What is the function of Google Analytics in digital marketing?

The function of Google Analytics in digital marketing is primarily centered around tracking and analyzing web traffic and user behavior. By integrating Google Analytics into a website, marketers can gather valuable data about how visitors interact with their site. This includes information such as the number of visitors, the pages they visit, how long they stay on the site, and which sources lead them to the website.

This data is crucial for digital marketers as it enables them to understand their audience's preferences and behavior patterns. By analyzing this information, marketers can make informed decisions to optimize their website, improve user experience, and enhance overall marketing strategies. Insights from Google Analytics help in identifying effective content, determining successful marketing channels, and ultimately driving conversions and engagement.

Other options, while relevant to the broader scope of digital marketing, do not align with the core function of Google Analytics. Running paid advertising campaigns, creating content, and managing social media accounts are separate activities that might utilize insights from analytics but do not directly define the purpose of Google Analytics.