Google Analytics primer

This section provides a brief overview of GA concepts and its built-in reports. If you are already familiar with GA, you can skip this section and move on to the next. GA is a web Analytics service that tracks website (and mobile application) traffic and provides tools to analyze it. It is part of the Google Marketing Platform brand and is primarily used for digital marketing and search engine optimization purposes. For instance, it helps you measure site and campaign performance, understand your customer demographics and device attributes, and so on.

GA is a user-friendly and free tool, the latest version of which is called GA 4, or GA4 for short. GA4 supersedes Universal Analytics (that is, GA3), which was introduced in 2012 and will reach end-of-life by June 2023. At the time of writing, Google Universal Analytics is still used by millions of sites and applications. Compared to the Universal Analytics version, GA4 uses a completely new data and measurement...