Google Analytics

Integrate Google Analytics (GA) with your websites and mobile apps to better understand how your audience interacts with your digital resources. Google offers a variety of applications and integration pathways which can be overwhelming when getting started. Select one of the options below for the experience that best matches your needs.

Follow simple instructions to get started now

Migrate an existing setup from Google Universal Analytics to Google Analytics 4

tag iconEnable Google Tag Manager

Learn about basic concepts and workflows

Learn about advanced features and use cases

Browse Google Resources

Frequently Asked Questions

Google Analytics (GA) is a platform that allows you to monitor users interaction with your online resources. Link your website to your GA account with gtag.js or Google Tag Manager (GTM). Google collects and analyzes data, and provides you with a variety of user-friendly visualizations of the results.

Standard GA is free. The enterprise level, Google Analytics 360, starts around $10,000 per month.

Some available integrations require purchase or subscription.

Out-of-the-box report categories include Acquisition, Engagement, Monetization, and Retention. Creating custom reports and events is quick and simple.

The Insights & recommendations section provides suggestions specific to your webpage.

The Explorations feature allows you to create funnel and path reports.

You can even track individual users as they switch between mobile app and webpage interactions overtime.

See Understanding Google Analytics Reports for more information.

No, but you can set your Site Options so that it will be. See Enable Gtag.js.

For more options see Getting Started.

See A note about Luminate Online Pseudo URLs

The GA Setup Assistant guides you through linking your UA properties and Firebase projects to your new GA configurations without losing historical data.

See Add a Google Analytics 4 property (to a site that already has Analytics) for more details.

GA allows users to set Data retention preferences by property.

No, but there is a limit to data retention.

GA allows users to set Data retention preferences by property.

The GA4 Setup Assistant wizard guides you through linking your UA and GA4 settings. See Add a Google Analytics 4 property (to a site that already has Analytics) for more details.

Google Analytics Logo

As of July 2023, Google will retire Universal Analytics (UA) and replace it with Google Analytics (GA4).

See Comparing metrics: Google Analytics 4 vs. Universal Analytics.

Looking for more tips, options, or help?

Check out Google Analytics Help and the Google Analytics YouTube Channel.