The website will be configured to send data to Google Analytics via a tracking code and, ideally, Google Tag Manager.   The instance of Google Analytics will be an out-of-the-box setup with little to customization. Further customization may be desired at a later date to track goals and conversions.   The most important part of this deployment is to begin to collect traffic data that can be analyzed later.

Google Analytics is a free web analytics service offered by Google that tracks and reports website traffic. Google Analytics is the most widely used web analytics service on the Internet.

Google Analytics’ approach is to show high-level, dashboard-type data for the casual user, and more in-depth data further into the report set. Google Analytics analysis can identify poorly performing pages with techniques such as funnel visualization, where visitors came from (referrers), how long they stayed and their geographical position. It also provides more advanced features, including custom visitor segmentation.