Google Analytics

In short: Google Analytics is analytics, attribution and reporting software, with freemium pricing.

Free web and app analytics from Google for traffic, conversions and campaign performance

Google Analytics is a web and app analytics service made by Google and offered as part of Google Marketing Platform. It is used by businesses of every size, from small sites to large in-house teams and agencies, to measure how visitors arrive, what they do and which channels lead to conversions.

The current version, Google Analytics 4, uses an event-based data model that combines website and app data in one property. Search marketers use it to compare organic search, paid search and other channels, track key events such as sign-ups and purchases, and review cross-platform attribution. Google's machine learning adds predictive capabilities and modelling to fill gaps where consent or cookies limit measurement.

Google Analytics links with Google Ads, Search Ads 360, Display & Video 360, Google Cloud and Google Search Console, so organic query data and ad campaign results can sit alongside on-site behaviour. The standard edition is free, and Analytics 360 is a paid edition for larger organisations that need higher limits and service agreements.