Useful tool but has a hefty learning curve
Use Cases and Deployment Scope
My organization utilizes google analytics for a variety of purposes relating to tracking cross-channel efficiency of search, display, social, & email marketing effectiveness. It simplifies the process of analyzing what channel is the most efficient
Pros
- It provides reliable & detailed post click & post view installs or acquisitions
- It provides insights into our customer journey
- It determines broader trends like demographics/personas of our conversions, refining our definition of target audiences
Cons
- There is a large learning curve for coming up to speed on ensuring proper setup, reviewing data sets, & understanding the user interface
- custom reports take expertise to set up for all of our needs
- default last-click attribution isn't what should be considered the standard. I would expect google's default to be more well-rounded
Most Important Features
- Reporting
- Benchmarking
- Planning
Return on Investment
- It's not necessarily providing ROI directly, but it's providing insight into how to identify ROI from advertising efforts.
Alternatives Considered
Adjust Attribution
Other Software Used
Salesforce Commerce Cloud, Workday Human Capital Management, Tableau CRM (formerly Einstein Analytics)
