Google Analytics

Google Analytics is a powerfulweb analytics solution that enables you to measure and explore user behavior on a site or application in detail. By inserting tracking code on site pages, the tool collects valuable data on traffic, acquisition sources, interactions and conversions, offering a comprehensive view of digital performance.

Key features :

• Analysis of overall traffic and by source (SEO, SEA, social, direct, referral...),
• Visitor behavior tracking: page views, session duration, bounce rate, navigation depth,
• Measurement of conversion objectives: transactions, forms, strategic clicks, personalized events,
• Advanced segmentation: devices, geographies, visitor types (new vs. repeat),
• Exploration of conversion tunnels and customized funnels (in GA4),
• Create customized reports and dashboards tailored to your business or marketing objectives.

CRO contributions :

Google Analytics is a central pillar of any Conversion Rate Optimization approach, as it enables :

• identify friction points (pages with high exit rates, abandoned forms, etc.),
• identify high-potential segments (mobile users, regular visitors, etc.),
• prioritize A/B tests based on factual data,
• measure the impact of optimizations on key KPIs (CVR, RPV, bounce rate, etc.).

Limits and complementarity :

Like any quantitative tool, Google Analytics shows the "what": what users are doing, where they're clicking, where they're leaving...
But it doesn't on its own understand the "why": why a user is abandoning a shopping cart, why a page isn't converting, why a CTA is being ignored.

This is why it must be complemented by qualitative approaches, such as :

• user testing (situational behavior),
• session analytics (Hotjar, Clarity, Contentsquare),
• in-page surveys (VoC),
• joint use with BigQuery to cross-reference product, CRM or A/B test data.

This data triangulation approach (quantitative + qualitative + experimental) is essential for building solid optimization hypotheses, based on a complete understanding of user behavior.

‍