If you want to improve the experience of your website or app, or maybe you want to ensure the success of your business, you need to be analyzing user behavior.

One of the easiest ways to do that is with Google Analytics.

What is Google Analytics?

Google describes Google Analytics as a web analytics service, which anyone with a Google account can use for free. It provides statistics and analytical tools for search engine optimization and marketing purposes, among other things.

Confused? No worries. Let’s start from the beginning: People purchase their goods online in stages. The last stage is known as conversions, or when visitors become customers by transacting with a business. Google Analytics can measure this behavior and other user data. It can even track key metrics of what led to purchases through traffic sources, and you and your business can use that data to make informed decisions about how to reach new and existing customers.

Imagine an online store that wants to sell more of a specific product, such as a shirt. Using Google Analytics, the store can collect and analyze data from an online social media advertising campaign to see what was most effective and then expand that effort. The store might look at geographical data to understand how people in a certain place buy shirts, and then it could run additional advertising campaigns in those areas. It can also use Google Analytics to see how online shoppers progress to their shopping carts. If it notices a user has difficulty navigating a certain part of their site…

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