Google Analytics
Here's how I actually think about google analytics when I'm in the middle of a real project.
The short verdict
- Clarify the outcome
- Check the live SERP
- Change one thing, then measure
What I'd do first
- Clarify the outcome you need this week
- Check the live SERP for the query
- Change one page, then measure in Search Console
Plain-English take
Google Analytics is Google's web and app analytics platform that collects event-based data and turns it into reports about traffic, engagement, and conversions.
What I got wrong
- Treating it as a one-off task
- Copying someone else's playbook without checking intent
- Measuring vanity metrics instead of the job-to-be-done
Next step
Quick answers
Is Google Analytics free?
Yes, the standard version of Google Analytics is free for most users. Google Analytics 360 is a paid enterprise tier with higher limits and additional features.
What is GA4?
GA4 is the current version of Google Analytics, using an event-based data model that works across websites and apps, replacing Universal Analytics.
How do I get Google Analytics certification?
You can earn Google Analytics certification by passing the Google Analytics Individual Qualification (IQ) exam through Google Skillshop.
Sources
Primary documentation is linked directly. Anything commercial is marked nofollow.
- Google Analytics Help: How Google Analytics works — Primary source for how Analytics collects data, setup requirements, and measurement basics.
- Google Analytics Help: Introducing the next generation of Analytics — Primary source for GA4 and event-based measurement.
- Google Analytics Developers — Official product overview and developer documentation for the platform.
Notes from Callum Bennett.