Definition of: Google Analytics

Google Analytics is a free web analytics tool for measuring, analyzing and understanding user behavior on a website. It provides detailed information about who visits your site, how they interact with it, where they come from and what actions they take.

Having this data is key to make decisions based on real information, optimize digital campaigns and improve the user experience. That is why Google Analytics is fundamental in SEO strategies, as well as in integral digital marketing.
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What Google Analytics can measure

Users and sessions

Number of visitors, frequency of visits and duration of each session, which helps to understand the reach of your website.

Traffic origin

Knowing whether users come from organic search, SEM campaigns, social networks, email marketing or external referrals allows you to adjust your acquisition strategies.

Web behavior

Most visited pages, navigation paths, time in each section and bounce rate, to identify strengths and areas for improvement.

Conversions and goals

Measuring purchases, form completions, downloads or subscriptions allows you to evaluate the effectiveness of your campaigns. This connects directly to marketing automation and lead generation strategies.

Devices and technology

Information about browsers, operating systems and devices used by visitors to optimize the mobile and desktop experience.

Audience segmentation

It allows you to analyze behavior by geographic location, language, interests or previous behavior, helping to personalize messages and campaigns.

Campaign performance

Tracking the impact of ads and promotions, measuring ROI and facilitating decisions on investment in SEM or Display Advertising.