Understanding Google Data Analytics: 8 Important Tools

Last Modified: December 29th, 2022

google data analytic: FI

Although Big Data is a small portion of data generated by companies across the globe, they widely use it for Integration, Marketing, and Analytics. According to Techjury, 97.2% of big organizations are already investing in Big Data and Artificial Intelligence (AI). 

According to a survey done by Deloitte, 49% of the respondents claim Data Analytics improves decision-making, 16% believe that it enhances vital strategic initiatives, and 10% say Data Analytics promotes better relationships with customers and business partners. But to take full advantage, companies must get the most value from their data, and Google Data Analytics tools help to do just that.

Google is transforming the Data Analytics industry by offering more affordable, usable, and reachable products like Google Data Analytics tools. Google Data Analytics tools are Data Analytical tools by Google Marketing Solutions. These tools help organizations gauge the success of their campaigns, determine user traffic sources, track the completion of multiple goals, and extract meaningful insights for intelligent decision-making.

This article introduces you to Data Analytics and how the Google Data Analytics tools like Google Analytics, Looker, Google Tag Manager, etc. are helping companies to extract meaningful insights from their data.

Table of Contents

What is Data Analytics?

Data Analytics refers to examining raw datasets to draw findings and valuable insights. Data Analytics aims to apply Statistical Analysis tools and technologies to raw data to solve problems and uncover trends. With Data Analytics, companies are improving decision-making, shaping processes, and driving growth.

Data Analysis helps companies evaluate their ads campaigns, better understand their target audience, refine content strategies, personalize content, and develop better products. Data Analytics boosts business performance and improves revenue. However, to ensure robust analysis, organizations must leverage various techniques, including Data Cleansing, Data Transformation, Data Mining, Data Modeling, and more.

What are the Types of Data Analytics?

Listed below are the 4 types of Data Analytics:

1) Descriptive Analytics

Descriptive Analytics answers two questions: what has happened and what is happening right now? It identifies trends and patterns from Historical and Current Data to develop Key Performance Indicators (KPIs) and describe outcomes to stakeholders. Descriptive Analytics involves Data Collection, Data Processing, Data Analysis, and Data Visualization.

2) Diagnostic Analytics

Diagnostic Analytics supplements basic Descriptive Analytics as it answers the “why” behind previous trends and outcomes. It takes the results of Descriptive Analytics and digs deeper to find the cause. The KPIs are further investigated to discover the reason behind why they got better or worse. This occurs in 3 steps:

  • Identifying anomalies in a metric or a particular market.
  • Collecting data related to these anomalies. 
  • Using Statistical Techniques to uncover trends that explain these anomalies.

3) Predictive Analytics

Predictive Analytics answers the question about forthcoming trends: What will happen in the future? It employs Historical Data to identify future trends and determine the probability of their occurrence. Predictive Analytical tools apply Statistical Modeling, Forecasting, and Machine Learning Techniques to provide valuable insight into what may happen in the future.

4) Prescriptive Analytics

Prescriptive Analytics answers the questions about steps to be taken after obtaining the analysis. This uses insights from Predictive Analytics so companies can make data-driven, informed decisions. It also relies on Machine Learning strategies to find useful patterns in large datasets. Prescriptive Analytics increase the likelihood of delivering desired outcomes.

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What are the Google Data Analytics Tools?

Google provides Data Analytics tools like Google Analytics, Google Data Studio, Google Tag Manager, and others. Google Data Analytics tools have unique abilities for Managing, Visualizing, Integrating, Storing, Sharing, and Presenting data. To know more about Google Data Analytics Tools, keep reading!

Listed below are the 8 most important Google Data Analytics tools:

1) Google Analytics

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Google Analytics is one of the widely used Google Data Analytics tools. It is a free Google Data Analytics tool by Google Marketing Platform that provides Statistics and Analytical tools for tracking Digital Marketing Campaigns. It is available for free of cost to anyone with a Google account. Google Analytics helps organizations gauge the success of their campaigns, determine user traffic sources, track the completion of multiple goals, drive website traffic, discover patterns in user engagement, and catch visitor information such as demographics. 

Some of its features are Data Collection, Monitoring, Analysis, Reporting, Visualization, and Integration with other applications. They include Intelligence and Anomaly Detection, Dashboards and Charts for Data Visualization, Data Filtering, and Manipulation, Predictive Analytics, etc. 

2) Google Search Console

Google Search Console (GSC) is a Google Data Analytics tool that aids maintenance and helps to monitor and troubleshoot your website’s presence in Google Search Engine Results. It also assists in diagnosing technical Search Engine Optimization (SEO) issues, understanding your most popular pages, improving your ranking, and increasing organic traffic. Regardless of the website’s platform, everyone can use Google Search Console for free. Google Search Console is like having a Performance Report for your website for tracking important Key Performance Indicators (KPIs) like Clicks, Impressions, Click-Through Rate, and Average Position on Google Search Engine Results.

Tracking KPIs helps businesses discover keywords with high or low Click-Through Rates and reveal site visitor’s intent for better Content Optimization. Google Search Console also features Period-Over-Period (POP) comparisons to determine changing trends.

For more information on Google Search Console, click here.

3) Looker

Looker is a Google Data Analytics tool that provides you Big Data Analytics platform. It helps you to easily analyze and share real-time Business Analytics. Google completed the acquisition of Looker in 2020, and it’s now a part of Google Cloud. This powerful Business Intelligence (BI) tool is exceptional for developing insightful Data Visualizations.

Looker simplifies and expedites the data finding process within organizations by harnessing the power of SQL to find data rather than traditional Data Extraction methods. It has a user-friendly, browser-based interface that facilitates Collaborative and Dynamic Dashboards, Customized Visuals, Scheduled and Automated Report Distribution, and Custom Parameters for alerts.

For more information on Looker, click here.

4) Google Ads

Google Ads is a Google Data Analytics tool that provides you an Online Advertising platform. It lets businesses show their ads and pay whenever a visitor clicks the ad. With Google Ads, companies get to display relevant ads to the right audience. You can target ads based on Keywords, Location, Audience Demographics, Duration and Frequency of the Day, and Devices.

Google Ads also lets you track the actions taken by the audience. Businesses can view and manage multiple campaigns from the same account and conveniently make changes to campaigns. Another advantage of Google Ads is that users can put constraints on maximum bids and daily budgets, so they don’t spend more than they want to.

For more information on Google Ads, click here.

5) Google Data Studio

Google Data Studio is a Google Data Analytics tool for Reporting Metrics and Data Visualization. It can pull data from 12 platforms, including Google Analytics, YouTube, CloudSQL, etc., and present them in easy-to-share, easy-to-modify, and easy-to-read reports. There are various Charts, Maps, Widgets, and Graphs for efficient Data Visualization. The versatility of Google Data Studio makes it a popular choice. It helps businesses to make informed decisions and achieve their goals. You have access to Unlimited Widgets, Dynamic Reporting and Sharing, Free Templates, and Tutorials for Training. Google Data Studio is absolutely free to use.

For more information on Google Data Studio, click here.

6) Google Optimize

Google Optimize is a Google Data Analytics tool that allows businesses to test and analyze the parts of their website that require improvement. It takes data from Google Analytics to identify improvement areas and turns them into insights so you can deliver significant results. Testing variations of your website allows you to focus on areas that give better results and work best for your audience. Some features include A/B or A/B/n Testing, Split Testing, Multivariate Testing, and Server-Side Experiments.

For more information on Google Optimize, click here.

7) Google Surveys

Google Surveys is a Google Data Analytics tool that provides you a Cost-Effective Platform. It helps Marketers to evaluate trends and predict customer behavior. It makes consumer research easy and offers fast and reliable insights from genuine audiences. The tool is priced at a per completed response basis and on your target audience. The price will also vary if you have Screening Questions, Length of the Survey, Target Audience, and Incidence Rate.

For more information on Google Surveys, click here.

8) Google Tag Manager

Google Tag Manager (GTM) is another free Google Data Analytics tool that allows you to install and track tags on your website with no code. Google Tag Manager makes it easy for non-programmers to add and edit tags, triggers, and variables. Google Tag Manager saves time and makes it easier to troubleshoot tag errors. You can also export the tags, create your templates of commonly used triggers/tags, or use the built-in tags provided by Google Tag Manager.

Larger organizations can upgrade to Tag Manager 360, a premium version that gives access to commenting capabilities, approvals, and a flexible, fast, and secure way to tag.

For more information on Google Tag Manager, click here.


In this article, you have gained knowledge of Google Data Analytics tools like Google Tag Manager, Google Search Console, Google Analytics, Google Ads, Google Data Studio, and Google Optimize. Google Data Analytics tools help companies reduce costs, data-informed decision making, and empower companies to understand their customers better. You can use these Google Data Analytics tools to integrate data and enhance the functionality of your website.

Your work with Google Data Analytics tools will involve regular data transfers for analytical purposes. Hevo Data helps you directly transfer data from a source of your choice to a Data Warehouse or desired destination in a fully automated and secure manner without having to write any code or export data repeatedly. It will make your life easier and make Data Migration hassle-free allowing you to focus on Google Data Analytics tools. It is User-Friendly, Reliable, and Secure.

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Share your experience of understanding Google Data Analytics tools in the comments below!

Osheen Jain
Freelance Technical Content Writer, Hevo Data

Osheen has extensive experience in freelance writing within the data industry and is passionate about simplifying the complexities of data integration and data analysis through informative content for those delving deeper into these subjects.

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