Google Analytics

A data source that collects data on the usage of digital products and services.

Definition

Google Analytics is a data source that collects data on the usage of digital products and services. The current version is Google Analytics 4 (GA4).

Every product or service usually has a separate instance of GA4, which is called a ‘property’. So, for example, GOV.UK, Great.gov.uk and individual services like Check how to export goods (CHEG) each have separate GA4 properties that you need to get access to.

GA4 only provides data for users who consent to cookies. This varies from product to product – one possible reason being the style of cookie banner it uses – but can be around 50% of total users, or fewer. So you must take this into consideration when using GA4 data in your analysis.

Source

• GOV.UK data community technical documentation on GA4
• Data and analytics guidance in the GOV.UK content design manual

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