What is Google Analytics?
Google Analytics is Google’s web analytics platform that tracks how users find and interact with your site — traffic sources, pages, sessions, conversions and more. The current version, GA4, is an event-based analytics system that has replaced Universal Analytics.
Why Google Analytics matters for SEO
SEO decisions need data: which keywords drive traffic, which pages convert, where users drop off. Analytics connects SEO activity to business outcomes, letting you double down on what works and fix what doesn’t.
Key SEO metrics in Analytics
- Organic sessions and users by landing page.
- Engagement rate and session duration.
- Conversion events attributed to organic search.
- Traffic source comparison: organic vs paid vs social.
Analytics and GEO
As AI traffic grows, analytics helps you measure referral traffic from ChatGPT, Perplexity and AI Overviews — the new frontier of attribution.
Related terms
How Social SEO Team can help
We set up analytics that measure what matters. Explore our SEO services.