Did you just create your first website? Congratulations, you have taken a key step in your digital presence! Between design, content strategy and SEO, you have worked hard to provide a powerful showcase for your visitors. But do you know what really happens? after their arrival on your site?
That's where Google Analytics Come on in.
Why use Google Analytics?
Whether you are a TPE, SME or a large company, understanding the behavior of your visitors is essential to optimize your digital strategy. Google Analytics offers you a clear vision of:
- Where your users come from,
- How they interact with your content,
- Which makes them convert... or leave.
In other words, this tool helps you make decisions. data-driven to improve your site, marketing campaigns and user experience.
At La Nation Du Web, web agency located in Paris 11, we accompany companies in their digital transformation using data and innovative tools such as Google Analytics.
Google Analytics: What exactly is it?
Developed by Google, Google Analytics is a free platform collects and analyzes your visitors' browsing data, whether on a website or mobile app.
Through a tracking system via cookies and beacons, GA provides you with detailed reports on:
- The demographic profile of your visitors (age, gender, language, interests...),
- Their provenance (Google, social networks, reference sites...),
- Their behavior on the site (pages visited, session duration, rebound...),
- Conversions (purchases, completed forms, clicks...),
- The performance of your content,
- The effectiveness of your advertising campaigns (Google Ads, social networks...).
And with Google Analytics 4 (GA4), you now benefit from Advanced features based on artificial intelligence, such as behavioural forecasts or alerts in case of anomaly.
How to install Google Analytics on its website? The 3 essential steps
1. Create your Google Analytics account
Go to the official Google Analytics platform with a Gmail address. Click « Start free », then:
- Name your account (you can manage multiple properties),
- Add Property (your site or application),
- Fill in your company information (sector of activity, size...).
Once the conditions are accepted, you are ready to proceed to the next step.
2. Configure a data stream
The data flow corresponds to the source you want to analyze (website or mobile app).
You will need to indicate:
- LURL your site,
- One flow name (e.g. MonWebsite_FR),
- And activate the improved measures (page views, clicks, scrolls, downloads...).
One Unique measurement ID You will be provided, indispensable to link your site to Google Analytics.
3. Include the tracking code in your site
Three options are available:
- Global site mark (gtag.js) : to be inserted manually in HTML code,
- Google Tag Manager : a simplified method to avoid changing the source code,
- CMS extensions : if you use WordPress, Shopify, Wix... you can use plugins like Site Kit by Google.
⏳ Note: 24 to 48 hours may be required before the first data appear.
Google Analytics and WordPress: a simplified integration
If your site is under WordPress we advise you to install the free extension Site Kit by Google. It allows you to:
- Easily connect your site to Google Analytics,
- View your data directly in your WordPress back office,
- Access other Google tools (Search Console, PageSpeed Insights, etc.).
Analyze your data: understand the key reports of GA4
Once your account is set up, you will have access to a intuitive interface with different dashboards. Here are the main sections to know:
1. Overview
On the homepage you will find:
- Real-time traffic,
- The evolution of users,
- The most viewed pages,
- The recorded conversions,
- And automatic displays generated by AI (alerts, predictions...).
2. Real-time data
This report shows you what visitors do online :
- The number of users connected in the last 30 minutes,
- Their geographical location,
- The pages currently consulted,
- Active traffic sources.
Ideal for testing your campaigns or new pages right after they are posted online.
3. User life cycle
Google Analytics 4 offers four basic reports:
- Acquisition : how visitors arrive on your site,
- Commitment : what they do there (average time, page views...),
- Monetization : income generated (for e-commerce),
- Loyalty : return rate of regular visitors.
🔍 New 2025 Some reports offer predictive analyses based on user behaviour (probability to purchase, abandonment, etc.).
4. Information on users
Reporting Demography and TechnologyYou will know:
- Who are your visitors (gender, age, language, interests...),
- On which device, browser or OS they navigate,
- And if they use your website or mobile app.
5. Event monitoring and conversions
You can analyze all the key interactions : clicks, downloads, video views, completed forms, purchases...
Events can be customized according to your goals, to track precisely what really matters to your business.
Explore: Advanced custom analysis
Section « Explore » allows you to go further with custom reports :
- Funnel analyses,
- Multi-device comparison,
- User path between website and app,
- Visualization of friction points...
Since 2025, Google has added advanced AI insights, ideal for refining your marketing campaigns or detecting growth levers.
Conclusion: why Google Analytics is essential for your digital strategy
Using Google Analytics is having a compass for your digital strategy. Using reliable and concrete data, you can:
- Know your visitors better,
- Optimize your site to convert more,
- Identify performance levers (or weaknesses),
- And continuously improve user experience.
At La Nation Du Webour mission is to make data accessible and usable for every company. Based in Paris, our web agency supports TPE, SMEs and large companies in their growth thanks to powerful tools like Google Analytics, coupled with artificial intelligence and big data.
Would you like to integrate Google Analytics and boost the performance of your site?
📞 Contact La Nation Du Web for tailor-made accompaniment in setting up your digital monitoring and analysis strategy.
