tools such as Google Analytics and helps you manage any tags that exist.

Creating a link between the website and Google Analytics involves setting up events to measure and evaluate the effectiveness of the website. To illustrate, consider a scenario where there is a signup button on an ad landing page. By creating a specific tag for this button using Google Tag Manager, it is possible to control the engagement rate and track whether users click on it in the analytics platform. In general, we explained the reason for the existence and the connection of these two different tools, but in a separate article, we explained the tag manager and how to use it, so in the following, we will mention the rest of the necessary things that we need to know about Google Analytics.

Google Analytics

How Does GA4 Help Businesses?

A website serves as an important hub for attracting and retaining customers, and having access to accurate statistics plays an important role in making sure you’re on the right track. As we know, Google Analytics is currently the best tool for this task, which accurately tracks all user interactions on the website. According to statistics, the market share of this practical tool is about 89.14%, which shows its dominance.

In confirmation of everything that has been said so far, the use of Google Analytics can bring significant benefits. Since most marketing initiatives ultimately drive traffic to website pages—whether through content marketing, email campaigns, or pay-per-click and Google ads—using Google Analytics allows you to identify the most effective channels. To allocate your advertising budget, determine which channel is most useful for your audience and business.


Google analytics

Latest Updated GA4 Features

The rebranding and final changes of this part of Google have created things that have been able to help businesses of all sizes.


  • Providing more accurate statistics to calculate the rate of return on investment (ROI):

Free access to information and provide accurate statistics on which products or services have the highest return rates and show which items have attracted more for you.


  • Integration of reporting from Google Ads:

After creating your Google Ads account and connecting it to Google Analytics, you will be able to track the number of ads displayed on YouTube, the space inside the application, and the website.


Reducing the impact of cookies on data collection:

In this new system, instead of continuously using cookies to obtain remarketing and retargeting information, it is a new system called machine learning.


  • Event Tracking without coding:

In GA4, real-time information can be accessed without having to code or set event codes in the tag manager. In addition, the reports also provide the engagement or participation rate in Google Analytics.


Providing complete, accurate and organized reports of the customer journey map:

The entire process of your audience during online advertising and how many and how many of them entered your stream through each of the input channels.

Install GA4

To ensure that data is collected correctly from your website, it is necessary to include the Google Analytics script on each page. Failure to do so may result in a warning message. There are three different methods for this process:

  • Enter the code manually into the code of the website pages
  • Add script with tag manager
  • Adding script with WPcode plugin (for WordPress websites)

Do not forget two important points:

  • This code must be present on all pages of the website.
  • To collect data from the very beginning of the login, put the code in the <Head> section before the <Body> section.

GA4 Encyclopedia

Here, after examining the different parts of this decisive tool in the digital marketing industry, we will introduce some of the most important terms that you should know before starting to learn Google Analytics.

  1. Sessions:

For the duration of the user’s presence on your website, which generally lasts up to 30 minutes after the so-called closed period exits and starts with the re-entry of a new period.

  1. Average Session Duration:

In order to calculate the average length of the courses, Google analytics adds the time of the courses on the date you specified and divides it by the total number of courses.

  1. Users:

Browsers that have been on the website for at least one period are called users.

  1. Visitors:

Visitors are divided into two sections: new visitors and returning visitors.

  1. Page Views:

A number of visits to a page are called page views. It should be noted that repeated visits by a user are also recorded in this rate.


  1. Pages/Sessions:

 The average number of pages visited during a given period.

  1. Bounce Rate:

If the user closes the website as soon as he enters the website and sees your content, it will increase the bounce rate on the website, which actually has a great impact on the website’s ranking.

  1. Campaign:

Ability to add your own parameters for any page you like so you can find more information.

  1. Traffic:

Traffic includes the total number of visitors and leads several different categories:

Organic (Organic Search Traffic):

It is the traffic in which people click on a link on the search results page and it is the result of SEO efforts to get the best ranking on Google search pages. Note that if the organic traffic of a page is low, you should review the keywords again.

Direct traffic (Direct Search Traffic):

When a user directly enters your website by entering the URL in the browser, it is considered a part of direct traffic.

Paid traffic (Paid Search Traffic):

It includes traffic that is attracted through Google Ads or other Google advertisements.

Referral Traffic:

Referral traffic actually occurs when users click on your links on other pages and then enter your website. When websites or other social media refer traffic to your website. A component that is very effective in increasing the conversion rate of the website. One of the best ways to get this type of traffic is to do ad reporting, which will have a positive impact on your SEO process.


The number of times people clicked on your website from the search results page, which is divided into two other parts:


The number of clicks or CTR of the website divided by the number of times the website has been displayed to users (the number of impressions) is called the click rate.

Number of impressions:

The number of times a website link is displayed to a searcher in the search results list is called an impression.


If the website has more than one page; So it has different entry points and Google registers these entries separately.

Exit Page:

As the name suggests, the exit page refers to the part that is related to the user’s exit from the website. The existence of this section is necessary because by checking it, you can understand the state of the exit rate from the website.

Exit Rate:

The exit rate is calculated by dividing the number of exits from a page by the total number of visitors to that page. Remember that a high bounce rate is not necessarily a sign of a high bounce rate.

Google analytics

Report Structure in Google Analytics

Through Google Analytics reports, you can get more information about the traffic of the website in question and analyze different parts of the website. Google Analytics is a tool that plays a big role in determining and correcting marketing strategies. The reports you see are prepared through the data that the website sends to the Google Analytics servers. In the following, we will examine some important concepts in Google Analytics reports:


It shows features of the website such as visited pages, user exit page, city and the type of visitors’ browsers on the website.


They are numerical characteristics that can be evaluated in the form of rates. The time spent by the user or the number of page views are examples of metrics.

Set time and date:

If you enter the audience section and select the overview option, you will see an option to set the date and time in the upper right section. Also, by choosing the comparison option, you can see a comparison of two different intervals to find out which metrics improved in the second interval

Google Analytics: An Integral Member of The Digital Industry

After reviewing the topic, we discussed the importance of GA4 and its impact on important and subtle changes in the broader digital marketing sector. We rely on it to shape and develop strategies, and we recognize that mastering the platforms and skills necessary for digital marketing growth is like navigating an endless ocean.

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