Features

Whether you want to boost sales or find more users, Google Analytics has the features you need to improve your business across your sites and apps.

Data Collection & Management

Data collection and management with Google Analytics provides a single, comprehensive view of the customer that can be customized to your needs and shared across the organization.

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  • Collection APIs

    Google Analytics offers Javascript libraries, mobile app SDKs (iOS and Android), and an open measurement protocol for comprehensive data collection. The open measurement protocol can be used to import interaction data from any internet-connected third-party system (i.e. CRM, point of sale, kiosk, call center, desktop app, intranet, device, etc.) into Google Analytics.

  • Tag Management Support

    Google Analytics is supported by all leading tag management systems and is seamlessly integrated into Google Tag Manager and Tag Manager 360.

  • Configuration APIs

    Explore flexible and programmatic ways to manage your Google Analytics account with our configuration APIs.

  • Custom Variables

    Google Analytics offers a number of ways to bring in customized data. Custom variables, including custom dimensions, custom metrics, and calculated metrics, can track a wide variety of structured or unstructured text or metrics.

  • Data Import

    Upload data from external sources and combine it with data collected via Google Analytics to extend and cleanse existing data. Use either the step-by-step user interface or the API to upload the data.

  • Native Data Onboarding Integrations

    Analytics offers native data onboarding integrations with AdWords, AdSense, Search Console (formerly Webmaster Tools), Firebase, and DoubleClick AdExchange. For Analytics 360 users, there are additional data onboarding integrations with DoubleClick Campaign Manager, DoubleClick Bid Manager, DoubleClick Search, and DoubleClick for Publishers. These integrations pull data into Google Analytics for deeper analysis.

  • User Access Controls

    User access controls in Google Analytics let you choose the right levels of access for different users of your Google Analytics account. Let some people manage your entire account, while others can simply view and analyze. If you’re using the Google Analytics 360 Suite, you can manage these controls at the Suite level.

Data Analysis, Visualization, and Reporting

Reports can be segmented and filtered to reflect the needs of your business. Access an array of reporting and analysis tools that help you understand your customers from acquisition to purchase.

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  • Data Access

    Google Analytics provides a rich set of options for accessing your analytics data. In addition to our web application, we provide an official Google Analytics mobile app, email notifications and alerts, an external reporting API, and integrations to multiple Google products that allow you to see your data in those products — e.g. AdWords, Google Sheets, Firebase, DoubleClick Bid Manager (Analytics 360 only), DoubleClick Search (Analytics 360 only), BigQuery (Analytics 360 and mobile apps connected to Firebase only), etc.

  • Filtering and Manipulation

    In our tracking libraries you can filter, include, exclude, and modify the primary data fields collected. For data that has already been collected and processed, advanced filters on views or segmentation in reports can filter out unwanted data for analysis, including automated filters for excluding bot traffic and spam. Custom channel groupings, content groupings, and calculated metrics are available for defining additional views, metadata, calculations, and reports that closely align with your business.

    For even deeper filtering and manipulation, customers can use our integrations with Google’s Cloud Platform and BigQuery (Analytics 360 and apps connected to Firebase only).

  • Funnel Analysis

    Google Analytics offers a few tools for insightful funnel analysis on your sites and apps.

    • Shopping and Checkout Funnels
      Analyze the customer path to purchase and determine where customers drop off at each stage in the funnel.
    • Custom Funnels (Analytics 360 only)
      Configure these funnels at any time (not just during implementation) to customize your funnel analysis to your business.
    • Multi-Channel Funnels
      Visualize and report on the multiple campaign touchpoints that users engage in across sessions along the path to conversion.
    • App Event Funnels
      Configure visualization of in-app events into logical sequences to better understand how one action relates to another.
  • Mobile App Reporting

    When it comes to how critically important mobile apps are to today’s businesses, Google Analytics has you covered. Free and unlimited app event reporting provides key insights with app-specific metrics like mobile ARPU and ARPPU, configurable conversion events, and specialized in-app purchase reporting. Our app reporting also provides cross-network attribution with third-party postbacks and much more.

  • Real-Time Reporting

    Real-time reporting support is natively available for many metrics right out of the box. This data is available at scale within seconds after activity is measured on your site and includes API access for this same data.

    Additionally, audiences created using Google Analytics segments for purposes like remarketing (on display and search ads) and for personalization/experimentation (using Optimize or Optimize 360) are available and processed in real-time.

  • Segmentation

    In addition to built-in segments, over 250 signals including demographic information (in connection with Google Analytics advertiser features), behavior information, e-commerce data, marketing data, CRM data, or other external data can be used to create different types of custom segments at the session or the user level.

    You can create a segment of website visitors or app users and then export that list to a DoubleClick (Analytics 360 only) or Google product, like AdWords, where an ad campaign can be created specifically for those users.

  • User Flow Reporting

    For an aggregate understanding of user flow on a site, Google Analytics offers flow visualization reporting which allows you to see how visitors flow through your websites and other channels. Content groupings let you group like pages together to see how groups of content perform.

    For more granular analysis, our user explorer functionality lets you analyze the actions that a user has taken on your site or app.

  • Visualization and Monitoring

    Our built-in reports offer many alternate visualizations including multiple-axes charts, pivot tables, pie charts, bar charts, data tables, and motion charts. Customers can also create customizable, shareable dashboards which can display a variety of widgets.

Data Activation

Make smarter marketing decisions. Google Analytics allows you to seamlessly activate your data to improve marketing campaigns and experiment with new channels and content.

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  • Audience Demographics

    Demographic and interest data provide information about the age and gender of your users, along with the interests they express in their online purchasing activities. By creating audience lists using your app data, you can segment your users and re-engage with them through remarketing. To take advantage of these features, users can activate the advertiser features in Google Analytics.

  • Intelligence and Anomaly Detection

    Google Analytics offers automated anomaly detection and proactive alerts in a number of areas: tracking, configuration, site health, product adoption, product usage, and product integration anomalies. Our diagnostics tool alerts users to a variety of events or metrics that are outside an expected range of values.

    Beyond basic anomaly detection and our diagnostics tool, we have the Analytics Assistant. This tool uses statistical methods paired with machine learning to surface relevant business insights and, over time, customize which insights are relevant for which user.

  • Multi-Touch Attribution

    Google Analytics provides functionality to analyze the path to conversion across marketing touch points. This includes a data-driven, algorithmic attribution model that uses a machine learning methodology to distribute conversion credit across multiple touchpoints (Analytics 360 only). The model applies credit across touchpoints from all major digital channels, including display and video impressions.

  • Predictive Analytics

    Google Analytics features capabilities to help you predict things like which users are most likely to convert. Smart lists tell you which users are the most valuable for you to re-engage with via remarketing, while Smart goals predicts which on-site user behaviors represent high quality engagements (e.g. engagements that are likely to lead to a conversion).

  • Publisher Integrations

    Integrations with publisher tools such as DoubleClick for Publishers (Analytics 360 only), Adsense, and DoubleClick Ad Exchange help publishers optimize their sites for user experience and monetization.

  • Remarketing Integrations

    Google Analytics provides native integrations with display and search ads solutions like AdWords, the Google Display Network, DoubleClick Bid Manager (Analytics 360 only), and DoubleClick Search (Analytics 360 only). Create remarketing lists based on user behavior on your site with Google Analytics and send them directly to your media products.

  • App Notifications and Remote Configs

    Create audiences for your mobile app users when you connect to Firebase and use them to send push notifications and remote configurations across other app developer features.