What Google Analytics is
Google Analytics measures how people interact with websites and apps. A small piece of JavaScript on each page collects information about how a visitor used the page, then Google Analytics sorts it into reports.
A newsletter operator can use it to see how many readers reach the newsletter's website. It records the traffic source, such as a search engine, an ad or an email campaign.
The base product is free of charge. A paid tier called Analytics 360 is also available.
Who it is for
Its free analytics solutions are for businesses of every size. Analytics 360 and the wider Google Marketing Platform are for larger organizations that want advertising and analytics on one platform.
It measures websites and apps, not email opens or clicks inside an inbox. A newsletter operator who has a website, archive or signup page would use it to see what happens after a reader arrives. An operator who only needs email stats from a sending tool would not need it.
What you can do with it
Analytics measures sites and apps across the customer lifecycle. It has built-in automation, flexible reporting, cross-platform attribution and shareable reports.
A small piece of JavaScript measurement code goes on each page you want to track. It records which pages a visitor views, plus browser, device, language and operating system details. It also records the traffic source, and an email campaign is one example.
It uses machine learning for insights and to anticipate future customer actions. Settings let you filter out internal traffic, such as visits from your own team.
Plans and pricing
Standard Google Analytics is free of charge.
A separate paid product, Analytics 360, offers advanced tools for a deeper understanding of customers. Its price and plan tiers are not published. A Marketing Platform partners directory can help with setup.
What it works with
It connects to Google Ads, Search Ads 360, Display & Video 360, Google Cloud and Google Search Console. Google Tag Manager is a related product.
For learning, there are Analytics Academy, Skillshop and developer documentation for Analytics and Tag Manager.
A newsletter tool is linked through tagged links or page code on your own site.
Things to know before you choose
Data is only tracked on pages where the measurement code is installed. Once data is processed and stored, it cannot be changed.
Because of that, avoid excluding data during setup that you might want to analyze later.
The collected information is pseudonymous. A data retention period and a pageview limit for the free product are not published.
At a glance
From the company's own pages. Prices and plans change, so confirm on their site.
- What it does
- Collects data on how people use a site or app and turns it into reports by device, browser and traffic source.
- Used for
- Seeing how many people reach a newsletter's website and where they came from, including email campaigns.
- Free plan
- Yes. The tools are free of charge. A separate tier, Analytics 360, has no published price.
- Works with
- Google Ads, Search Ads 360, Display & Video 360, Google Cloud and Google Search Console.
- AI features
- It uses machine learning to uncover new insights and anticipate future customer actions.
- Key features
- Cross-site and app measurement, machine learning insights, built-in automation, flexible reporting, cross-platform attribution, shareable reports and traffic source reports.
- Plans
- Standard Google Analytics is free. Analytics 360 is a separate paid tier with advanced tools; its price is not published.
- Support
- There is a Help center, a support page, Analytics Academy, Skillshop, Google Primer, developer documentation and a Marketing Platform Partners directory.
- Company
- Made by Google as part of Google Marketing Platform.
- Last checked
- October 11, 2026
Questions operators ask about Google Analytics
Is Google Analytics free?
Yes. The tools are free of charge. A separate product called Analytics 360 has no published price.
How does it collect data?
A small piece of JavaScript measurement code on each page collects pseudonymous information about how a user interacted with the page.
Can it show traffic from email?
Yes. It gathers the traffic source, such as a search engine, an ad or an email campaign.
Which Google tools does it connect to?
Google Ads, Search Ads 360, Display & Video 360, Google Cloud and Google Search Console.
Does Google Analytics work for pages I do not own?
No. Data is only tracked on pages where the measurement code is installed. A newsletter operator would need to add the code to their own site pages.
Can I fix data after it is stored?
Processed and stored data cannot be changed. Do not exclude data during setup that you may want to look at later.
What does the measurement code collect?
It records pseudonymous information about how a user interacts with a page. That includes pages visited, browser and device details, language, operating system and the traffic source.