What is Google Analytics?

Google Analytics is a web analytics tool that allows you to measure site traffic, acquisition sources, conversions and user behavior.

With GA4, the tool is based on an event-oriented model, which is more flexible to follow personalized interactions.

It is widely used as the basis for digital measurement in many organizations.

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Google Analytics provides a numerical vision of the traffic and conversions of a site.

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Key features for B2B teams

• Traffic measurement by channel (SEO, SEA, social, social, email, referral, direct)
• Conversion tracking (forms, clicks, custom events)
• Analysis of user journeys and conversion funnels
• Segmentation by country, device, traffic source, or behavior
• Integrate with Google Ads and other Google products

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Analytics helps to understand which channels and pages actually contribute to business goals.

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For whom and in what contexts?

Google Analytics is used by the vast majority of marketing and product teams, regardless of business size.

It is especially important for B2B sites that want to measure the real impact of their acquisition efforts.

• Monitoring the performance of a showcase site or blog
• Measuring the results of SEO, SEA or social campaigns
• Analysis of courses before filling out a key form

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Analytics is the basic tool for connecting traffic, behaviors, and conversion goals.

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Google Analytics prices

Google Analytics offers a free standard version (GA4), sufficient for most SMEs and B2B sites.

A paid version (Analytics 360) exists for large organizations with advanced data volumes and needs.

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For the majority of B2B projects, GA4 is more than enough if it is well configured.

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We-R agency opinion on Google Analytics

Google Analytics remains a must for measuring the performance of a Webflow site or any other platform.

Well configured, it allows you to track not only traffic, but especially conversions that really matter.

• Define key events (forms, CTA clicks, downloads)
• Compare the performance of different pages and content
• Feed more global dashboards (Looker Studio, etc.)

The limits: sometimes complex interface, RGPD compliance to be well managed, and the need for a good initial configuration.

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Google Analytics is essential, but should be configured around business goals rather than left in the default configuration.

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Alternatives and tools similar to Google Analytics

Several alternatives exist depending on the needs:

• Plausible, Matomo, Piwik PRO: more privacy-oriented or self-hosting solutions
• Mixpanel, Amplitude: product analytics-oriented tools
• Session recording tools like Microsoft Clarity or Hotjar: complementary for qualitative analysis

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Google Analytics remains the reference in web analytics, but other solutions may better meet certain privacy or product challenges.