Google Analytics

Definition

Google Analytics (GA4) is a free analytics platform that provides detailed insights into your website traffic and user behavior. It tracks: where your visitors come from (organic, paid, social, direct, referral), what pages they visit, how long they stay, what actions they take (conversions/events), and demographic and device information. GA4 (the current version) uses an event-based data model, replacing the session-based model of Universal Analytics. For SEO, GA4 helps you: measure organic traffic growth over time, identify your highest-performing landing pages, track conversion rates from organic search, monitor bounce rates and engagement metrics, and set up custom events for tool usage, downloads, or form submissions. Pair GA4 with Google Search Console for a complete picture — GSC shows how users find you in search, while GA4 shows what they do after arriving.