Amplitude Analytics vs Google Analytics

• Very user-friendly and easy to understand even for those with not much knowledge
• The interface is nice looking
• Different charts are used to analyze different types of data

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• Google Analytics does the obvious thing really well: tracks user behavior around our website. But more specifically, it allows us to do some very complicated attribution to behavior, traffic sources and even specific campaigns or devices. Depending on the volume of traffic we are trying to analyze and the purpose, we can narrow things down EXTREMELY well and get a great story to use for data mining.
• The eCommerce tracking with GA (Google Analytics) is hands down the best. Specifically, its attribution to traffic sources and matching with user behavior that is the best. I have yet to find another tool that can let me track traffic sources, split campaigns down to devices and track which inventory was purchased specifically from that campaign--especially if I am looking back at inventory purchased from a campaign (or in our case, people who signed up for Classes) I can tell all of that from GA.
• You can use GA to track specific user accounts within a product, and differentiate user behavior within the product based on account roles. A lot of people don't know about this, but with the help of a developer you can leverage a TON of data including creating lookalike audiences that you can sync into AdWords and make your display campaigns highly targeted. Most people think this kind of feature is only available on Facebook ads--nope! :)

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• No capabilities to group numbers.
• Impossible to aggregate the data altogether so sometimes it's hard to have a real overview of everything.
• Even though I find the interface rather user-friendly and accessible to people new to data analysis, maybe it could be useful to have a step by step guide when starting using the tool.

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• I was bummed that they moved some of the functions (keyword data, etc.) over to Google Webmaster tools. (On the bright side, this has prompted me to become more familiar with Google Search Console.)
• A lot of functions are right there. But it's hard to tell which functions are most important or what they offer.
• Perhaps this is related to number 2, but the UX is fairly intimidating. All of these tools and subsets of tools are right in front of you, and it's difficult to understand what ones are the most important. A simpler, streamlined format might be a better approach.

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• Better productivity
• A better understanding of our users
• Informing and influencing our marketing decisions

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• Positive marketing campaign feedback - we're able to see what works and what doesn't work in campaigns, so we can design better tests in future efforts
• Statistically significant data to help understand consumer trends
• Optimizes our team's time management capabilities, as we can all access and monitor GA metrics to help advance our efforts faster.

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