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What Is Google Analytics?

An introductory guide to understanding Google Analytics, why to use it, and how to use it. (With a case study example!)

Alexander Cheng
TDS Archive
8 min readMay 26, 2020

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Introduction

In essence, Google Analytics is a tool that allows us to aggregate, filter, and visualize data to understand how users interact with a website. Instead of relying solely on intuition and experience to influence business outcomes, we can access a data trail that people leave behind on the websites they use. This data trail gives businesses valuable insights into user behavior, interests, and more to take action to improve their product or service.

Why Use It?

Google Analytics is a crucial tool for any contemporary business with transaction data and/or have an online presence (which nearly all businesses do). Google Analytics helps businesses measure the effectiveness of marketing strategies, the quality of online content, the volume of “hits”, user experience, and website functionality, to name a few. Often times, companies identify and track KPIs (Key Performance Indicators) to monitor growth and conversion rates. In the data-rich 21st century, the success of a business has become a rigorous exercise in data collection, analysis, and testing to meet company goals.

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TDS Archive
TDS Archive

Published in TDS Archive

An archive of data science, data analytics, data engineering, machine learning, and artificial intelligence writing from the former Towards Data Science Medium publication.

Alexander Cheng
Alexander Cheng

Written by Alexander Cheng

Technical Program Manager @ Google. All opinions here are my own. linkedin.com/in/alexanderweicheng

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