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06/01/2026
How does Google Analytics work? Understanding the basics of data collection and analysis
Fundamental principles and how it works
Collecting data with the tracking code
Grasping how Google Analytics works is vital for steering any digital strategy. Once the tracking code is installed on your website or app, every visit and user action is recorded. This code, placed in the <head> section of each page, gathers information about page views, session length, traffic sources and specific interactions. For more advanced tag management, Google Tag Manager is often recommended, enabling you to deploy custom tracking quickly and easily.
Processing data and generating insights
The collected data is sent to Google's servers, where it is organised and analysed. Google Analytics 4 (GA4) uses an event-based approach, treating every action as a separate event. This detailed tracking provides a clear picture of the user journey. Predictive models further enrich the data, helping you spot trends and uncover opportunities for optimisation.
Creating tailored reports
Google Analytics produces custom reports so you can assess the performance of each page and monitor conversions. The interface is intuitive and flexible, allowing you to build dashboards that suit your needs. For a deeper dive into digital performance analysis, read our main article Google Analytics on our blog.
Why use it to optimise your digital strategy?
Benefits for monitoring and analysing performance
Google Analytics is indispensable for any business aiming to boost its online presence. It helps you understand where your traffic comes from, identify your best-performing pages, and measure the impact of each marketing campaign. By tracking key metrics, you can continually refine your content strategy.
Valuable insights for better decision-making
The insights provided inform decisions about SEO and user experience. By combining data from Google Analytics and Google Search Console – both integrated into the 360° SEO SaaS solution from Incremys – you can pinpoint the keywords that drive traffic and prioritise the most effective actions.
Main objective: driving digital results
The core aim of Google Analytics is to deliver actionable insights into your digital performance, helping you focus your marketing efforts on the most profitable channels. Analysing visitor behaviour and traffic sources makes it easier to identify areas for improvement.
Tag Manager vs Analytics: what’s the difference?
Distinct features and how they work together
Google Tag Manager and Google Analytics serve different purposes. Google Analytics is dedicated to collecting and analysing data, while Google Tag Manager manages the deployment of tracking tags, making it simple to add scripts without complex technical work.
Examples of use depending on your needs
For standard tracking, installing the Google Analytics code is sufficient. For more advanced tracking, Google Tag Manager is essential. For instance, to track clicks on a button, you simply add a tag via Tag Manager, which then sends the data to Analytics for analysis.
To explore every aspect of digital performance analysis, visit our Incremys Blog.
Concrete example
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