Google Analytics Premium Profile

Google released a paid version of its analytics product in 2011. Google Analytics Premium eliminates data sampling, allows for the creation of more custom variables, has a decreased delay in data processing for reporting, and includes some additional features such as data-driven attribution. Arguably the biggest differentiation from the free version is the addition of dedicated support and training options, as well as integrations with other enterprise-level tools, such as BigQuery for data mining. Google also acquired marketing analytics platform Adometry in 2014 and launched additional e-commerce tracking capabilities.

*http://investor.google.com/earnings/2013/Q4_google_earnings.html
Company status Public
2013 revenue $55.5 billion* (total company)
Growth 2012-2013 22%* (total company)
Customers N/A
Employees 43,862* (total company)
Pricing $150k per year for up to 1 billion hits per month, with additional pricing tiers available for higher volume sites

Aggregate User Ratings of Google Analytics Premium on TrustRadius

Source: (10) User reviews of Google Analytics Premium on TrustRadius
Rating Attribute Google Analytics Premium # of reviewers contributing to each rating Digital Analytics Category Average
Likelihood to recommend 8.4 10 8.2
Likelihood to renew 8.7 10 8.3
Product usability 8.3 3 7.8
Support 7.8 4 7.8
In-person training 9 1 7.4
Online training 7 1 8.1
Implementation satisfaction 10 1 8.3

Summary of Google Analytics Premium Reviews

Source: (10) User reviews of Google Analytics Premium on TrustRadius
Google Analytics Premium Strengths Google Analytics Premium Areas for Improvement
Powerful segmentation
Building segments and applying them to reports is intuitive. It's very easy to build custom reports. Far more custom variables are available than in GA standard.
E-commerce tracking
Some users say the tool is not suitable for retailers, as it's missing some key e-commerce metrics. However, the company launched a revamp of the e-commerce capabilities in 2014.
Attribution modeling
A number of pre-set models are provided and custom models can be created.
A/B testing and in-page analytics
Although users like having A/B testing and in-page analytics functionalities embedded within the tool, neither feature is robust enough for users who want to do anything beyond the basics.
No data sampling
Absence of data sampling allows the construction of statistically valid trends and datasets.
Custom reporting
Users like the ability to create custom reports, but doing so often requires regex, which can be difficult for non-technical users.
Very fast processing
Performance is excellent. Even very complex reports load in seconds.
Online documentation
Online training and documentation is robust for the free version, but there is little additional documentation for the Premium version.
Service and Support
Although there is general agreement that the product is intuitive for an enterprise product and easy to implement, there is some difference of opinion about the quality of service and support. Some feel that it is excellent, while others have been disappointed, feeling that answers to technical or implementation questions were a bit generic.

Interview with Jody Shapiro, Global Head of Google Analytics Premium

Photo of Jody Shapiro, Global Head of Google Analytics PremiumPositioning
Jody Shapiro, Global Head of Google Analytics Premium, emphasizes the difference between the free and Premium versions of the product. “Both are extremely successful products, and the same broader team is building them,” he says. “But they are targeted at different market segments. The Premium version is for the enterprise customer. It's about helping them to see the full customer journey and enabling them to act on all the analytics they have. For that we are building powerful, sophisticated, flexible features with very tight integration with Google's full suite of advertising technology products, as well as other data sources such as CRMs.”

He says Google Analytics Premium offers algorithmic attribution tools that are able to assign value to different marketing touch points so that marketers can understand the impact of each channel. There is also a service component to the product that fits well with the enterprise software data model, Shapiro says. “These are not self-serve products. Customers have reasonable expectations of training, implementation and product support.”

Competitive Differentiation
“Other platforms force you to do upfront planning and get your implementation exactly right to get the results you need, so you might think those platforms are more customizable. Google Analytics is about letting you explore your data as needed, without having to reconfigure things or have any regrets about your initial implementation.”

Target Customers
Shapiro says Fortune 1000 companies are an ideal fit, but they work with clients outside of that group as well. “It comes down to a question of, are you a large business with large marketing departments, and are you really engaged with analytics to become a data-driven business?” he says. “If the answer is yes, we should be talking to you.”

The company's top four verticals served are travel, financial services, retail, and technology.

Integrations
“We believe integrations with sister Google products need to be outstanding,” Shapiro says. “For example, Google Tag Manager is an amazing tag management product. That said, if you've already made your investment in another TMS, GA works perfectly well with them as well.” Google Analytics Premium offers a rich set of APIs that allow customers to import and export data, he says.

Response to Feedback from Google Analytics Premium Reviews
“We recognize feature needs, as well,” Shapiro says. “E-commerce is a critically important area, and we just launched a big revamp around that. Historically we focused on measuring transactions, but without all of the insights into pre-purchase activity. We want any e-commerce marketer or retailer to have that visibility.”