Google Analytics

Google Analytics is the most widely used web analytics platform in the world. The current version is Google Analytics 4, which uses an event based data model and combines web and app in one property. Every interaction becomes an event with parameters, from which reports on sessions, users, conversions and acquisition channels are built.

Data collection and setup

Analytics is integrated through the Google Tag or Google Tag Manager. Standard events such as page views and scrolls are tracked automatically, custom events like form submissions or purchases are defined manually. Conversion events are marked explicitly so Google Ads can use them for optimisation. Server side tagging is an additional option for more control.

Data protection and pitfalls

In the EU, Analytics requires valid consent through a consent banner. Without consent no cookies may be set, which is why many setups use Consent Mode V2. Data export into BigQuery is available even in the free version. Watch out for data sampling in reports and for anonymisation thresholds, otherwise reports look incomplete.

Context with the JD platforms

Google Analytics measures behaviour on landing pages and websites that receive traffic from JD Leads or JD Mail campaigns. You see which sources deliver visitors, how long they stay and which conversions they trigger. Combined with the sending reports in JD Mail, you get an end to end view of campaign impact.