# Google Analytics, what it is and how websites use it.

The web analytics tool by Google. Offers detailed tracking of traffic, conversions, and user behavior. The current GA4 version introduces an event-based model and integration with Google Ads.

- **Status:** Modern. GA4 is actively developed and is the standard for web analytics.
- **Category:** [Analytics & Marketing](https://be1st.ai/technologies/analytics)
- **First release:** 2005
- **License:** Proprietary
- **Official website:** https://analytics.google.com
- **Documentation:** https://developers.google.com/analytics
- **Page:** https://be1st.ai/technologies/analytics/google-analytics

## Google Analytics on audited websites

7,016 of the 16,845 websites audited by be1st run Google Analytics (42%). That ranks it #1 of the 18 technologies in Analytics & Marketing we have seen in audits.

### Websites running Google Analytics vs all websites

- **Web score:** 74 (all websites 72)
- **SEO:** 83 (all websites 79)
- **Security:** 59 (all websites 59)
- **Performance:** 66 (all websites 72)
- **AI Readiness:** 34 (all websites 31)

### Most used in Analytics & Marketing

1. [Google Analytics](https://be1st.ai/technologies/analytics/google-analytics): 42% (7,016)
2. [Google Tag Manager](https://be1st.ai/technologies/analytics/google-tag-manager): 24% (4,101)
3. [Google Ads](https://be1st.ai/technologies/analytics/google-ads): 15% (2,503)
4. [Facebook Pixel (Meta Pixel)](https://be1st.ai/technologies/analytics/facebook-pixel): 15% (2,455)
5. [Heureka](https://be1st.ai/technologies/analytics/heureka): 3.3% (550)
6. [Sklik](https://be1st.ai/technologies/analytics/sklik): 3.0% (505)
7. [Hotjar](https://be1st.ai/technologies/analytics/hotjar): 2.4% (397)
8. [SmartSupp](https://be1st.ai/technologies/analytics/smartsupp): 2.2% (376)
9. [Matomo](https://be1st.ai/technologies/analytics/matomo): 2.0% (342)
10. [CookieYes](https://be1st.ai/technologies/analytics/cookieyes): 2.0% (331)

## Other technologies in Analytics & Marketing

- [Umami](https://be1st.ai/technologies/analytics/umami): 1.3% of websites
- [Plausible](https://be1st.ai/technologies/analytics/plausible): 1.3% of websites
- [PostHog](https://be1st.ai/technologies/analytics/posthog): 1.3% of websites
- [Luigi's Box](https://be1st.ai/technologies/analytics/luigis-box): 1.2% of websites
- [Biano](https://be1st.ai/technologies/analytics/biano): <1% of websites
- [Fathom Analytics](https://be1st.ai/technologies/analytics/fathom): <1% of websites
- [Criteo](https://be1st.ai/technologies/analytics/criteo): <1% of websites
- [DataFast](https://be1st.ai/technologies/analytics/datafast): <1% of websites

[All 18 in Analytics & Marketing](https://be1st.ai/technologies/analytics)

## Questions about Google Analytics

### What is Google Analytics?

The web analytics tool by Google. Offers detailed tracking of traffic, conversions, and user behavior. The current GA4 version introduces an event-based model and integration with Google Ads. The be1st catalog lists Google Analytics under Analytics & Marketing. License of Google Analytics: Proprietary.

### How many websites use Google Analytics?

7,016 of the 16,845 websites audited by be1st run Google Analytics (42%), as of 8 Nov 2026.

### When was Google Analytics first released?

Google Analytics was first released in 2005.

### Is Google Analytics still a modern choice?

Yes. Google Analytics counts as a modern technology. GA4 is actively developed and is the standard for web analytics.

### What are the alternatives to Google Analytics?

Technologies that do the same job as Google Analytics include Matomo, Umami, Plausible, and Fathom Analytics.

Numbers: latest audit of each of 16,845 websites audited by be1st, as of 8 Nov 2026.