What is Google Analytics?

A user directs a browser to a website that contains a tracking code. This tracking code or script leverages the information already being gathered by the browser; but then also writes a cookie back to the device that yields additional information that the browser cannot provide, such as time-on-site or page-views. The packaged set of collected data is then sent back to a Google server in the form of a GIF file. Lastly, the GIF file is then interpreted and incorporated into reports.

  Part of: Jones T, Baxter D, Hagedorn G, Legler B, Gilbert E, Thiele K, Vargas-Rodriguez Y, Urbatsch L (2014) Trends in access of plant biodiversity data revealed by Google Analytics. Biodiversity Data Journal 2: e1558. https://doi.org/10.3897/BDJ.2.e1558