Join David Booth for an in-depth discussion in this video What is Google Analytics?, part of Up and Running with Google Analytics Premium.
- Put simply, Google Analytics Premium is just regular old Google Analytics that for a price, can be turned on in order to offer some additional things that enterprises tend to really need. So, to understand Google Analytics Premium, it's important to start with Google Analytics. Google Analytics, or GA, as it's often referred to, is a platform that helps people and organizations measure and understand what's happening on the digital properties that they own. With a little bit of code and configuration, Google Analytics can be installed on websites, mobile websites, mobile apps, and through something called the Measurement Protocol.
It can even collect data from things like Point of Sale terminals, or just about any connected thing that you might want to track. Once it's installed, Google Analytics will start tracking just about anything you want it to. Let's take the example of using GA to track a website. It will collect a lot of data by default and you can configure even more to understand more about where your visitors are coming from, what they're doing, and the behaviors and attributes of those visitors. So, when someone visits your website, GA could tell you the geography they're visiting from, whether they found your site from a search on a search engine, or a click on an ad that you might be running.
And it could track whether they're on a mobile device or a laptop, what browser or operating system they're using, what language they have installed as a default, whether they've been to your site before, the pages they visit, the videos they watch, the buttons they click, how long they stay, whether or not they'll fill out forms or buy things. You get the idea. As a marketer, you can use this data to better understand and manage your advertising campaigns against the goals of those campaigns and the audiences that you're targeting. As a website content producer, you can use Google Analytics to understand how visitors are interacting with the various elements of your site, how they flow from one area to another, and ultimately, how you can make the experience better.
If you're managing an e-commerce component of your website, you can start to understand what products are performing well at various stages of the purchasing path, which merchandising areas are working better than others, and more. And of course, all of this can be done with mobile apps, as well as websites. Generally, Google Analytics or any other web analytics tool helps organizations collect data around what's happening and then use that data to find ways to improve performance, make better decisions, and continually optimize the user experience.
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