Google Analytics is a go-to tool for tracking website performance and user behavior worldwide. When global businesses are targeting the Chinese market, there is often the question of whether Google Analytics will track in the same way as outside of China.

TL;DR: Google Analytics can technically collect data from users in China if a website is optimized to load fully and quickly. However, the Google Analytics interface is blocked in China, and performance issues can lead to incomplete data collection. Local alternatives like Baidu Tongji or solutions like Chinafy can help address these challenges.

In this blog, we’ll break down how Google Analytics operates, the extent to which it works in China, the challenges it faces, and alternatives or optimizations to ensure reliable analytics for your Chinese audience.

Disclaimer: This blog is for informational purposes only and does not constitute legal advice. Businesses are responsible for ensuring compliance with Chinese laws, including the China Cybersecurity Law. Chinafy is not liable for any decisions regarding the use of Google Analytics or other tools. Consult a legal professional for guidance.

How does Google Analytics work?

Google Analytics tracks user behavior on websites using a JavaScript snippet embedded in the site’s code. When a user visits the site, this script collects data—like page views, location, and session duration—and sends it to Google’s servers via API calls.

The system depends on:

A website that fully loads the tracking snippet.

Reliable server connections to send data to Google’s infrastructure.

This dependency on connectivity and script execution highlights the potential challenges of using Google Analytics in China, where websites often face performance issues.

So, does Google Analytics work in China?

There are 2 aspects of Google Analytics, one that can work in China and one that cannot:

Google Analytics dashboard - The interface on analytics.google.com is inaccessible from China, meaning you will not have visibility of your website’s data if you’re trying to view it from China.

Google Analytics tracking - The Google Analytics tracking snippet can collect data in China if the website fully loads and the tracking events fire. However, connectivity issues with Google’s servers can lead to data delays, discrepancies, or losses.

While over 100,000 websites in China reportedly use Google Analytics, its effectiveness depends on optimizing site performance for Chinese users and accepting the limitations of dashboard visibility from within the country.

Key challenges for using Google Analytics in China

Despite its technical operability, Google Analytics faces several hurdles that impact its reliability and usability in China:

Website performance - Due to incompatibilities with China’s internet ecosystem, many websites face challenges with speed and functionality. This can prevent the Google Analytics tracking script from working.

Interface accessibility - For teams based in China, the Google Analytics dashboard is blocked, meaning they would not be able to view the data collected by Google Analytics if it were to collect it successfully.

Data integrity - Incomplete or inconsistent script loading can result in inaccurate or missing data, While some of these issues can be mitigated, such as by hosting scripts locally, these workarounds add complexity and may not fully resolve compliance concerns.

These challenges make Google Analytics less effective for businesses targeting Chinese users, underscoring the need for alternative solutions or optimizations.

Alternatives to Google Analytics in China

Given the challenges of using Google Analytics, businesses can also consider localized alternatives designed for China’s internet environment:

Baidu Tongji

Baidu Tongji is a popular analytics tool integrated with Baidu’s ecosystem, offering reliable tracking and compliance. To access Baidu Tongji, you need to create a Baidu account, which requires a Chinese mobile phone number. There are local agencies who can help with this if it’s a barrier.

Umeng

Umeng (previously CNZZ) is a widely-used platform for analytics, marketing and user behavior tailored for Chinese audiences and primarily catering to small and medium-sized website owners. It was acquired by Alibaba in 2011.

51LA

51LA is a lightweight and straightforward analytics tool optimized for performance and ease of use in China.

These alternatives are hosted within China, ensuring faster data processing, compliance with local regulations, and greater reliability compared to Google Analytics.

Tips for optimizing analytics performance in China

If you’re using Google Analytics while targeting Chinese users, here are a few tips to improve its performance:

Optimize your site for China: by making your website run fast and fully in China, you will improve the efficacy of Google Analytics. Get started with Chinafy to resolve your website incompatibilities with China.

Host Google Analytics scripts locally: By hosting static JS files on your local domain rather than relying on Google’s Content Delivery Network (CDN), you can reduce the need for additional DNS lookups with Google’s servers that slow a website down.

Implement fallback analytics: You could combine Google Analytics with a local tool like Baidu Tongji to ensure data integrity.

While Google Analytics can technically function in China, its efficacy is hindered by incomplete or inconsistent data transfer and restricted dashboard access. This is also subject to change as the internet landscape does evolve, in addition to third party platform availability.

If you’re committed to using Google Analytics, optimizing your website’s performance is essential. Chinafy can help ensure your site is fast, fully functional, and compatible with the Chinese internet ecosystem, enabling more effective data tracking and a better user experience. Learn more about Chinafy.