What purpose do alerts serve in Google Analytics?

Alerts in Google Analytics are designed to notify users about significant changes in website performance. This feature is critical for website owners and marketers who need to stay informed about their site's health and trends. By setting up alerts, users can detect unusual spikes or drops in traffic, conversions, or other key performance indicators, allowing them to respond quickly to both positive and negative changes. This proactive approach helps in identifying issues that may require immediate attention, such as a sudden drop in traffic due to technical problems or a successful campaign that leads to increased engagement.

The primary goal of alerts is to highlight meaningful deviations from the norm, which can signify underlying opportunities or problems that need to be addressed. This ensures that users focus their attention on actionable insights rather than being overwhelmed by minor fluctuations that may not have any strategic implications.