Google Analytics

Score8.2 out of 10

3,963 Reviews and Ratings

Community insights

TrustRadius Insights for Google Analytics are summaries of user sentiment data from TrustRadius reviews and, when necessary, third party data sources.

Pros

Customer Behavior Understanding: Users have praised the ability to understand customer behavior and preferences through web analytics, helping them optimize marketing campaigns.

Issue Identification and Fixing: Reviewers find the feature of identifying and fixing issues on websites to be highly valuable.

Integration with Google Services: Customers appreciate the seamless integration with other Google services like BigQuery and Google Ads, which provides a comprehensive analytics solution.

Custom Reports Creation: Users value the ability to create custom reports based on specific use case requirements for tailored insights.

Export Functionality: The option to export reports for custom analyses is highly valued by users for further data exploration.

Reviews

194 Reviews

Videos

Great tool for marketing and product managers

Rating: 10 out of 10

Incentivized

April 14, 2025

Use Cases and Deployment Scope

I analyze the website's performance and user flows for events and program sales. Google Analytics helps me detect the best channels to advertise our services and create a promotional strategy. Also, I work a lot with the website user experience, and Google Analytics is very helpful for understanding how users react to different types of content, and do they understand descriptions and instructions.

Pros

Shows sales funnels
Shows traffic sources
Shows user flows

Cons

I wish it had more SEO tools
I believe it had keywords before, but now it is not an option
Navigation is confusing sometimes

Likelihood to Recommend

If you work mostly with content and SEO, Google Analytics is not so convenient tool, but if you need a big picture of who are your website users, what are the sources of traffic, and which of your campaigns work better - Google Analytics has all the answers. Also, it can be good for researchers, I use a lot of information from GA when doing my user research.

Maria Sergeeva

UX and Content Designer in Marketing at Career Pathway Institute (51-200 employees)

Vetted Review

11 years of experience

View profile

Indispensable

Rating: 10 out of 10

March 6, 2025

Use Cases and Deployment Scope

Google Analytics is an essential tool at the company I work for, allowing us to analyse the website performance and understand the contribution of different media channels on traffic acquisition and on-site engagement. As a media manager, I particularly appreciate the possibility of audience segmentation for retargeting purposes in Search and DV360 Programmatic.

Pros

Reporting visualisation
Audience management
Compatibility with other Google products

Cons

More intuitive reports creation
Introducing AI-based assistant helping to find needed data (instead of building a report, users could just brief the assistant)
AI-based insights

Likelihood to Recommend

Best tool for website analytics

Verified User

Manager in Corporate (5001-10,000 employees)

Vetted Review

10 years of experience

Using Google Analytics 4 to open the door... To better user experience!

Rating: 9 out of 10

Incentivized

March 6, 2025

Use Cases and Deployment Scope

In my organisation, we use Google Analytics to monitor user traffic and how well our pages are performing. We often use this information as a means to outline projects to improve user experience on certain webpages or make the case to remove pages entirely. It also allows us to provide updates to certain stakeholders about their content and work with them to improve their sections.

Pros

Provide detailed traffic analytics
Useful insight on web trends
How well pages are performing and retaining users

Cons

The overall UI could be made to be easier to navigate
Training could be easier to find , especially after the change to Google Analytics 4
Make it easier to set up reports for a specific URL

Likelihood to Recommend

Often we will be asked by our site editors to provide reports of how well their sections are performing and the levels of user traffic to their sections. These reports are extremely useful especially when making the case to amend sections. However, I do believe it could be made easier to get these reports or maybe a way to automatically output a report on a given timeframe so we don't have to keep manually doing this process.

Scott William Halewood

Digital Experience Coordinator in Marketing at York St John University (201-500 employees)

Vetted Review

4 years of experience

Verified on LinkedIn

Great tool, but unfortunately it used to be better

Rating: 7 out of 10

Incentivized

March 6, 2025

Use Cases and Deployment Scope

Google Analytics was until recently our primary analytical tool. I am responsible for several products/services, and my duties also include statistics control. I was the project manager for the implementation of Google Analytics 4 in the entire organization. Google Analytics is still an irreplaceable tool, but I consider the change to be worse.

Pros

it's free
has an intuitive interface (although less intuitive than it was)
it is common (we can talk about the standard)
allows for extensive personalization of reports

Cons

In my opinion, terrible presentation of results over time. I think it was much better organized before. Now it is very difficult to get line charts, which used to show all the anomalies and dependencies in a face way. This change in Google Analytics 4 has discouraged many people in my organization from using the tool
downloading reports - sometimes it takes a long time, sometimes the files don't generate at all
it's not Google Analytics fault, but the new cookie policy and less accurate results are worrying (same as with ad blockers)

Likelihood to Recommend

It's a great tool to start with. Free and easy to implement, and it already shows a big picture regarding statistics. Unfortunately, due to changes (lack of clear line charts), we increasingly use Google Analytics as a data source, but present it elsewhere.

Verified User

Project Manager in Product Management (501-1000 employees)

Vetted Review

15 years of experience

Google Analytics 4 is worth the setup investment

Rating: 8 out of 10

Incentivized

March 6, 2025

Use Cases and Deployment Scope

I use Google Analytics to determine how website changes, landing pages, and events perform against each other, optimizing our A/B testing. I build out custom events in Google Analytics 4 to feed back to ad platforms as well, which helps us get a full picture of users, audiences, behaviors, and conversion activity.

Pros

Google Analytics provides me with the necessary data to make decisions on my landing pages testing.
I am able to push events from Google Analytics 4 to Google Ads for campaign optimization.
I can easily connect Google Analytics 4 to BigQuery to store user data long-term.

Cons

Google Analytics is hard to navigate, especially for users used to Universal Analytics.
Google Analytics needs clearer documentation on deploying events.
The live testing feature is buggy and does not always work the best way.

Likelihood to Recommend

Overall, Google Analytics can help any and all businesses with getting comfortable with how users are behaving on their site. You can pull insights into user behavior, device activity, and funnel events which should help you make informed decisions on changes to your site and where you should be putting your efforts. The platform is not ideal for CRM-level data or granular decision-making.

Connor Bolin

Associate Director of Analytics in Marketing at KlientBoost (51-200 employees)

Vetted Review

10 years of experience

View profile

Google analytics for strategic planning

Rating: 7 out of 10

Incentivized

March 5, 2025

Use Cases and Deployment Scope

Report, review, and analyze business, customer, and telemetry data from both HW and Software products. It is useful to visualize data but also to extract the information and work it on other applications like sheets or Excel. As a business analyst it is helpful and it is very easy to share information.

Pros

Connection with data sources
Sharing capabilities
Export functionalities

Cons

Visualization graphs
Ease of use

Likelihood to Recommend

Manage complex and online data around business, customer usage, and behavior or telemetry information. If you have a skilled data analysis team that creates a good infrastructure, then the information is easy to consume and play with. However, if your environment is more focused on other tools, and Google is not your strong suit, it could be challenging.

Verified User

Analyst in Product Management (10,001+ employees)

Vetted Review

3 years of experience

Google Analytics 4 - the default solution for quick results

Rating: 10 out of 10

Incentivized

March 5, 2025

Use Cases and Deployment Scope

As a Web Analytics Consultant, I use Google Analytics 4 for my client and for my own website. For my client, Google Analytics 4 is the tool most of them used since it's quite simple to implement, it's highly integrated with other Google tools such as Google Ads and BigQuery. Google Analytics 4, is well know now even if the upgrade from Google Analytics was a pretty big learning curve to overcome.

Pros

Integration with GTM to ease implementation
Integration with BigQuery to enable advanced analytics and reporting
Custom events are easy to configure

Cons

Rollback. Most of the Google Analytics 4 features are not applicable on past collected data.
Clarity around sampling used in reports and the effect on data precision.
Custom reports (Explore) and still a bit buggy and the sharing function seems incomplete.

Likelihood to Recommend

Small to medium size businesses that are keen on using the full suite of Google tools such as Google Ads, Google sheet and BigQuery. Google Analytics 4 is very well integrated with these tools and available at almost zero cost of businesses.
For larger, multinational organization, other solutions may be best suited especially to comply with local laws and data privacy.

Francois Salvert

Web Analytics and Dashboarding in Marketing at Dataligent Services Analytiques Inc. (1-10 employees)

Vetted Review

15 years of experience

View profile

A great starter analytics tool

Rating: 8 out of 10

Incentivized

March 5, 2025

Use Cases and Deployment Scope

We don't use it a lot since we have the free version but it seems to have been improved after the Google Analytics 4 switch. Despite the initial setup hurdles, Google Analytics is now more customizable and robust than it used to be. We use it mainly for web analytics and conversion tracking. It's now similar to Adobe analytics in the way it is structured.

Pros

free
universal and compatible with most products
Easy to setup the tag
components now offer more in depth customizability and tracking

Cons

Steep learning curve compared to before
Free version does not show all data (sampled)
Data privacy concerns

Likelihood to Recommend

For a free tool this is a no brainer. It is perfect for small organizations. For larger businesses, the paid version is the way to go. Plenty of resources available to learn and we also have universal compatibility to boot. I would say that there may be better tools out there with visualizations and advanced metrics.

Verified User

Executive in Marketing (201-500 employees)

Vetted Review

7 years of experience

Pretty darn good!

Rating: 8 out of 10

Incentivized

March 4, 2025

Use Cases and Deployment Scope

Tracking our destination marketing website for web traffic. This is key for our organization because we are fully funded based on visitation and marketing efforts.

Pros

Real time data
The search function
Online learning platform

Cons

The site has so many functions, easy to get lost
The names of things are not clear

Likelihood to Recommend

Verified User

Director in Marketing (1-10 employees)

Vetted Review

4 years of experience

powerful tool

Rating: 8 out of 10

Incentivized

January 2, 2025

Use Cases and Deployment Scope

I use Google Analytics to see tendencies, inflection points into different sectors. It helps me to realize what are main changes in one specific sector, or product or service. but problem is how use at the beginning that amount of data. even though it is intuitive is how to start with that amount of data

Pros

Luxury: see diferent brands in luxury and how is tendency in all of them
see trends in EV industry and SiC spefically

Cons

first sight: it is complex to understand first time you get contact with.
once you use it, need to be more intuitive. with some examples in some areas that can help you to start with something (p.ex.: tamples/examples on finance, marketing...)

Likelihood to Recommend

well suited: Google Analytics is well suited monitoring traffic, see trends and help to understand what could be possible results in a specific company. for straightforward analysis is easy and well suited.

less appropriate: Google Analytics is less appropriate in an assessment in where you want to interact with social media websites plus other sources.

Verified User

Executive (11-50 employees)

Vetted Review

1 year of experience

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