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Get Started with Google Analytics

Learning Objectives

After completing this unit, you’ll be able to:

  • Describe Google Analytics.
  • Explain whom Google Analytics is for.

This module was produced in collaboration with Google, which owns, supports, and maintains the Google products, services, and features described here. Use of Google products, services, and features is governed by privacy policies and service agreements maintained by Google.


Universal Analytics 360 and the data sources it uses, universal properties (UA), are being sunset. Trailhead shall maintain these modules to support Trailblazers who continue to use these services until such time. We are hard at work developing content that supports the new Google Analytics 4 (GA4) integration.

What Is Google Analytics?

Google Analytics is a digital analytics solution that gives you insight into each stage of your marketing funnel: acquisition, behavior, and conversion.

  • Acquisition involves building awareness and acquiring user interest. The data from Google Analytics helps you evaluate how well your ads, marketing campaigns, and other sources of traffic drive traffic to your site.
  • Behavior refers to the stage of the funnel where users engage with your business. Google Analytics provides the tools for you to analyze users’ behavior on your website so that you can improve user experience.
  • Conversion is when a user becomes a customer and transacts with your business. Google Analytics shows you how successfully your website drives the outcomes that are key to the success of your business.

For example, an online store might have a goal to sell more T-shirts. Using Google Analytics, the store can collect and analyze data from their online advertising campaigns to see which ones are the most effective. Then they can expand those marketing efforts.

The store can analyze geographic sales data to determine if people in particular places buy a lot of shirts. Then they can run additional advertising campaigns in those areas.

The store can also use Google Analytics to understand how users progress through their online shopping experience. If the data shows that users have trouble with a particular step on their website, they can make changes to the site to resolve the problem.

Who Can Benefit from Google Analytics?

Different kinds of businesses can benefit from digital analytics:

  • Publishers can use it to create a loyal, highly engaged audience and to better align on-site advertising with user interests.
  • Ecommerce businesses can use Google Analytics to understand their customers’ online purchasing behavior and better market their products and services.
  • Lead-generation sites can collect user information for sales teams to connect with potential leads.

Marketers, search optimization specialists, web designers, and advertisers are just a few examples of professionals who use Google Analytics.

How Do I Get Started?

To get started with Google Analytics, you set up a Google Analytics account. Then you:

  • Create a tracking ID and add it to your website
  • Define and set your goals
  • Link your Analytics and AdWords accounts

We cover how to get started in the rest of this module. Let’s get going!

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