Google's free tool for measuring site traffic: where visitors come from, what they do and whether they buy.
What it shows
Visits, sources (Google, social, newsletter), pages read, devices and, when set up properly, form submissions and sales. The current version is Google Analytics 4 (GA4).
What makes it useful
Tracking the events that matter to the business, not just counting visits.
What about consent?
In Europe, analytics cookies switch on only after the visitor gives consent.
