Google Analytics

Google Analytics is a powerful web audience analysis solution that measures and explores in detail user behaviors on a site or application. By inserting a tracking code on the site's pages, the tool collects valuable data on traffic, acquisition sources, interactions and conversions, providing an overview of digital performance.

Key features:

• Analysis of overall traffic and by source (SEO, SEA, social, direct, referral…),
• Tracking visitor behavior: page views, session duration, bounce rate, navigation depth,
• Measurement of conversion goals: transactions, forms, strategic clicks, custom events,
• Advanced segmentation: devices, geographies, visitor types (new vs returning),
• Exploration of conversion paths and custom funnels (in GA4),
• Creation of custom reports and dashboards tailored to business or marketing goals.

Contributions to CRO:

Google Analytics is a central pillar of any Conversion Rate Optimization approach, as it allows you to:

• identify friction points (pages with high exit rates, abandoned forms…),
• spot high-potential segments (mobile users, regular visitors…),
• prioritize A/B tests based on factual data,
• measure the impact of optimizations on key KPIs (CVR, RPV, bounce rate...).

Limitations and complementarity:

Like any quantitative tool, Google Analytics shows the "what": what users do, where they click, where they leave…
But on its own, it doesn't help you understand the "why": why a user abandons their cart, why a page doesn't convert, why a CTA is ignored.

This is why it must be complemented by qualitative approaches, such as:

• user testing (behavior in real situations),
• session analysis (Hotjar, Clarity, Contentsquare),
• in-page surveys or polls (VoC),
• joint use with BigQuery to cross-reference product, CRM, or A/B test data.

This approach, known as data triangulation (quantitative + qualitative + experimental), is essential for building solid optimization hypotheses, based on a complete understanding of user behavior.