The finer points.
Analytics helps you understand how people use your sites and apps, so that you can take action to improve their experience. Discover what Google Analytics can do by checking out the features listed below.
Get fast answers to questions about your Analytics data, predict user behaviour and tap into powerful modelling capabilities.
By applying Google’s machine learning models, Analytics can analyse your data and predict future actions that people may take, like making a purchase or churning. You can then create audiences that are predicted to take these actions to drive conversions or retain more of your users.
Analytics will automatically detect and surface actionable insights from your data like important changes, new trends and other growth opportunities that you should be aware of.
Google's machine learning models provide a more complete picture of the customer journey, enhancing your understanding of customer behaviour and conversions based on your observed, first-party and consented data.
Answers to Your Questions
Ask questions in natural language using the search bar to quickly find the metric, report or insight that you’re looking for.
See at a glance how customers interact with your sites and apps, and easily navigate to reports to dive deeper.
Monitor activity on your site or app as it happens.
See how users land on your site or app and understand the effectiveness of your marketing.
User AcquisitionDiscover how users reach your site or app through different paid and organic sources.
Traffic AcquisitionSee a session-based view of traffic and engagement on your site or app through different paid and organic traffic sources.
Better understand what content drives engagement and conversions on your site or app.
Events ReportGet a detailed view of user actions, system events or errors.
Conversion ReportSee how all your marketing channels are working together to drive conversions.
Pages and Screen ReportSee which web pages and app screens users engage with the most.
See how much revenue your site or app generates whether it’s from e-commerce, subscriptions or ads.
E-commerceAnalyse purchase activity including product and transaction information, average purchase revenue, average purchase revenue per user and other data.
In-App PurchasesImprove your app monetisation with insights about the highest performing products and subscriptions.
Publisher AdsSee ad revenue that your app generates using the Google Analytics for Firebase SDK.
Data Freshness (Analytics 360 Only)
Get continuous intraday data via Analytics 360’s interface and the API. Data usually appears within an hour after collection, so that you can make faster decisions.
Better understand the ROI of your media spend across all channels, make informed decisions about budget allocation and evaluate attribution models.
Quickly address everyday advertising needs and unlock deeper insights into your campaign performance from Google Ads, Display & Video 360 and Search Ads 360.
Understand the value of your marketing with cross-platform attribution reporting to evaluate each touchpoint in your marketing funnel.
Data-Driven AttributionUse Google’s machine learning to understand the contribution of each touchpoint in your marketing funnel.
Conversion Paths ReportUnderstand your customers’ paths to conversion, and how different attribution models distribute credit on those paths.
Model Comparison ReportCompare how different attribution models impact the valuation of your marketing channels.
Access, organise and visualise your data to fit your business needs. Run deeper, custom analysis of your data without the limitations of pre-defined reports, and share insights with other users.
Conduct ad-hoc analysis by dragging and dropping multiple variables – the different segments, dimensions and metrics that you use to measure your business – onto a canvas to see instant visualisations of your data.
Visualise the steps that users take to complete tasks on your site or app, and see how you can optimise user experience and identify over- or under-performing audiences – with both open and closed funnel options.
See how different user segments relate to each other. Use this technique to identify new segments of users who meet complex criteria.
Visualise your users’ paths to conversion as they interact with your website and app.
Gain insight into the behaviour and performance changes of users grouped by common attributes.
Select specific groups of users and drill down deeper to understand how those users engage with your site or app.
Explore user behaviour and value over their lifetime as a customer.
Work backwards from a conversion or other key event and analyse the differences, trends or patterns in the paths that users took to get there.
Create unsampled explorations to access raw data, run more advanced analysis and discover more granular insights. And in Analytics 360, run unsampled explorations for up to 50 billion events per day.
Data Collection and Management
Collect, organise and manage your data easily with a variety of integrated tools.
Tag Management Support
Analytics is supported by all leading tag management systems and works seamlessly with Google Tag Manager and Tag Manager 360.
Manage your Analytics configuration programmatically with our admin API.
Import customised data easily. Custom definitions, including custom dimensions and metrics, can measure a variety of structured or unstructured text or measurements.
Securely import your first-party data and use it with your Analytics data for a more complete view of the customer journey.
Google BigQuery Export
An integration with Google BigQuery allows you to seamlessly export your Analytics data to BigQuery where you can conduct interactive analysis of up to trillions of rows of data, join multiple data sources, do advanced predictive modelling and more.
Enhanced Limits (Analytics 360 Only)
Analytics 360 has higher limits for up to 125 custom dimensions, 400 audiences and 50 conversion types.
Automatic Custom Tables (Analytics 360 Only)
Get fast, high cardinality tables for your most important data sets automatically with automatic custom tables.
Advanced Data Governance
Improve your team’s productivity by giving them custom access to the data that they need to do their jobs in Analytics 360.
Sub- and Roll-up Properties (Analytics 360 Only)
Customise access to data and settings (i.e. integrations, audiences, custom dimensions) with sub-properties and roll-up properties.
Report Customisation (Analytics 360 Only)
Tailor the entire Analytics 360 reporting experience to individual users depending on their responsibilities.
Analytics is designed to work seamlessly with other Google solutions and partner products, saving you time and increasing efficiency.
See your Ads data together with your website and app performance data in the Google Ads reports in Analytics. You can also import your Analytics conversions and audiences into your Google Ads account.
Display and Video 360
See and analyse your Display & Video 360 data in Analytics. Export conversions created in Analytics and use them for automated bidding in Display and Video 360. Create audiences in Analytics and use them in Display and Video 360.
Search Ads 360
See and analyse your Search Ads 360 data in Analytics. Export conversions created in Analytics and use them for automated bidding in Search Ads 360. Create audiences in Analytics and use them in Search Ads 360.
With a built-in connection to BigQuery, Google Cloud’s enterprise data warehouse, you can easily join Analytics data with other datasets and unlock BigQuery’s powerful tools for identifying insights.
Salesforce Marketing Cloud Integration
Data from Analytics is visible in the Marketing Cloud reporting UI for a more complete understanding of campaign performance. Your Marketing Cloud emails will be automatically tagged with UTM parameters so that you can use Analytics to understand how effective your emails are.
Google Ad Manager
Apply your Analytics insights to Google Ad Manager to optimise the user experience on your sites and apps, and improve monetisation.
Measure your AdMob app revenue.
Track Google Play purchase and subscription revenue for your app.
Google Search Console
See Search Console data in Analytics and get insight into which Search queries drove users to your site, and how your organic Search performance translates to on-site action.