1.2 How Google Analytics collects and processes data - Analytics Academy on Skillshop

[Music] [Applause] let's take a look at how data flows into Google analytics and how that data is processed to create insightful reports

to connect your website to Google analytics you'll need to add a tag to your site a tag is a small piece of code that is added to each page on your website in order to measure user

Behavior or ad functionality tags can be added directly to your website's code or by using a tag management system like Google tag manager there are several ways to tag based on

how your website is built we'll cover this in more detail later once the Google analytics tag has been added to your website the tag will collect information about users like the

device type in their geographic location and how they interact with different pages on your website or app like page views and form submissions as your customers engage with website or

app content these interactions are sent to Google analytics as events many common interactions are automatically collected as events in Google analytics for example when a user first visits

your website or app Google analytics will log this action as a first visit or a first open event and when a user clicks an outbound link to leave your site GA will record this as an outbound

link click event as events are collected they are processed and then turn into information you can see in reports you can then analyze this data to gain specific insights for the Google

merchandise store analytics can show how many users visit a page that sells clothing compared to a page that sells housewares or it could show you how many users purchase an item like an Android

doll by tracking whether they made a purchase on the confirmation page in order to collect data from apps you'll need to add the Firebase software development kit or SDK to your app we'll

dive a bit deeper into the SDK later for the flood app the Firebase SDK will collect and send data similar to the Google tag for websites this data is processed into reports that could show

you how many users are reaching a certain level in a gaming app or it could tell you how many users made a purchase in the app and what those purchases were you can also create custom events to capture what is unique

and important to your business for example you can log events when a user signs up for a newsletter makes a purchase or reaches a new level on a gaming app once analytics processes the

data it can't be changed so remember when you set up your configuration don't exclude any data you think you might want to analyze later [Music]

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