Introduction to Analytics.js – The Google Analytics JavaScript Library

In order to implement ecommerce tracking, cross-domain tracking or enhanced ecommerce tracking on your website, you need to customize the Google Analytics tracking code.

To achieve this objective, without breaking the GA tracking code, you need to understand what analytics.js library is. Analytics.js is a JavaScript library that is used to measure users’ interactions with your website. Whenever we refer to Google Analytics, we are actually referring to this library.

You can add analytics.js to your website by placing the following JavaScript code (also known as Google Analytics Tracking Code) on each page of your website, immediately before the closing head tag (</head>):

ga tracking code

The ‘UA-XXXXX-Y’ in the code above is known as the tracking id (also known as property id).

This id (which is actually a string) tells Google Analytics (aka analytics.js library) which account and property to send data to.

Following is an example of a tracking id:


The tracking id is made up of two parts:

#1 Account number
#2 Property number

account property number

Note: You can view analytics.js JavaScript library by visiting this URL:

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Finding Tracking ID for your website

Though the tracking id is already included in your Google Analytics tracking code, it is still important to know, what a tracking id is and how to find it, for your website.

This is because you would need this tracking id while using the Google Analytics API, Measurement Protocol (which is generally used to collect data from devices other than desktops, laptops, tablets and mobiles) or Google Analytics SDK (which is used to collect data from mobile apps).

To find your tracking ID, go the ‘Admin’ section of your account and then click on the ‘Tracking Code’ link under ‘Property’ > ‘Tracking info’:

tracking codetracking id2


What not to modify in the GA Tracking Code

The highlighted code below is used to initialize the ga() command queue function and to load the analytics.js library:

what not to modify

Avoid modifying this part of the code, unless you know exactly what you are doing. Whatever custom code you wish to add, add it after the highlighted code.


Preloading Google Analytics Tracking Code

Google provides an alternative asynchronous version of its tracking code which allows modern web browsers to pre-load the tracking code:

<!– Google Analytics –>

<script>||function(){(ga.q=ga.q||[]).push(arguments)};ga.l=+new Date;

ga(‘create’, ‘UA-XXXXX-Y‘, ‘auto’);

ga(‘send’, ‘pageview’);


<script async src=’//’></script>

<!– End Google Analytics –>

By using this tracking code, you can load Google Analytics a bit faster on your web pages. The downside of using this script is that it turns into synchronous loading on older web and mobile browsers such as IE 9.

Use this script if the majority of your website visitors use modern web browsers.


Do you know the difference between Web Analytics and Google Analytics?

99.99% of course creators themselves don’t know the difference between Web analytics, Google Analytics (GA) and Google Tag Manager (GTM).

So they are teaching GA and GTM in the name of teaching Web analytics.

They just copy each other. Monkey see, monkey do.

But Web analytics is not about GA, GTM.

It is about analyzing and interpreting data, setting up goals, strategies and KPIs.

It’s about creating strategic roadmap for your business.

Web Analytics is the core skill. Google Analytics is just a tool used to implement ‘Web Analytics’.

You can also implement ‘Web analytics’ via other tools like ‘adobe analytics’, ‘kissmetrics’ etc.

Using Google Analytics without the good understanding of ‘Web analytics’ is like driving around in a car, in a big city without understanding the traffic rules and road signs.

You are either likely to end up somewhere other than your destination or you get involved in an accident.

You learn data analysis and interpretation from Web analytics and not from Google Analytics.

The direction in which your analysis will move, will determine the direction in which your marketing campaigns and eventually your company will move to get the highest possible return on investment.

You get that direction from ‘Web analytics’ and not from ‘Google Analytics’.

You learn to set up KPIs, strategies and measurement framework for your business from ‘Web analytics’ and not from ‘Google Analytics’.

So if you are taking a course only on 'Google Analytics’, you are learning to use one of the tools of ‘Web analytics’. You are not learning the ‘Web analytics’ itself.

Since any person can learn to use Google Analytics in couple of weeks, you do no get any competitive advantage in the marketplace just by knowing GA.

You need to know lot more than GA in order to work in Web analytics and marketing field.

So what I have done, if you are interested, is I have put together a completely free training that will teach you exactly how I have been able to leverage web/digital analytics to generate floods of news sales and customers and how you can literally copy what I have done to get similar results.

Here what You'll Learn On This FREE Web Class!

1) Why digital analytics is the key to online business success

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4) Why you won’t get any competitive advantage in the marketplace just by knowing Google Analytics.

5) The number 1 reason why conversion optimization is not working for your business.

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My best selling books on Digital Analytics and Conversion Optimization

Maths and Stats for Web Analytics and Conversion Optimization
This expert guide will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions, which can quickly improve the bottom-line of your online business.

Master the Essentials of Email Marketing Analytics
This book focuses solely on the ‘analytics’ that power your email marketing optimization program and will help you dramatically reduce your cost per acquisition and increase marketing ROI by tracking the performance of the various KPIs and metrics used for email marketing.

Attribution Modelling in Google Analytics and Beyond
Attribution modelling is the process of determining the most effective marketing channels for investment. This book has been written to help you implement attribution modelling. It will teach you how to leverage the knowledge of attribution modelling in order to allocate marketing budget and understand buying behaviour.

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This book has been written to help you implement attribution modelling in Google Ads (Google AdWords) and Facebook. It will teach you, how to leverage the knowledge of attribution modelling in order to understand the customer purchasing journey and determine the most effective marketing channels for investment.

Himanshu Sharma

Digital Marketing Consultant and Founder of

Himanshu helps business owners and marketing professionals in generating more sales and ROI by fixing their website tracking issues, helping them understand their true customers' purchase journey and helping them determine the most effective marketing channels for investment.

He has over 12 years of experience in digital analytics and digital marketing.

He was nominated for the Digital Analytics Association's Awards for Excellence. The Digital Analytics Association is a world-renowned not-for-profit association that helps organisations overcome the challenges of data acquisition and application.

He is the author of four best-selling books on analytics and conversion optimization:

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