What is Google Analytics?
It’s a service which collects data about your digital presence. Contrary to popular belief, the platform is not limited to just websites. It is now capable of tracking Android and iOS apps using the Google Analytics mobile SDKs, and indeed any connected device using the Measurement Protocol, a feature which opens up new realms of possibilities around the Internet of Things.
How does it work? In short, for Google Analytics (GA) to function correctly, every page on your website must include a small snippet of code containing your unique GA ID (UA-XXXXXX-X). The code collects anonymous information about your site’s visitors and their behaviour, including their location and browser, their path through your website, and how they interact with specific pages.