What is Google Analytics? This tool is important to help you analyze your website traffic data. In this post, we separate all the details of Analytics and Analytics 4.0 to help you improve your digital business engagement. Check out!

What is Google Analytics?

Google Analytics is a free tool that helps in accounting and analysis of your site’s data traffic. Monitors the performance of your digital business, serving as a basis for drawing efficient strategies.

With Analytics, combined with digital marketing, it is possible to access the profile of the visitor to your online business. Visiting statistics and other information come to you in the form of reports.

Want to know how to use the tool? Come with us! Next, we’ll tell you more about the Analytics 4.0 platform!

Why use Google Analytics?

By implementing this tool in your online businessyou learn the devices used by internet users to reach your websites, such as a computer, tablet or cell phone. The program helps define the best time to convey your marketing strategies and campaigns and establishes the time when there is the greatest engagement of the target audience.

Google Analytics allows you to check where the money invested in your campaign does and how much return was obtained. After all, it is only possible to verify failures and achieve results by measuring the entire process, and then changing plans and adapting strategies. In addition, the platform supports you to get to know your audience better.

How does Google Analytics work?

Imagine this: a user accesses the internet through a browser. As soon as he enters a website that has the Analytics code, a session is generated. The code installs a cookie on your browser to let you know if you are a recurring or new user. This code reads the login information (language, country, city, and device) to be grouped in the session and sends it to Google Analytics.

This data is now converted into reports and metrics for you to analyze and make better decisions. Check it out below:


You can set goals, track the progress of campaigns, create dashboards (based on the metrics you choose), and monitor events (according to the buttons and menus clicked by the visitor). Below are the topics removed from the reports?

  • Audience: who is your audience, who consumes your content and/or service (man, woman, location, age group, constant user, etc.)
  • Acquisition: how the audience arrived at your site ( email marketing, social network, organic traffic )
  • Behaviour: what the user does when he comes to my online business. Making an analogy, see behaviour such as the purchase journey, the lead generation and engagement step
  • Conversions: Here you already know who visits, where they come from and how they behave on your website. This way, you will know what the person consumes (e-book, course, service).

With Google Analytics, it is possible to access the profile of your online business visitor

With Google Analytics, it is possible to access the profile of your online business visitor


A metric is a quantitative measure of target audience data and can be taken from either sum or proportion. For example, the dimension city could be associated with population and thus obtain a specific value from all residents of the place. The following are the metrics offered:

  • Sessions: number of times your page is accessed
  • Users: number of visitors who access your website/ landing page
  • Views: total pages viewed for each session. For example: if the person enters the site and clicks on two posts, two visited pages will be computed
  • Number of pages per session: average number of pages readers browse per session
  • Average session duration: reader’s length of stay on the site
  • Bounce Rate: Percentage of users who sign in and stay less than a minute or don’t click on any page
  • Percentage of new sessions: it is not that relevant, but it serves to get an idea of ​​the growth of accesses in a period, but not to know if the visitor is recurrent or new. If the browsing history is deleted, the user, even if he has already entered the site, will be considered new.

Remember: it is not always necessary to analyze all the aspects mentioned above. It’s up to you to choose the reports or metrics that best meet the expectations of your digital business. Now that you understand what data Google Analytics provides, how about learning how to capture these indexes? Come on!

Google Analytics: first steps


  1. First of all, you need a Google account. Preferably use one specific to your digital business
  2. Go to the Google Analytics homepage and go to ‘create an account’
  3. After the requested registration, the system will generate a code and send you
  4. Insert this code on every page of your site (in HTML, it should be placed before </head>)
  5. Wait 24 hours for the collection to start
  6. The more configured the platform, the more accurate the results and, consequently, its analysis. To complement your knowledge, Google provides a channel on youtube with tips for navigating the system (access here ).

Analytics 4.0

Launched in October 2020, this update of Google Analytics is the union between site data and application. It was designed both for users who only have a website or an application and for both. Analytics 4.0 allows for greater data collection. In this version, there are also new metrics:

  • Engaged sessions: visitors who stayed on the site for more than 10 seconds
  • User engaged sessions: analyze how many times users actually generated sessions that engaged
  • Average engagement time: counts the open app or website in the foreground, within the website effectively
  • Engagement rate: sessions that interacted divided by sessions in total

Analytics 4.0 also brings features like smarter insights (more accurately in visitor behaviour), deeper integration with Google ads (campaign optimization), measurement data focused on the client and simplified control of data.

Now that you know how Google Analytics and Analytics 4.0 work and the importance of this tool for your online business, how about getting your hands dirty?

Create an account now and monitor every step of your campaigns. Analytics can revolutionize the strategies of your digital business!