GA for the arbitrator

Google Analytics is a powerful web analytics tool that helps advertisers and businesses understand how users interact with websites or mobile applications. It provides detailed information about user behavior, traffic sources, and content effectiveness. That is, it is ideal when we have one website and several sources of traffic to it.

What is it used for at all? To evaluate the effectiveness of campaigns, track traffic and conversions, analyze user behavior. And what do simple advertisers need it for? It is more of a tool for white business. There is indeed some truth in this, but even in “gray” communications, Google Analytics can provide useful information that a simple tracker cannot provide.

To get started with Google Analytics, just add a js script to your website code. The tracking code is activated when a user visits your website. After installation, it begins to collect data - events, page views, traffic sources, devices and browsers, as well as demographic data. It is able to filter out bots, which makes its reports truly relevant. After collecting data, it aggregates and segments your data into convenient tables and reports.

So, how can it be useful in arbitrage?

Behavioral patterns.

It provides a complete report on CTR on all buttons, shows where the lead is potentially lost, and how much time the user spends on the site.

Advanced split tests.

Imagine seeing not just the difference in CR of two landing pages, but fully understanding their differences - where more clicks are made, where the user stays longer, etc. This is a completely different level of analysis.

User segmentation.

Information about who came from a phone and who from a PC is not something special, a tracker can handle this. And can a tracker provide a report on geo specifically by regions and show their differences in behavior? And GA4 - yes, it is extremely useful for precise targeting.

Custom settings.

In Google Analytics, everything is based on events, and you can create custom events for any action - from a click on a form to a regular scroll. How to apply it in practice - figure it out yourself :)

What is also important is to add a privacy policy to your site, because GA can cause a domain to be blocked. In addition, it is worth installing a banner of consent to the processing of personal data - this additionally protects your domain. You also need to enable IP anonymization in Google Analytics, especially for Tier-1 countries, where strict laws on the collection of personal data apply. After all, IP addresses like 192.111.222.XXX are no longer considered anonymous.

In general, Google Analytics is not only a tool for classic marketers, but also a powerful tool in the hands of an experienced arbitrator. Yes, it requires minimal configuration, but the return is worth it. In addition, there is enough official documentation to understand the tool in detail.