Google Analytics gives you the free tools you need to analyze data for your business in one place and get a deeper understanding of your customers. It is a web analytics service offered by Google currently as a platform inside the Google Marketing Platform brand. 

In July 2023, Google released GA4 (Google Analytics 4) to replace the current UA. The major difference between the two is that GA4 allows you to track analytics on websites and applications, while UA was limited to website tracking.

The Magnolia connector for Google Analytics empowers development teams to easily connect Google Analytics to Magnolia with just a few lines of configuration and marketing teams to see the analytics data where they typically work - inside the CMS.

The data from Google Analytics is rendered as user-friendly charts and visual indicators inside Magnolia. A dashboard of default metrics, such as visitors and sessions, are provided out-of-the-box. You can customize the dashboard to include metrics that are important for your business, as well as change how the data is displayed.

As a result, marketers get to see the metrics tightly coupled to content; they can analyze performance faster and benefit from less context switching between tools.