Google Analytics

What is Google Analytics?

Google Analytics is a free web analytics tool from Google that allows website operators to evaluate the behavior of their visitors. It shows, among other things, how many people visit a website, where they come from, which content they view, and which actions they perform. This data forms the basis for well-founded, data-driven decisions in online marketing and search engine optimization.

Google Analytics 4: The Current Version

Since July 2023, Google Analytics 4 (GA4) has been the only active version. The previous Universal Analytics was discontinued and no longer collects data. Anyone reading old guides or tutorials should therefore check carefully whether they already refer to GA4, as the new version differs fundamentally from the old one.

The most important difference: GA4 is based on an event-based model. While Universal Analytics primarily counted sessions and page views, GA4 records almost every interaction as an individual event, such as page views, scrolling, clicks, or downloads. This allows user behavior to be mapped much more precisely and across platforms (website and app together).

Key Metrics in GA4

• Users and Sessions: How many people visit the website and how often.
• Traffic Sources: Where visitors come from, such as organic search, direct access, referrals from other sites, or social media.
• Engagement Rate: The proportion of "engaged sessions," i.e., visits with genuine interaction. This metric has largely replaced the former bounce rate as a key value in GA4.
• Average Engagement Time: How long users are actively engaged with the page.
• Key Events (formerly Conversions): Particularly important actions such as purchases, sign-ups, or form submissions. Google renamed these from "Conversions" to "Key Events" in 2024.

What GA4 Can Do

• Evaluate Content: Identify which pages perform well and which need revision.
• Understand Audiences: Gain insights into the origin, devices used, and behavior of different user groups.
• Measure Important Actions: Define and track Key Events to reflect actual business success.
• Create Custom Reports: Use the "Explorations" section to build individual, in-depth analyses.

Integration with Other Google Services

The special value of GA4 arises from its interaction with other Google tools:

• Google Search Console: Provides data on search queries, rankings, and click-through rates from organic search. Linking it with GA4 combines SEO data with visitor behavior on the site.
• Google Ads: Allows tracking the impact of paid campaigns up to conversion and using advertising budgets more effectively.

Note: Google no longer offers a standalone tool for A/B testing since the discontinuation of Google Optimize (September 2023). Third-party tools are now required for this purpose.

Data Protection: Particularly Important in Germany and the EU

The use of Google Analytics is sensitive under EU data protection laws, as it processes personal data. Website operators must consider several points:

• Consent Required: GA4 may only be loaded after the visitor has actively consented via a cookie consent banner.
• Consent Mode v2: For users in the European Economic Area, Google has required the so-called Consent Mode v2 since 2024, which transmits the consent signal to Google. Without it, certain advertising and analytics functions no longer work.
• Data Processing Agreement: A corresponding contract must be concluded with Google, and the use must be transparently stated in the privacy policy.

Due to these requirements, some operators in German-speaking regions opt for more privacy-friendly alternatives like Matomo, which can also be self-hosted, offering more control over the data.

Google Analytics and SEO

For search engine optimization, GA4 is particularly valuable in combination with the Search Console. This allows you to see which content generates organic traffic, which pages have high bounce rates or short dwell times, and where optimization is needed. The Search Console provides the raw ranking and keyword data, while GA4 shows what visitors do on the site afterward.

Conclusion

Google Analytics 4 is a powerful and free tool for understanding the behavior of website visitors and making decisions based on data rather than assumptions. It is important to adapt to the current GA4 model, which differs significantly from the discontinued Universal Analytics. Equally crucial is the data protection-compliant setup, especially in Germany and the EU. Those who pay attention to both will gain a valuable foundation for optimizing their website, content, and marketing.