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Google Analytics 360

Google Analytics 360
Formerly Google Analytics Premium

Overview

What is Google Analytics 360?

Google Analytics 360 (formerly Google Analytics Premium) is an enterprise-level analytics solution that includes a full service suite of features offering a singular view of the consumer across platforms and devices. It also provides full integration with the Google stack,…

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Recent Reviews
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Awards

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Reviewer Pros & Cons

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Pricing

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Google Analytics Premium

$150,000

Cloud
Up to 1 Billion hits/month

Google Analytics

Free

Cloud

Entry-level set up fee?

  • No setup fee
For the latest information on pricing, visithttp://www.google.com/analytics/premium

Offerings

  • Free Trial
  • Free/Freemium Version
  • Premium Consulting/Integration Services
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Product Demos

Webinar: How to Stay on Budget Using Google Analytics 360

YouTube

Webinar: What Google Analytics 360 and Google BigQuery Can Do for You

YouTube
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Product Details

What is Google Analytics 360?

Google Analytics 360 Features

  • Supported: Deep Product Integrations
  • Supported: Cross-channel and Cross-platform Analysis
  • Supported: Algorithmic Attribution Modeling
  • Supported: Remarketing
  • Supported: A/B Testing (Content Experiments)
  • Supported: API
  • Supported: Robust Reporting Capabilities
  • Supported: Mobile App Reporting
  • Supported: User Permissions
  • Supported: Event Tracking
  • Supported: Mobile Software Development Kits (SDK's)

Google Analytics 360 Video

Google Analytics 360 Suite Overview

Google Analytics 360 Integrations

Google Analytics 360 Technical Details

Deployment TypesSoftware as a Service (SaaS), Cloud, or Web-Based
Operating SystemsUnspecified
Mobile ApplicationApple iOS, Android
Supported CountriesUS, UK, Canada, Germany, France, Japan, Spain
Supported LanguagesFull list: https://support.google.com/analytics/answer/1008006?hl=en

Frequently Asked Questions

Google Analytics 360 (formerly Google Analytics Premium) is an enterprise-level analytics solution that includes a full service suite of features offering a singular view of the consumer across platforms and devices. It also provides full integration with the Google stack, data-driven attribution, and the ability to optimize site content through content experiments.

Adobe Analytics, Coremetrics / IBM Digital Analytics (discontinued), and Webtrends Analytics are common alternatives for Google Analytics 360.

Reviewers rate Support Rating and Implementation Rating highest, with a score of 10.

The most common users of Google Analytics 360 are from Enterprises (1,001+ employees).
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Comparisons

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Reviews and Ratings

(536)

Attribute Ratings

Reviews

(1-5 of 5)
Companies can't remove reviews or game the system. Here's why
Score 8 out of 10
Vetted Review
Verified User
Incentivized
It's being used by most of the organization but was decided on and managed by a single department. Some business problems it solves for us is the ability to get data out and into other systems like 3rd party visualization tools such as Tableau or PowerBi. Another problem that it solved is that it's easier to find and train talent because most have experience with the free version of Google Analytics.
  • Ease of use
  • Train and documentation
  • Cost compared to other solutions
  • Integration with other products or Google solutions
  • Account, property, and view limitations for large enterprises.
  • No historical data applied to newly created views.
  • Sending data to 2 or more properties easily using GTM.
  • No granular user permissions compared to Adobe Analytics.
For most companies or colleagues I would recommend Google Analytics 360. It's affordable, scalable, and because of the deep integrations with leading ad platforms like Google Ads 360, it is a very smart option. Depending on how detailed or advanced your analytics implementation needs to be GA360 has workarounds to solve most needs. I just recommend plan as much as you can before data collection to take advantage of filters and views otherwise make sure to have Big Query connected so you can always analyze historical data with changing filters.
  • Integrations such as Google Ads, MailChimp, etc.
  • Data exports to Big Query
  • Ability to create audiences and connect to Google Optimize 360.
  • Overall investment (time, training, and money) is lower compared to other vendors.
  • Ability to onboard more websites quicker by upgrading accounts from the free version to GA360.
Google Analytics and Adobe Analytics are both great products and solutions. Each has advantages and disadvantages that need to be evaluated based on your business needs and the people you have to leverage them. Google Analytics is a lower overall investment than Adobe Analytics but the analysis you can do within Google Analytics isn't nearly as robust as Adobe Analytics Workspace. You would need to use Data Studio or a 3rd party visualization tool connected to something like Big Query. GA360 is easier to onboard and begin using than Adobe Analytics but also has a lot less granular permission levels for users.
500
The business functions represented are all across the board from marketers, writers, analysts, data scientists, developers, product owners, directors, and executives. Our engineers and developers use Google Analytics for insights on app health. Marketing uses it to understand our visitors flow through the marketing funnel and better optimize our marketing efforts and our leadership uses to make directional decisions for digital efforts across the company.
8
The type of roles that really help us support GA360 are marketing engineers, developers, marketers, analysts, BI leaders, and product owners. This helps us not only stand up and maintain GA360 as a product but also to integrate GA360 data into our bigger data strategy.
  • Measure marketing efforts and ROAS
  • Measuring and optimizing our applications as products
  • Better understand our digital users and behaviors
  • Using Zones in GTM to track all websites easy and efficiently into GA360
  • Leverage the native integration into BigQuery for deeper analysis using raw data
  • Analysis, score, and return visitor scoring in real-time provide unique user experiences
  • Dive deeper in to product analysis rather than just using GA for marketing analytics.
  • Further data integrations with other data products in our technology stack
Google Analytics 360 is an upgraded version of the most widely used web/app analytics tracking tools in the market. The price is stable and predictable making it a long-term product of choice. It's easy to use and pairs so well with other Google Marketing Platform products.
Yes
Google Analytics 360 replaced Adobe Analytics.
  • Price
  • Product Usability
  • Prior Experience with the Product
There are a number of limitations or manual processes in GA360 that use to be quicker and easier to do in Adobe Analytics. I would make sure to evaluate some of the core functionality and limitations further to ensure the choice of switching was still the best path forward. But in most cases it was.
  • Implemented in-house
Yes
Change management was a minor issue with the implementation
  • Swapping GTM scripts on sites already using Google Analytics
  • Variety of website frameworks that cause you to need different GTM setups
With the use of JSON exports of GTM and copy of tags, triggers, and data variables it was easy enough to create large amounts of GTM containers ready to deploy.
Google has built a vast amount of help topics in their documentation and finding resources online is so easy because of the world wide adoption of Google Analytics free. Along with our 360 contract we also have supported hours through an agency which provides the expertise we need to answer any of our questions we have.
Yes, we have professional support along with our GA360 license.
No
Google is quick to add more quota to your property and view limitations. A quick chat is all it takes.
There are some functions that would be great to see automated. Things like copying a property much like you can copy a view. This would help when you want to leverage similar custom dimensions across multiple properties in your organization. I know there are API methods to do this but making it easier for non-technical people is something Google is well known for.
  • Integrating Google Ads is quick and painless for marketers
  • BigQuery integration is also super easy and a must have
  • Setting up analytics via GTM makes deployment pain free
  • Creating large amounts of properties and views
  • Doing deep breakdowns of dimensions within the GA interface
Yes
Eric Buhman | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Reseller
  • Implementation - Enterprise technologies, by default, carry with them the stigma of being complicated and hard to implement. With Google Analytics Premium, code implementation and platform configurations are simplified, supported by a wealth of documentation and support communities, and compared to other enterprise analytics tools take only a fraction of the time. With the continued enhancements of Google Tag Manager, implementation ease will continue to be a strength of Premium.
  • Usability - The friendliness and accessibility of Google Analytics Premium really affects it's adoption across an organization. Users understand and easily learn the tool, empowering even the basic user to understand and find value in its capabilities.
  • Connects it's Ecosystem - For better or worse, it's a Google world and we are all just doing business in it. Between AdWords and Display, Google will often touch the greater percentage of a company's digital marketing initiatives. No other enterprise analytics platform can provide the native abilities to pull core digital marketing data together like Google Analytics Premium.
  • In-Page Analytics - This feature has given our team a headache or two, and breadth of troubleshooting threads in the support community speaks to this as well. For lack of a better way to explain, its buggy.
  • Content Experiments - This feature certainly has value and it's place in the world of free analytics tools, but it is simple and limited. There is tremendous potential to have all this marketing data drive a multi-faceted and variate testing /optimization scenario. But our business will likely leverage a complementary tool for anything requiring this level of complexity.
It's important to understand the services and support available, in addition to capabilities of the Premium platform itself. Come to the table with a strong need, issue, or problem, and understand how Google (or its reseller) believes Premium is the solution.
  • More data, deeper insights - Initially, Premium was primarily a volume play, and this can't be over emphasized. With Premium, Google removed the digital handcuffs that once made sampling reason enough for enterprises not to consider it. More unsampled data now means alot of things, and they are all positives.
  • Expanded offering - Without said limitations, we are spending less time on work-arounds and more time on providing sophisticated solutions, both internally and for our clients. Attribution modeling and funnel analysis are a few Premium capabilities that have also allowed us also enhance our broad analytics consulting offering.
  • Happiness - Ok, yes, we are a GACP and certified reseller, and as goes Premium so do the opportunities for us. But it's not our only service and we want to be smart where our resources are positioned. That said, we see first hand how the Premium product is evolving and the commitment behind it from Google. Premium will be a keystone for many digital marketers, and that makes us happy.
Almost everyone in our consultancy uses GA Premium. Use rages from the core practitioners like our data analysts, senior analysts, data scientists, and data evangelist, to other areas of our company like the search marketing team, our marketing team, even our senior sales manager and CEO use GA Premium.
It is critical to all things we do, and the services we provide.
Change management was a small part of the implementation and was well-handled
If you already have the standard free version of GA implemented, you can get GA Premium immediately (once the metaphorical flipping of the switch occurs). You'll want to start taking advantage of new features and limits which can require some configuration or implementation. For example, you get a higher allowance of 200 custom dimensions and metrics - you'll need to code the page or configure GTM. For the new data driven attribution feature, you'll need to activate it and wait for conversion threshold data limits to be met so modeling can occur. A few more "flipping of the switches" for DoubleClick integrations and scheduled exports to BigQuery. All of this amounts to a minimal amount of effort to switch to GA Premium.
If you already have the basic version of GA installed, "getting" GA Premium happens immediately through a virtual flipping of the switch - no need to re-implement. You'll want to expand your use of custom dimensions and metrics (you get 10x the amount with Premium). Ideally, you'll be using a tag management solution to talk with GA Premium, in concert with implementing a dataLayer (to note, Google's Tag Manager platform is covered under the same GA Premium SLA, and it's free). There are some welcomed "configurations" with GA Premium, such as integrating with DoubleClick products, activating data driven attribution models, and building roll-up executive reports - but all of these are easy point and click solutions. In comparison with any other enterprise analytics solution, implementing GA and GA Premium is traditionally easier and more flexible. And if you have any trouble or need an extra set of hands for implementation, GA Certified Partners like LunaMetrics can help.
Yes
With Google Analytics Premium, you will receive complete SLA support, whether you purchase from a certified reseller (e.g. LunaMetrics), or you purchase directly from Google. However, if you go through a reseller, they will be serving as your direct support contact, often providing better context and overall insight into issues, or shinning the spotlight on new opportunities per product enhancements. Price is typically inclusive of support, with resellers providing additional advantages related to project implementation and consulting projects (e.g. deploy GTM, do cool things with BigQuery, etc.).
If you purchase Premium through a reseller like LunaMetrics, you are going to be taken care of. The additional amount of support and services that a reseller provides to make sure you have the best experience with the product is the reason why the reseller program exists to begin with. Support doesn't have to be just reactive, it can be proactive as well.
Yes
Yes, we've reported a handful of bugs, and as per the SLA, they have always been received and handled accordingly. We have a direct number to call, and are often doing so on behalf of our clients - responsiveness has not been an issue.
Google has provided an exceptional Certified Partner portal, through which we have been able to have many of our questions, bug reports and feature requests answered directly by Google engineers. On one particular occasion, we were contacted by Tim W., a project manager at Google, who scheduled a phone call with us to discuss feedback relating to the new Demographic reports inside Analytics. He listened carefully to our suggestions, relating to modifying interest categories and making interface improvements, and some of those changes later appeared inside the Demographic reports when they were publicly launched.
  • We like the new updates to the Administration of accounts. Managing and configuring settings across accounts, properties and views has improved and become much more fluid. We can achieve most updates with 2 to 3 clicks.
  • The new segment builder is user friendly and helpful for the novice users. While you still may need some coaching when doing more complex analysis with combinations of sessions and user type data, the interface for creating some really advanced segments out-of-the-box is quite intuitive.
  • The overall navigation and organization is welcoming. Google Analytics Premium has logical groupings that have clearly evolved with strong consideration for usability in mind. Consider the progression towards the AABC navigation model (Audience, Acquisition, Behavior, Conversions) - an easily understood concept. The usability of Google's product will be a differentiator.
  • In Page analytics is a bit clumsy and a feature our analysts tend to shy away from. There's an evolving list of some other tools our team enjoys, including ClickTale.
  • Sometimes when things change it takes a little getting used to. For example, some of my colleagues preferred the old navigation functionality, with the new version lacking some full auto collapsing capabilities (so we built a plugin to do this). Small things.
Yes
Works pretty well, and I'm on the iOS app. As with most apps, there is significantly less functionality, but for what is there, its quick and smooth. Custom segments would be nice.
Google has a great strategy in that it gets people to adopt its products at a mass scale. It gets people in by giving them the product for free. It keeps them around by having a solid product that is easy to use. This applies to Google Analytics Premium, which takes advantage of the developments of the free version. In fact, sometimes the simplicity of its usability is held against GA, in that the advanced power users want to avoid interfaces and wizards and just get right to raw querying and modeling of data themselves. But overall, I believe that the usability of this product will be what helps GA Premium take the throne in terms of enterprise analytics solutions - it will be most likely to be adopted by the full enterprise.
Rebecca Visconti | TrustRadius Reviewer
Score 7 out of 10
Vetted Review
Reseller
Vertical Nerve is a digital marketing agency. We are a certified Google Analytics Premium partner and reseller, as well as provide GA Premium implementation and analytics services to our clients. We work with several clients on the Google Analytics Premium platform who use the tools within the product to analyze their site usage data, conversion funnel flow, digital marketing campaign performance, visitor and customer segmentation analysis, and more. We find that the data and analysis gleaned from GA Premium reports are used throughout the organization, from marketing teams or IT, to C level executives.
  • Marketing Attribution Modeling -- Google Analytics offers several rules-based marketing attribution models such as first interaction, last interaction, time decay and position based, but the Premium platform also offers a data driven attribution model. The data driven model is a huge advancement that uses a statistically driven methodology to best estimate the value of each marketing interaction. As someone who is very familiar with the other big players in the digital analytics space, I can say that the data driven model is something only Google offers in their enterprise product. IBM, Adobe and Webtrends do not include a data driven model in their standard product offerings (although I suspect they must be in their product road maps now that Google is showing them up in this area).
  • On the Fly Filters and Segments -- Building customized reports is very easy in Google Analytics; much easier than any of the other major tools I've used. I can apply filters and segments on the fly with very few limitations. Other tools either limit the number of segments I can create, or remove the functionality altogether from many of their reports.
  • Fast Report Processing -- Most of my Google Analytics Premium reports, even with segments applied, load in mere seconds. I rarely get that impatient feeling waiting for a report to appear on my screen. It's definitely faster than the other major analytics tools I've used.
  • Multi Site Implementations and Reporting -- For clients looking to implement a solution across multiple sites, and they are interested in getting rolled up reports or customized views of data across sites, I would hands down choose Google Analytics Premium. They excel in this area and make implementation of these scenarios much easier than other tools. Also, their flat price makes them a better bargain for multi-site customers because one Premium contract can be utilized across multiple sites.
  • Ecommerce -- Unfortunately, at this time, I just wouldn't recommend Google Analytics Premium to a retail/ecommerce brand. The product is missing some key metrics and reports such as product views, add to cart, abandoned products, cross sold product basket analysis, etc. Clients in the retail sector struggle to use events to hack together these data points that are out-of-the-box with other analytics tools. Once Google overcomes this obstacle, they will truly be a force to be reckoned with.
  • PII - Personally identifying information is allowed in other tools such as IBM Digital Analytics and Adobe Site Catalyst. The inability to pass something as simple as an email address into an enterprise analytics tools like Google Analytics Premium is not only an annoyance, but a barrier to integrations with other tools such as email marketing platforms.
  • Add Ons -- Vendors like IBM and Adobe are building out awesome add-ons that boost the value of their product offerings. For example, IBM offers Digital Recommendations (previously known as Intelligent Offer), which uses analytics data to serve up real-time intelligent product recommendations on a site. This integrated add-on provides a ROI and further incentivizes the brand to stick with the IBM product suite.
There are two primary questions I would ask:
1. What vertical does this site or sites fall under? (retail, finance, content, travel, etc.)
2. How many sites are there?
If the answer to question #1 is not retail, I would strongly consider it as a front runner and if the company is looking to implement an analytics solution across multiple sites, then I would definitely recommend Google Analytics Premium.
  • We help our clients use GA Premium to optimize their marketing campaign investments, especially around Affiliate and Paid Search.
  • We show our clients how to use GA Premium funnel reporting to improve their conversion paths onsite, leading to improved conversions.
  • We also utilize the data in our A/B testing projects to improve our clients' conversion rates through site design optimization.
I am also an advanced IBM Digital Analytics user and beginner Adobe Site Catalyst user. I definitely prefer GA Premium for non retail clients due to the ease of use, flexibility and robust marketing attribution modeling. I also prefer it for multi-site implementations due to the flexibility around roll up reporting and customized views.
I believe that once Google Analytics Premium releases some additional eCommerce capabilities, it will be the best tool on the market for multi-site customers. Google does an amazing job of fully vetting out new features and functionality before releasing them publicly, so I have found very few issues with the functionality and usability of the tool. Some of the other big players in the industry are too quick to release new features, and they are often riddled with bugs and defects. I know that when I set something up with Google Analytics Premium, I'm getting a reliable, strong product that will deliver what it promises.
  • Segments and filters are quite easy to build and apply to reports.
  • Creating a custom report is quite easy.
  • Adding secondary dimensions to standard reports is a very nice feature that allows additional insight into the data.
  • I wish that the right hand pane of the screen (where the actual reports are) would stay within the view of the screen. Instead, when I scroll down the menu on the left-hand pane, my right-hand pane also scrolls down and I have to scroll back up to see the report I've selected from the menu.
  • I wish that there was an option to download a particular number of rows from reports, rather than having to load the number of rows I want first and then downloading. I often forget to do this and waste time with a download.
Yes, but I don't use it
The UI is very easy to navigate and use. The features are well designed and intuitive. As long as the user has a good understanding of basic digital analytics definitions and capabilities, this tool should be quite easy to use. I consider Google Analytics Premium to be the easiest of all of the enterprise solutions out there to use.
Salman Malik | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
I have implemented Google Analytics Premium for a multitude of clients. I typically make this recommendation when trying to transition a client from an older tool like Webtrends or NetInsight. I have implemented it for medical sites, eCommerce sites, even insurance sites. Clients typically want something that is easy to use, GAP is just that. Once my implementation is complete, a client can easily and successfully navigate through all the custom reports and segments that were setup in order for them to get the most actionable information from their visit data.
  • Segmentation - It's very easy and intuitive to build segments and then apply them to reports. GAP makes it very intuitive to see data with segments, you can see the original data and the segmented data side by side without any extra steps.
  • Demographics Reporting - The reason why this is such a great feature is because it is utterly painless to implement and turn on in reporting. Once it's on, it runs like clockwork and reports on such insightful data.
  • Profile Administration - GAP, by far, does the best job in managing users accessing GA profiles. The UI is very clear and the customization capabilities go above and beyond other analytics vendors.
  • Profile Filters - These are not as intuitive as in other analytics tools. This could be developed further to make it clearer how its filtering visit data.
  • Reporting limitations - Reporting isn't as robust as other tools. GAP lacks pulling multiple metrics into a single report and being able to segment it any way you like. Among other reporting limitations.
  • eCommerce Tracking is really rigid - There is really only one way to implement eCommerce tracking and doesn't allow for any customizations. This is limiting.
Great for almost any site, really. If you want to get up and running with data as quickly as possible, GAP is a solid way to go.
  • Positive Impact - Cleaner data lead to more confident decisions based on the data leading to a higher ROI.
  • Negative Impact - Not all features fleshed out, like in-page analytics, so have to use 3rd party tools like Crazy Egg. This adds to number of tags on page and level of complexity.
  • Digital Analytix,Adobe Analytics
GAP is far more intuitive than any other analytics vendor, what it lacks in reporting robustness it makes up in usability. A very solid product, business and technical users both can get up and running on this tool in no time.
Once GAP is implemented properly, it runs like a well oiled machine. There isn't a lot of maintenance of the tool and your reports keep piping in trusted data. If enhancements are made to the tracking code, there are ways defined by GAP to ensure data consistency and accuracy. Overall, this tool will help anyone get up and running with accurate analytics data for a fraction of the cost.
  • Demographics reporting
  • Segmentation
  • Custom Reporting
  • In-page Analytics
  • Report/Profile Filtering
Google Analytics Premium has a very easy to use and intuitive User Interface. It's easy to find anything you are looking for and apply different segments to reports on the fly. This is very important especially if you are doing report comparisons. It's also an aesthetically pleasing design, making the general experience pleasant.
Pramod Khanchandani | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User
  • Ability to assign much more custom variables then free version ( 50 custom variables available in premium version compared to 5 in the free version)
  • Ability to get raw data . So no more sampling issue or reaching table size limit ( as in free GA or some other tools)
  • Ability to segment data in so many ways
  • Integration of GA with website optimizer tool ( the renamed optimizer to something else). It provides so much more flexibility one A/B testing data can be sliced and dice with all the metrics and traffic of website
  • Last time I worked on it it did not had multivariate testing option. We were just able to do A/B testing
  • You can not share segments across the organization or group of people
  • Ability to create custom reports and share it amongst your team or organization
  • Reliability of data due to option of raw data export
  • Faster decision making due to A/B testing capability available within the tool. Making A/B testing less intimidating and allowing much more slice and dice of test data
  • Better understanding of data and tool due to availability of large amount of information on the web ( Courtesy: independent bloggers and Google support)
One of the best paid tool available, easier to use and reliable data. I have used Webtrends, Yahoo Web Analytics (now discontinued), Google Analytics free/premium and Adobe and I can say GA premium is second only to Adobe Site Catalyst.
Key thing to check within your organization would be amount of custom variables needed. For a bigger website with lot of customization option like personalization etc, that would be one of key things. Question to ask from vendor would be about data limit, number of reporting suits needed and tech support options.
50
marketing,
sales,
UX
IT
3
understanding of GA code, html, js, CMS ( is used), tag manager ( if used)
  • Web design by UX
  • Marketing campaigns measurement
  • Marketing operations
  • A/B testing
No
Things are good but there is room for improvement by providing faster response
No
We were trying to migrate our suite of sites to GA premium and were not sure how to divide the data amongst profiles/reporting suites. Consulting and support staff did and enormous job of asking right questions and helping us make the right decisions
  • Traffic reports are very easy
  • Segmenting data was very cool
  • A/B testing was breeze
  • GA requires some knowledge of regular expression (regex) when creating advanced segments. For a non technical user understanding regex is not straight forward and requires some level of effort.
  • Understanding custom variables and its usage requires some effort, specially if some one is not very familiar with web data.
I believe it was fairly easy to use for a new as well as power user
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