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Google Analytics

Google Analytics is one of the many tools available to website owners. Alphabet is the primary innovator of the most powerful search engine on the planet—also a leader of the most used mobile operating system and owner of the most used browser. In addition, lesser-known services, such as Google Analytics, play a crucial role for marketers and businesses.

What is Web Analytics?

Web analytics is the collation, analysis, and reporting of website data. This is primarily for optimization and quantification and specific research and improvement goals targeted toward business. It breaks down the number of visitors to websites and the number of page views, which allows the gauging of traffic, popularity, and trends. It also can be applied to tracking data in traditional print and televised advertising.

Google Analytics History

It may be surprising that Google didn’t offer this from the onset, nor did it develop it. Google began offering its service in 2005 after acquiring an independent web program from Urchin Software. Since then, it has become the most widely used analytics service on the web!

Google Analytics, as it’s called, is free of charge on top of monitoring web traffic and duration. Well, the standard version is free to Google members. If you wish to go with the premium version, dubbed 360, it starts at $150,000. However, that money unlocks all of the real-time features, control, and personalization of Google Analytics.

Analytics Integration

The service allows integration into Google Ads (formerly  Google AdWords). Google’s advertising platform also allows advertisers to monitor traffic coming into their site (or sites) and informs them of the efficacy of their advertising models.

Thus, allowing for a total assessment of marketing goals, conversions, quality, and sales. It displays this data for users to access via a casual-user dashboard and a deeper in-depth report set.

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Web Analytics Privacy Concerns

There are many things you need to be aware of when it comes to Google Analytics and privacy. For example, with tracking software, cookies, and the ubiquity of Google itself, the sheer amount of data that can be gathered, quantified, and stored is mind-boggling. Even the relatively benign usage of Ads can raise red flags. Also, the transparency factor is always in question with Big Tech, aka the Big Four (Google, Apple, Facebook, and Microsoft). Remember, these companies help build heuristics or algorithms that gauge a person digitally. Overall transparency and ethical business practices are often a matter of debate amongst the public, politicians, and I.T. companies.

Google didn’t create market research, nor are they any less “guilty” in dissecting a person’s digital life than any other Big Tech company. The inclusion of smart homes becoming a norm has created a potential dilemma of physically eavesdropping into people’s conversations, spaces, and lives without their consent. 

Google is relatively open with its thoroughly spelled-out privacy policy. As with all sites, commercial or not, privacy concerns exist when sharing personal information. Google makes it clear that the ultimate responsibility lies with the user. In other words, be aware of the information you choose to share!

Users should be familiar with privacy.

This is beyond financial transactions for the average internet user as the media remind the public of celebrity hacks. Remember, it’s not wrong to remind users of their responsibility. Google is doing what it can to generate money and collect and quantify personal data. Hence, denouncing it while using it does seem a bit hypocritical. Remember that personal data is exchanged between companies and sold repeatedly and again regardless of actual internet traffic. Even tax information is readily available on the internet, irrespective of user knowledge. 

Transparency of Online Data

Transparency is just Google trying to cover itself from being sued. User agreements are often skipped until an issue is brought to light in the media. It’s just one more layer of today’s reality. Also, who has the time to read the agreements before accepting the terms? 

How Does Google Analytics Work?

These are tiny fragments of Javascript code, which Google calls Analytics Tracking Code. It is a means of tracking, for example, via “page tags” that a website owner embeds within its pages. The code then runs in the client browser and collects the information sent back to Google’s data collection server. This process has several names, from web beacon to tracking bug to the less imposing name of web tag. Whatever term is used for it, the result is the same. The tracking code uses a JavaScript snippet. 

First-party cookies have been another way to track users and traffic. However, the European Union Cookie Directive states, “First-party analytics cookies are not likely to create a privacy risk if websites provide clear information about the cookies to users and privacy safeguards.”  Also, before standardization within the Google Analytics framework, timestamping and many other practices that have become synonymous with unethical third-party cookie practices were common. It is perhaps this aspect that makes people most uncomfortable. 

Web Analytics Benefits

The benefits to small and large business websites are apparent:

  • Businesses can monitor and track online marketing efforts and justify strategies that work and those that have failed. Also, the benefits to the consumers are a further strengthening of this bond, allowing for their data to be used to have ads tailored to them.
  • Web analytics play a key role in sales and website interactions and engagement.

 

Downsides of Web Analytics?

  • Google cannot bypass ad blockers or force browsers to accept cookies. This forces a site to “recognize” the user as a “first-time” visitor at the intersection point. Hence, analytics metrics cannot be accurate without persistent and unique visitor identification.
  • IP addresses (unique device addresses) can be faked, and data can be skewed. 
  • The performance can be affected.

Takeaway on Web Analytics

Whether or not building a person’s digital profile is something to fear, it is a practice that has evolved. Computers and the internet have just exacerbated the practice. Remember, Google web analytic services and many other SEO tools are necessary for webmasters, online marketers, developers, and businesses.

Though Google continues to add new services based on trends, web analytics is here even if Google never introduced analytics. Top websites are all utilizing some form of web analytics in one way or another and using structured data for effective SEO marketing and websites; the few reasons of many that make them successful. Also, understanding and analyzing analytics data allows web designers to improve the user web experience.

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