Google Analytics

Google Analytics is a tool provided free of charge by Google that website operators can use to analyze data from website visitors. For example, Google Analytics can be used to measure the visit time or click behavior on a page. Statements about browser usage or the location of users can also be collected with Google Analytics.

Google Analytics has been running in version 4 since July 2023. It no longer measures page views and sessions as its basic unit but events, and focuses on the share of sessions with engagement rather than the bounce rate.

From a data protection perspective, using it is not trivial because data flows to Google. You need consent via the cookie notice and a section in the privacy policy. If you want to avoid this, there are alternatives that work without cookies and keep the data in Switzerland or Europe.

More on measurement and campaigns under Online Marketing.

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