What is Google Analytics?
Google Analytics is a free web analytics tool by Google that lets you measure how many people visit your website, where they come from, which pages they view and which actions they take. It has been the industry standard for years.
Since 2023, the newest version Google Analytics 4 (GA4) is mandatory. GA4 is event-based — instead of pageviews, the focus is on concrete user actions like clicks, form submissions or purchases.
Why do businesses need it?
Without data, every marketing decision is gut feeling. With Google Analytics you see which campaign actually brings inquiries, which page loses buyers and which channel is worth it.
Concrete benefits: you see whether Google Ads pay off, which blog articles engage readers, how many visitors become inquiries — and you can evaluate A/B tests cleanly.
Which data matters?
For most businesses, a few central metrics are enough: sessions, users, engagement time, conversion rate and sources (Google, social, direct, referral).
More important than many numbers are the right questions: which pages convert? Where do users drop off? Which channels pay off? We help you build a clear dashboard rather than 200 reports nobody reads.
GA4 vs. Universal Analytics
Universal Analytics was discontinued in 2023. GA4 is built differently: event-based, more privacy-friendly, with AI-driven analysis. Whoever hasn't migrated is losing data.
We set up GA4 cleanly — including conversion tracking, cookie banner integration and meaningful custom events for your business.
Privacy and cookies
In the EU, Google Analytics may only be used with the visitor's active consent via a cookie banner. Alternatives are modes with limited data collection (Google Consent Mode) and privacy-friendly tools like Plausible or Matomo.
Important: a compliant setup is not optional, it's required. We always implement tracking in line with GDPR.
Conclusion
Google Analytics is the foundation for data-driven marketing. Set up correctly, it answers the most important question: what actually works — and what doesn't? Without that clarity, companies waste ad budget on things they can't measure.