Definition

What Is Google Analytics (GA4)?

A free web analytics platform by Google that tracks and reports website traffic, user behaviour, conversions, and campaign performance.

Related Terms

Analytics

Conversion Rate

Tag Manager

Heatmap

UTM Parameters

Example

Reload Mode installs GA4 on client sites to track demo request conversions, traffic sources, and page engagement metrics.

Google Analytics is used by over 28 million websites worldwide, holding approximately 73% of the web analytics market — according to W3Techs web technology surveys.

Synonyms:

GA, GA4, Web analytics

Acronyms:

GA4

What it applies to

Any website that needs to understand how users find it, what they do on it, and whether they convert. GA4 is free and should be installed on every production website.

How to set up GA4

  • Create a Google Analytics account at analytics.google.com and set up a GA4 property for your website.
  • GA4 provides a Measurement ID (G-XXXXXXXXXX). Add this to your site via Google Tag Manager — the recommended method — or directly in the page's <head>.
  • GA4 automatically tracks page views, scroll depth, outbound clicks, file downloads, video engagement, and site search.
  • Set up conversion events — mark form submissions, thank-you page views, or key button clicks as conversions in the GA4 interface.

In Webflow

Install GA4 via Google Tag Manager. Add the GTM container snippet to Webflow's Project Settings → Custom Code → Head Code and Body Code fields. From GTM, deploy the GA4 Configuration tag and any additional conversion or event tags without touching Webflow's codebase again.

Key reports to review regularly

  • Acquisition: Where visitors come from — organic search, paid, social, direct, email.
  • Engagement: Pages with the highest engagement rate and average session duration.
  • Conversions: Which pages and traffic sources drive the most conversion events.
  • Landing pages: Which pages users enter the site on — and their conversion rates.

Google Analytics: Common Questions Answered

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