Overall Satisfaction with Google Analytics
As a digital marketing agency, we use Google Analytics to track traffic, and conversions (as well as other KPIs) for the digital marketing efforts we run. It is used by every account person in our organization as we recommend it for all of our clients if they are not using it when we sign the contract (which is very few that were not using prior to our engagement). It provides full data into visits, conversions and revenue data for our clients.
- Allows for robust reporting of web visitors.
- Allows for customization with use of filters, profiles, segments, etc. We are not stuck with the defaults. Using advanced techniques, we can customize it easily.
- It is free.
- While I love the customization, some of it is very technical to put into place. This can be troublesome for non-technical folks.
- For larger websites with more traffic, there can be a sampling issue with the data.
- While data can be delayed by 24 hours, generally on smaller sites it isn't and you can get a clear picture of how the day is going when running a special promotion and such to make educated decisions on your marketing campaign.
- The API integrates well with tools and is generally reliable, so I can pull in data into a bid management tool, an excel spreadsheet and a lot more through the API, but can still do a one-off export.
- In the 6 years I have aggressively used Google Analytics, I only remember less than 5 instances of problems, and all were corrected in timely fashion.
- It continues to evolve.
We have used Omniture and WebTrends. WebTrends is an outdated analytics tool. Omniture, while robust is just not as customizable. Basically, if you have no intention or no need to do customization and you just want out-of-the-box reporting and not willing to spend the time in GA to set up dashboards and be a slave to the system, Omniture is your choice. They do make it dummy proof, but realize the data is probably not in a way you want it and you learn to work around it.