What Is Google Analytics? How to Use Google Analytics Effectively

If you manage a website or do SEO, you have probably heard of Google Analytics. It is a free tool from Google that shows you the customer journey clearly: where visitors come from, what they do on the website and why they leave. With that data you can optimise content, improve the experience and, most importantly, turn traffic into revenue. To understand this SEO tool better, MONA Media walks you through what Google Analytics is and how to use GA effectively in this article.

What is Google Analytics?

Google Analytics (GA) is a free tool developed by Google that lets administrators track and analyse all activity on a website or app. With GA you know how many people visit, where they come from, which pages they view longest and when they leave.

The tool even provides data on users' age, gender and the devices they use to visit. This information is extremely useful for understanding user behaviour, so you can optimise content, adjust marketing campaigns and improve the experience, turning traffic into real customers.

The Google Analytics interface

What is Google Analytics 4?

Google Analytics 4 (GA4) is the latest version of Google Analytics, officially launched on 14/10/2020 to replace Universal Analytics. While the old version mainly relied on page views, GA4 focuses on event analysis, which tracks user behaviour and conversion journeys in more detail. It is seen as a big step forward, with many modern features supporting SEO, marketing and online business performance.

The Google Analytics 4 interface

GA4 highlights:

• Predictive analysis of user behaviour using machine learning and AI.

• Custom, flexible reports built to your needs.

• Track up to 300 events and 30 conversions.

• Customise and extend automated reports.

• Detect anomalies in behaviour and traffic.

• Detailed audience segmentation for more accurate remarketing.

• Deep integration with Google Ads, for more effective ads.

• Tracking without code, with low-latency data updates.

• Many advanced data control options, keeping data safe and transparent.

How does Google Analytics work?

Imagine each website visitor as a customer walking into a shop. As soon as they come in, Google Analytics “hands” them a small tracking card (a cookie) to remember things like which door they came in through, which counter they stopped at, how long they stayed and where they finally left.

All that information is sent to Google's system, where the data is compiled into visual reports. So you know which channels bring visitors to your website, which pages interest them most and where they drop off, giving you a basis to improve and increase conversions.

Key benefits of Google Analytics 

Google Analytics gives businesses a full view of website traffic, from customer sources and behaviour to how long they stay. Beyond measurement, the tool also analyses data and suggests optimisations, from improving user experience to adjusting how content is delivered to better match search needs.

A complete picture of user data in real time

Tracking and understanding data in real time gives businesses an accurate view of their online business. That gives you a solid basis for decisions and for building effective marketing and advertising strategies instead of relying on gut feeling.

With Google Analytics, you can track data in real time and see clearly how data moves on your website, for example:

• The tool tells you the details of each visit: where people come from, what content they view and how they respond, so you can assess content performance and adjust in time.
• On top of that, GA can connect with business management software or a CRM to create a complete dataset that combines the website with the business's real operations.

Whether a website's numbers are good depends heavily on its users. For new businesses, traffic is usually still low, and this is when SEO web on top services are the key solution to get the website onto Google's top page, win more customers and improve sales.

CINESTAR is a cinema chain serving more than 8 million visitors a year and still expanding. To keep up with digital trends and give customers a better experience, CINESTAR worked with MONA to design a modern cinema website with a strong brand identity.

The project not only helped CINESTAR raise awareness and expand its reach but also improved the experience for both customers and the operations team, contributing to strong sales growth.

Explore the website design case study CINESTAR x MONA to see what we did to turn the website into a powerful tool for this cinema brand.

Google Analytics provides unique insights

Beyond measuring traffic, Google Analytics (GA) gives businesses unique insights that help them understand customers and set more accurate strategies. This data is the basis for optimising content, improving user experience and increasing conversion rates.

Some notable insights Google Analytics provides:

• Customer demographics: age, gender, location, interests.

• Access technology: the devices, platforms and operating systems customers usually use.

• User behaviour on the website: visit duration, most viewed pages, bounce rate.

• Traffic sources: visitors coming from Google search, social networks, email or direct.

• Interaction journey: track each step customers take from entering the website to converting.

• Conversion potential: analyse the customer groups most likely to buy.

• Transaction value: identify customer groups that usually buy high-value products/services.

• Repeat purchase behaviour: know which customers visit several times before deciding to buy, so you can run remarketing or send suitable promotions.

With these insights, businesses can analyse each customer group in more depth, predict consumer trends and build marketing or content plans “tailored” to each audience, improving results and keeping costs down.

Google Analytics helps analyse marketing campaigns

To know whether a marketing campaign really works, businesses need concrete data rather than gut feeling. Google Analytics tracks everything from traffic sources and user behaviour to conversion performance, giving you a more accurate view to optimise campaigns.

Some key benefits of Google Analytics in marketing analysis:

• Detailed tracking of traffic from many channels: organic search, paid ads, social networks, email, referral…

• Measuring important metrics: conversion rate, bounce rate, average time on page, cost per conversion.

• Adding UTM tags to analyse the performance of each campaign and each specific traffic source.

• Direct connection with Google Ads to measure ROI accurately and adjust ad budgets sensibly.

• A clear picture of your target customers and their interaction behaviour at each stage of the conversion funnel.

• Comparing performance across marketing channels to allocate budget optimally.

• Making decisions based on real data to increase conversion rates and revenue.

GA supports search engine optimisation and content marketing

Google Analytics provides detailed data on traffic, user behaviour and search keywords, helping businesses assess the performance of a structured full-scope and find ways to improve rankings. The tool also shows how long users stay on a page, which content gets the most interest and how they move around the website, helping marketers optimise content to match customer needs.

Combined with Google Search Console and Google Ads, GA helps measure SEO and content marketing performance. In particular, with AI and machine learning, GA helps predict trends and measure performance SEO AI and to improve ranking in Google AI Overview, raising click-through rates and widening brand reach.

Google Analytics helps track goals and conversions

One of the strongest features of Google Analytics is goal and conversion tracking. Businesses can set custom goals such as purchases, sign-ups, phone calls, document downloads or any important action on a website or app.

All this data is recorded and shown in reports, so you can accurately assess the performance of each marketing campaign and business activity.

Tracking goals and conversions with GA brings clear benefits such as:

• Understanding user behaviour at each stage of the sales funnel.

• Identifying strengths and weaknesses in the process to improve the experience and raise conversion rates.

• Measurement ROI of ad campaigns by connecting conversion data to Google Ads.

• Adjusting budgets and marketing strategy based on real data instead of gut feeling.

• Integrated with Google Tag Manager for more detailed tracking, including conversions from phone calls or actions outside the website.

• Providing a reliable data basis for fast, accurate business decisions.

Doing SEO without tracking and measuring data makes it very hard to know how well your website is performing. With more than 10 years of experience, the MONA team knows how to use Google Analytics to optimise websites, helping businesses reach Google's top results and show up everywhere customers search.

Contact MONA for detailed advice on our SEO Web On Top service and grow your website's revenue.

Useful features of Google Analytics

It stands out from other SEO tools on the market with a range of informative, useful features that only Google Analytics has, such as:

Smart data analysis

One strength of Google Analytics is smart data analysis using artificial intelligence (AI) and machine learning. So the tool goes beyond collecting data: it automatically detects trends, predicts future user behaviour and suggests optimisations.

This helps businesses not only react faster to change but also seize growth opportunities proactively.

Specifically, GA's smart data analysis feature helps:

• Predict user behaviour so you can adjust content and marketing campaigns in time.

• Spot new trends and growth opportunities from real data.

• Get early warnings of risks or problems in marketing campaigns so you can deal with them in time.

• Personalise data with customer segments, filters and custom reports based on your goals.

• Ensure high accuracy by filtering out duplicate or unnecessary data.

• Connect fully with the Google ecosystem (Ads, Tag Manager, Google Search Console) to optimise marketing campaigns.

Many types of reports

Google Analytics provides many types of reports to help you better understand your users and the activity on your website. Below are some important Google Analytics reports you should know:

User report

The user report is an important feature of GA as an SEO tool, letting businesses analyse visitors' behaviour, characteristics and activity in detail. So you can better understand who visits your website, where they come from, what they care about and how they interact.

It is the foundation for optimising user experience, increasing conversion rates and improving business results.

User report

GA's website performance report tells you:

• Total users (Users): The number of individuals visiting the website over a period of time.

• New and returning users: Separates first-time visits from returning visitors.

• Demographics: Information on age, gender, location and language.

• User behaviour: Metrics that track user behaviour such as average time on page, page views, bounce rate, and actions such as clicks or video views.

• Behavior flow: A visual map of the user journey that helps spot pages with high exit rates.

• User segments: Analyse users by traffic source, geographic area or device.

• Session data: Includes session duration, number of sessions, revenue, transactions and conversion rate.

This report helps marketers and website administrators identify the right customer audience, analyse the experience journey and build better strategies to attract and keep users.

Behaviour report

The behaviour report shows you in detail how users interact with a website or app, from the moment they arrive until they leave. It is an important tool for understanding customers' real experience and spotting strengths and weaknesses in content, so you can optimise page structure and increase conversion rates.

Behaviour report

Key points in GA's behaviour report:

• Pageviews: Total views of all pages.

• Average Time on Page: Measures how engaging content is by how long users stay.

• Bounce Rate: The share of visitors who leave the website after viewing only one page.

• On-page interactions: Link clicks, scrolling, video views, document downloads…

• Behavior Flow: A visual chart tracking how users move through the website.

• Page content: Summary of the most viewed pages, landing pages and exit pages.

• Events: Records specific actions such as filling in forms, clicks, file downloads and video views.

With this report, marketers can see which content keeps visitors, which pages make many of them leave, and build a content strategy that better matches user needs.

Conversion report

In the conversion report, businesses track how well the goals they set are performing, such as purchases, sign-ups, document downloads or any important action on the website and app.

This report not only tells you how many conversions were generated but also analyses the customer journey before they complete the action, so you can optimise the sales process and increase conversion rates.

Conversion report

In this report you will find:

• Total conversions: The number of times users completed a goal (purchase, sign-up, file download…).

• Conversion Rate: The percentage of visitors who take a conversion action.

• Goal URLs: The page or content where customers converted successfully.

• Reverse Goal Path: The sequence of pages users visited before converting.

• Funnel Visualization: Shows each step of the conversion journey, helping you spot drop-off points.

• Goal Flow: A flow chart showing the traffic sources and interactions that lead to conversions.

• Top Conversion Paths: The most common paths customers take before completing a conversion.

• Time Lag: The time lag from the first visit to the customer's decision to convert.

With this report, businesses can easily identify quality traffic sources, assess marketing campaign performance and optimise the sales process to increase conversion rates, save costs and grow revenue.

Real-time report

The Real-Time report gives details on the current activity of users who are on the website right now. It provides metrics such as:

• Number of active users
• The websites they came from
• Pages being viewed
• Current interactions
• Events happening in real time

Real-time report

With this report, you can quickly assess the performance of a marketing campaign, a special event or newly published content. It is a useful tool for capturing instant feedback and adjusting in time to improve marketing results and user experience.

 → See now: How to optimise website SEO to reach Google's top results most effectively

Personalised data and interface

With Google Analytics you can access, customise and arrange data exactly as you like to get the reports that best suit your business.

Data access

Lets the account access all data anytime, anywhere, through the app, email, third-party software or other Google products compatible with Analytics.

Filtering and customisation

Customise data to fit your needs with a range of supporting functions such as advanced filters, channel groups, content groups and creating new metrics.

Funnel statistics

• Purchase funnel: Track the purchase journey and see at which stage customers stop.
• Multi-channel funnel: Shows clearly how customers interact and convert through each marketing channel.

Changing the measurement process

Businesses can add new events, metrics or goals to reflect user behaviour and real business processes accurately.

Create and customise reports

With the tools Analytics provides, you can create your own website dashboard with the data, reports and metrics you choose.

Data collection and management

In Google Analytics 4 for websites, data collection and management is designed to be flexible and complete, helping businesses understand user behaviour on both websites and apps.

GA4 works on an event model: from basic actions such as page views and clicks to advanced actions such as downloads or conversions, everything is recorded and analysed.

Key points of GA's data collection and management:

• Event data collection: Records user behaviour such as page views, clicks, file downloads, sign-ups or purchases.

• User information: Includes number of visitors, sessions, approximate location, device and browser.

• First-party cookies: Uses cookies such as _ga to tell users apart and manage sessions.

• User-provided data: Can add information such as email, phone number… (in line with privacy policies and GDPR).

• Automatic and custom events: Supports collecting default events, enhanced measurement and events defined by the business.

• Centralised data management: Stored and analysed in GA through reports and visual dashboards.

• Cross-platform tracking: A single property to manage data from both the website and the mobile app.

• Security control: Administrators can assign access and editing rights and keep data safe.

• Data segmentation: Lets you filter and analyse by user group, event or specific goal.

GA4 provides a modern data collection and management platform, helping businesses track customer behaviour easily, optimise marketing strategy and make decisions based on accurate numbers.

Data processing

One strength of GA4 is its data processing. Instead of just collecting raw numbers, GA4 turns them into meaningful information that businesses can analyse to optimise strategy and make more accurate decisions.

Data collection and processing

GA4 records data from a website or app through events and data streams. In the process, the system automatically filters out spam, bot or internal traffic to keep the numbers accurate.

GA4 also uses algorithms to segment users, analyse behaviour and generate engagement metrics that are genuinely useful. This helps businesses understand their customers instead of being thrown off by “noise” from invalid data.

Configuring and editing data

Administrators can adjust how data is collected and measured. GA4 lets you add or edit events, set filters to exclude unwanted traffic and customise the process to match your analysis goals.

As a result, the data accurately reflects real user behaviour and stays close to the business's goals.

Reporting and data visualisation

Once processed, data is shown in visual reports such as charts, tables, conversion funnels or the Explorations feature for in-depth analysis. This visualisation helps administrators easily spot trends, strengths and weaknesses on the website and act on improvements right away.

Security and compliance

Beyond measurement, GA4 also complies with security and privacy regulations such as GDPR. Businesses can control access, sharing and data storage to keep information safe. This lets businesses use data for analysis without worrying about legal violations.

Integration with many tools

A big advantage of Google Analytics for websites is that it integrates with many different tools, saving businesses time and making data analysis more effective. With these connections you can track everything from ad campaigns and customer behaviour to business performance, all in one system.

Common integrations include:

• Google Ads: Measure ad performance, optimise budgets and bidding strategy.

• Google AdSense: Track display ad revenue on the website.

• Salesforce: Connect CRM data to analyse the customer journey from online to offline.

• Google Data Studio: Visualise data in easy-to-follow reports and dashboards.

• Google Search Console: Analyse organic search performance, keywords and impressions.

Some advanced integrations (only in Analytics 360):

• Google Ad Manager: Advanced management and optimisation of display ads.

• Google Cloud: Store, process and analyse big data.

• Custom Tables & Custom Funnels: Customise data tables and analysis funnels in more detail to fit the business's own goals.

Important metrics you can track with GA

To use GA effectively, you need to know the following important metrics:

Users

Users is the most basic and important metric in Google Analytics, showing the number of individuals who visited the website over a given period.

Each user who visits is assigned a unique Client ID so the system can record and tell them apart. In practice, when people talk about website “traffic”, they mean this number of users.

To see Google Analytics traffic reports, simply go to Audience → Overview → Users.

Sessions

A session is a series of actions a user takes when interacting with a website. One user can have many sessions if they come back to the website several times. If a user lands on a page and leaves immediately without any action, that session is called a single-page session, and its duration is 0.

Session rules in Google Analytics:

• A session starts when: the user has just arrived on the website, or after 30 minutes of inactivity they take a new action such as changing page, viewing a product, scrolling, clicking…

• A session ends when: there has been no interaction for 30 minutes, or the user closes the browser or moves to another website and does not come back within that time.

To see the number of sessions in Google Analytics, go to Audience → Overview → Sessions.

Pageviews

Pageviews is the total number of pages viewed by all users. As long as a user lands on a page, even without interacting or leaving immediately, it counts as 1 pageview

How to see Pageviews: Audience → Overview → Pageviews

Bounce Rate

Bounce rate is the number of times users visit the website and leave without any interaction (single-page sessions). A higher bounce rate suggests the website does not provide the information users need, so search engines rate it low.

How to see Bounce Rate: Audience → Overview → Bounce rate

A lot of you look at total traffic and forget to split it: who is new, who is returning. New users help you expand the market, while returning users are a sign of loyalty. In this video Huy shows you how to track and build a strategy for each group, so watch now to take your SEO project further!

How to tell pageviews, sessions and bounce rate apart:

Example: Visit website ➞ Page A ➞ Page B ➞ Leave

Analytics will record:

• Trang A: +1 view, +1 session, no effect on bounce rate
  Page A has an action (moving on to page B), so it counts as +1 session
• Trang B: +1 view, 0 sessions, bounce rate goes up
  Page B only counts +1 view because the user just viewed it (without any interaction with the website) and then left, so it does not qualify for +1 session and it raises the bounce rate.

Average session duration (Avg. time per sessions)

Average session duration tells you how long a user is active on your website. The higher the average session duration, the more it shows your website provides useful information and content that keeps users longer.

Average session duration = Total duration of all sessions / Total number of sessions

How to see average session duration (Avg. time per sessions): Audience → Overview → Average session duration.

Pages/session (Avg. pageviews per sessions)

Pages per Session tells you how many pages each user views on average in one session.

For example, if a user enters the website and browses in this order: page A → page B → back to page A, the system still records 3 pages/session, even with the repeat.

There is no fixed “standard” threshold for this metric; it depends on the type of website. For example, clothing websites usually have high pages/session because users tend to look at many products, while service introduction websites or landing pages usually have lower pages/session.

To see pages/session in Google Analytics, go to Audience → Overview → Pages/session (Avg. Pageviews per Session).

Conversion rate

A conversion happens when a user visits the website and takes exactly the action you want. Depending on your business goal, a conversion can be:

• Visit and buy → from visitor to customer.

• Visit and leave contact details → from visitor to potential customer.

• Visit and download the app → from visitor to user/customer.

Common examples of conversions are 1 order, 1 newsletter sign-up, 1 contact form, 1 app download or 1 successful call.

You can set up and track conversions in Google Analytics under Administration → Goals.

How to calculate Conversion Rate:

Conversion rate = (Number of goal completions / Number of website visits) x 100 

Example: You want to know how many of 550 website visitors signed up for the newsletter?

• In this case 1 conversion is 1 sign-up
• Conversion rate = (Number of sign-ups / 550) x 100

How to sign up for and use Google Analytics

To sign up for Google Analytics, first log in to your Google account https://accounts.google.com/servicelogin

Then go to https://analytics.google.com/ and select “Start measuring” to sign up.

1. Account details

Enter an account name and select continue

2. Set up a property in GA

After creating a Google Analytics account, you need to set up a Property to start measuring data:

• Enter basic information: fill in the property name, choose the reporting time zone and currency.

• Open advanced options: click “Show advanced options”.

• Turn on Universal Analytics: select “Create a Universal Analytics property”.

• Enter the website URL: fill in the address of the website you want to track.

• Choose the mode: tick “Create a Universal Analytics property only” to use the old GA interface (Universal Analytics).

3. About your business

In this step, you provide basic information about your business so Google Analytics better understands how you will use the data:

• Choose the Industry Category: for example E-commerce, Education, Real estate, Technology…

• Business Size: choose the number of employees that matches your organisation.

• How you will use Analytics: tick the relevant items, such as measuring website traffic, analysing user behaviour, tracking sales…

• Click Create to finish the setup.

Once done, you will get a Tracking ID/Tracking Code to add to your website and start collecting data.

4. Confirm and complete sign-up

This is the Analytics interface after sign-up and setup are complete

Note: If you already have a Google Analytics account, you can skip the steps above and choose to create a new property in the admin section to enter the necessary information.

How to add the Analytics tracking code to your website

After creating a property in Google Analytics, you will get a tracking code. This code needs to be inserted into your website so GA starts collecting data.

How to get the tracking code from Analytics

In Google Analytics, go to Admin → Property → Tracking Info → Tracking Code.

Copy the entire code gtag.js the system provides.

How to add the tracking code to your website

1. How to add the tracking code to a regular website

For a static HTML website: paste the code right before the </head> tag in the HTML file.

2. How to add the tracking code to a WordPress website

The quickest and easiest way to integrate Google Analytics with WordPress is to use a plugin:

• Go to Appearance → Theme Editor and insert the code before the tag </head> trong file header.php.

• Or you can use a plugin such as Insert Headers and Footers to paste the tracking code.

After installing, visit the website and open Google Analytics → Real-Time report to check whether the visit has been recorded. Once integration succeeds, Google Analytics starts collecting data on users, behaviour and traffic sources on your website.

How to install Google Analytics 4 with Google Tag Manager

Sign up for a Google Tag Manager account at: https://tagmanager.google.com/

Select create account to start signing up

Fill in all the account information → select To create

• After selecting To create, the terms page will appear
• Tick the “Accept terms” box and select “Have” to continue

• After completing account sign-up, you will be taken to the dashboard and receive the code Measurement ID (for example: G-XXXXXXX).
• Add the tracking code to your website following the integration steps above

• After adding the tracking code
• Select New tag on the main screen

• Click the tag configuration panel
• Select the configuration Google Analytics: GA4 Configuration

At this step, you need the measurement ID from Google Analytics to continue

• Go to the Google Analytics interface
• Select Admin ➞ GA4 Setup Assistant ➞ Get started creating a new GA4 property

Select Create property to continue

Select See your GA4 property and switch to the GA4 interface to get the data stream code

• After switching to the GA4 interface
• Select Admin ➞ Data Streams ➞ Select your website

Copy the measurement ID of the web stream

Paste the measurement ID into Google Tag Manager where you left off in the previous step

Click the panel Triggering

Choose a trigger ➞ select All Pages

Once you have the Measurement ID and Choose the trigger ➞ Save

The last step is to select Submit on the overview page

Google Analytics 4 vs Universal Analytics

Below is a comparison table of Google Analytics 4 and Universal Analytics to show you the differences between the two:

The Google Analytics admin system

The GA4 admin system is designed to help users manage, configure and control data and Analytics assets efficiently and flexibly. The admin interface has three main levels: account, property and view.

Account

This is the highest-level unit you can create in Analytics. The account is your access point to Google Analytics. You need at least one account to access Analytics and to define the properties you want to track. An organization usually has one or more Google Analytics accounts. Each account can hold up to 50 different properties, so you can customize the properties in an account as needed.

Main features of the account level:

• Create and manage multiple accounts: Suitable for organizations with several brands or separate projects.

• Holds multiple properties: Each account can manage up to 50 websites/apps.

• Access permissions: Administrators can grant different users permissions at the account level, keeping data secure.

• Centralised data management: Makes it easy for the organization to control and compare performance across websites/apps.

• Customizable to your needs: Lets you set up properties, goals and configurations to fit each project.

Property

A property represents a specific website or mobile app you want to track. Each property has a unique Tracking ID, usually in the form UA-xxxxxxxx-y.

• The middle digits (xxxxxxxx): the account number (Account ID).

• The final digit (y): the property number (Property ID) within the same account.

With this ID, Google Analytics can identify your website or app and collect its data accurately.

View

A view is the administrative level in Google Analytics that lets you access and customize reports. Each view is created from a property and can have its own filters to process data the way you want. One property can contain several views, up to 25.

To avoid scattered or skewed data, keep a single property and only create the views you need. Administrators can also give other users access to individual views, so they can follow and analyze reports based on the processed data.

Frequently asked questions about Google Analytics

1. How do I see the users visiting my website?

To see the users visiting your website, go to your Google Analytics dashboard and follow these steps:

• Step 1: Sign in to your Google Analytics account.
• Step 2: Select the website whose users you want to see.
• Step 3: In the left sidebar you will see a vertical menu. Click “Audience”.
• Step 4: In the submenu you can choose options such as “Overview”, “Active Users”, “New Users” and more to see the users visiting your website the way you want.

2. How do I share Google Analytics data with other people?

To share Google Analytics data with someone else, follow these steps:

• Step 1: Sign in to your Google Analytics account.
• Step 2: Select the website whose data you want to share.
• Step 3: In the left sidebar you will see a vertical menu. Click “Admin”.
• Step 4: In the “Account”, “Property” or “View” column, depending on the level of access you want to share, select “User Management”.
• Step 5: Enter the email address of the person you want to share data with and choose the matching permissions.
• Step 6: Click the “Add” button to finish sharing the data.

3. Can I track Google Ads campaigns in Google Analytics?

The answer is YES, you can track Google Ads campaigns in Google Analytics. To do this, link your Google Analytics account with your Google Ads account. Once linked, you can follow ad performance, traffic and user behavior related to your campaigns in Google Analytics reports.

4. Does Google Analytics cost money?

Google Analytics comes in both a free version and a paid version.

• The free version of Google Analytics is a very powerful tool you can use to collect and analyze your website traffic data at a basic level.
• The paid version, called Google Analytics 360 Suite, is built for large businesses that need detailed, varied and scalable data analysis. It offers more features and stronger analysis, such as integration with other ad platforms, integration of different data sources, and support for optimizing ad campaigns.

Google Analytics is a very good website analytics tool that helps website administrators monitor their site and steer their plans better.