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Google Analytics

Google Analytics

Overview

What is Google Analytics?

Google Analytics is perhaps the best-known web analytics product and, as a free product, it has massive adoption. Although it lacks some enterprise-level features compared to its competitors in the space, the launch of the paid Google Analytics Premium edition…

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Recent Reviews
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Awards

Products that are considered exceptional by their customers based on a variety of criteria win TrustRadius awards. Learn more about the types of TrustRadius awards to make the best purchase decision. More about TrustRadius Awards

Reviewer Pros & Cons

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Video Reviews

3 videos

Data Vs Information: Google Analytics Polarizes User
04:24
Easy to Train Clients: A Digital Consultant Gets the Most Out of Google Analytics
04:14
How Google Analytics Propels Marketing Capabilities to the Next Gen
02:43
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Pricing

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Google Analytics 360

150,000

Cloud
per year

Google Analytics

Free

Cloud

Entry-level set up fee?

  • No setup fee

Offerings

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

The Most Useful Google Analytics Reports: My Top 6 GA Reports

YouTube

Path Exploration in Google Analytics 4 (practical examples and 4 ideas) || Path Analysis

YouTube

Google Analytics Tutorial (de) - Die wichtigsten Funktionen - Erklärt von einem Google Mitarbeiter

YouTube

Funnel Exploration in Google Analytics 4 (Funnel Analysis in Analysis Hub)

YouTube

UTM Tracking in Google Analytics | Lesson 13

YouTube

3 ways to view Funnels in Google Analytics

YouTube
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Product Details

What is Google Analytics?

Google Analytics Video

Google Analytics Overview

Google Analytics Technical Details

Deployment TypesSoftware as a Service (SaaS), Cloud, or Web-Based
Operating SystemsUnspecified
Mobile ApplicationNo

Frequently Asked Questions

Google Analytics is perhaps the best-known web analytics product and, as a free product, it has massive adoption. Although it lacks some enterprise-level features compared to its competitors in the space, the launch of the paid Google Analytics Premium edition seems likely to close the gap.

Google Analytics starts at $0.

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

Reviewers rate Availability highest, with a score of 10.

The most common users of Google Analytics are from Small Businesses (1-50 employees).
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Comparisons

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Reviews and Ratings

(3707)

Attribute Ratings

Reviews

(1-25 of 79)
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Score 10 out of 10
Vetted Review
Verified User
Google Analytics helps us to make decisions about what marketing campaigns are working for our website like organic or paid ads. It helps us to find which traffic source is working well for us and where we need to optimize our pages as per user query. Moreover Google Analytics helps us to give quick goals conversions.
  • Traffic Analysis
  • Goals Analysis
  • Remarketing
  • I think i do not have any suggestion, its already have all the features.
Before using Google Analytics we were unable to find the source of leads, but now we can now find the source of forms to fill on our website, click on CTA, which is helpful.
Score 10 out of 10
Vetted Review
Verified User
Incentivized
Google Analytics is an amazing software to track website visitors, it's upgrade version GA4 is too good as it already provides event tracking that will give more in-depth information about user behaviour like where they are clicking or where they scroll most. Moreover, GA4 script is loaded quickly over a website that fixes the website speed issue.
  • In depth user behaviour
  • User Tracking
  • Need to improve application user interface
There is nothing like google analytics, it helps to keep track of user like where they are coming from and what they are doing on my website, and helps me to fix the website elements where it is lacking information.
September 24, 2021

Web Analytics made easy

Rafael Grandizoli | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User
Incentivized
Everybody from the company have to use Google Analytics at least once a week. Some of them should use it on a daily basis, others in real-time. Undertanding the traffic from our website and from our clients is crucial for the business.
  • Measure anything from your website
  • Reports ready to use
  • Dashboards with main metrics quickly
  • Complexity on implementing custom metrics
  • Some UI could be more intuitive
  • Exporting data could be better
It is a standard in the market and every company should use it (at least the free version), even if there are other analytics tools available to complement its data and reports. All professionals should know the basics of Google Analytics and be able to get some outputs from its reports.
August 02, 2021

Google Analytics

Víctor Garnica | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User
Incentivized
My team and I try to guide and implement the end customers to answer business questions regularly to the Marketing team and sometimes IT. The typical problems between organizations are related to bringing more clients and increasing the LTV of current clients.
The business problems that Google Analytics helps us regularly are demographic and technographic knowledge of users. Also, the behavior with interactions on different products on the sites, increasing revenue up to 400% compared to previous periods. In some cases, we have managed to reduce expenses by around 25% during the campaign with optimizations on sites that allow navigators to have a better experience around them.
  • Simple to use. The clarity of its reports allows rapid adoption of users without knowledge of Marketing as with experts.
  • A large percentage of the metrics and dimensions appear only with the snippet. It is simple, either with direct code or with Google Tag Manager (recommended). If you have access to the code of your site, it is a process that you can carry out in less than an hour to know a large number of insights for the first steps, including the measurement Advanced in Universal Analytics is not that complex (possibly with GA4 this changes slightly at the event level)
  • Connect with your infrastructure. As well as universal analytics, google analytics 360, and now with GA4. Every version looks for a way for their tools to connecting with their ecosystem: Ads, Google BigQuery, and other services.
  • Connection with offline sources. Apart from making adaptations in the data sources, they also need to be handled with care because it is easy to make mistakes, and the result is not always what is expect. They need to work more like a CDP.
  • With GA4, many things will change, but in the Universal Analytics version, the event fields were limited. If you need detail, you had to make some adjustments around that. With the standard version, sometimes you cannot reach the next level in non-eCommerce topics with the limitations of custom dimensions.
I would recommend it in the following cases:
1. If you are a small or medium company with a site used to generate a business objective, you must use it. If not, you should also use it to improve your site and achieve business objectives.
2. If you are a company adopting the digital culture, it is an excellent way to understand the concepts necessary to give a better customer experience.
Daniel Berry | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User
Incentivized
Google Analytics is the standard for accurate and in-depth website data tracking. Everyone in an SEO role should use it, as should any company interested in improving organic results. Since it's an arm of the world's biggest search engine, Google Analytics gives you data from the source, assuming you know how to find it.
  • Customizability (reporting, saved views, module adjustments, etc.)
  • Accuracy (all info is directly from Google)
  • Brand recognition (most companies are aware of it)
  • Security/sharing (difficult for agencies unless you have a password management tool; verifying devices multiple times is a huge pain)
  • Customer service (difficult to get in touch with someone about your particular problem)
Google Analytics is well suited for ANY company (of any size) that wants to improve online marketing results. It not only helps with SEO but with content, UX/UI, and conversions as well. Only the smallest of startups and companies might not find value in it initially, but everyone does with time.
John Kobel | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
Incentivized
Google Analytics is used by our company to track the website traffic and conversions for our clients' websites. We also use it to track the effectiveness of our clients' ad spend in Google Ads to maintain a high level of ROI for our clients. Additionally, Google Analytics allows us to optimize our clients' digital advertising dollars so they can effectively spend money in the right places across today's complex digital universe.
  • Tracks website traffic and measures that traffic to the source of the traffic.
  • also measures audience activity once they arrive on a client's website.
  • can track conversions in whatever that measurement might be and the source of those conversions.
  • Training is on your own unless you want to pay a third party vendor for training.
  • although they do offer certification classes, they are not a good reflection of real-world situations.
  • Communication has decreased considerably since Google has gone public. The Help Desk is now outsourced to another country where English is not the first language spoken and the support team is not that well versed in the details of Google Analytics.
If you run a website for your business, you absolutely need Google Analytics to track the activity on your website. You need to know where traffic is coming from so you can make timely corrective actions to improve your marketing efforts for your website. You cannot effectively manage a website in today's complex digital environment without the detailed level of information that Google Analytics can provide. But, be prepared for the steep learning curve you will encounter once you begin using GA.
Score 9 out of 10
Vetted Review
Verified User
Incentivized
I use Google Analytics for websites, for HTML5 games hosted on web platforms, for mobile apps and games. It is essential to measure Key Performance Indicators for your site or app. Google Analytics can show your basic stuff like page views, sessions, etc and also more complicated configurable indicators like funnels, events, etc.
  • shows basic indicators like page views, sessions.
  • provides breakdown by country, city, languages.
  • real time data
  • retention data display is not very convenient
  • it is relatively hard to organize events
  • it is relatively hard to switch from one property to another
Google Analytics is well suited for websites, web applications, and games. Google Analytics is less appropriate for the scenarios involving mobile native applications and games even though it is usable - there is just room for improvement. It is less suited when a lot of events are submitted and it is relatively hard to organize events.
Travis Brown | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
Incentivized
Not only do we utilize Google Analytics for our company, we use it for several clients as well. Google Analytics is the industry standard for a reason, making it easy to track web traffic and behavior across your site or sites and using the information to make better content decisions.
  • Track site traffic
  • Track audience acquisition
  • Track conversions on your site
  • Track behavior across your site(s)
  • Can be a challenge to learn as a beginner
If you have a website and aren't using Google Analytics, you are missing out. Google Analytics is a wonderful tool that can be valuable in making your site more engaging and understanding if your other marketing efforts are working. If you are doing any advertising and driving people to your site, Google Analytics can tell you whether those efforts are successful.
Score 10 out of 10
Vetted Review
Verified User
Incentivized
We primarily use Google Analytics within the Marketing department. It was decided on and implemented by the web development group, and is used by the whole department in various forms. It has proven to be an effective and integrated tool for our web performance analysis work across multiple web products.
  • Basic performance measurements
  • Traffic sources
  • Demographic data
  • Data Studio integration
  • Optimization
  • Multi-site setups
  • Connection to non-Google products
Google Analytics is a free option that keeps up with much more expensive and difficult to use competitors, so it's hard to argue with that. If you are using other Google products or have limited technical capabilities on staff, it is absolutely the way to go. If you have a more complicated optimization or tracking program, it probably can't keep up with your needs.
Score 8 out of 10
Vetted Review
Verified User
Incentivized
It always helps identify usage, trends, and opportunities for growth. You can stay high level, or get pretty granular in order to dig into trends and patterns that will help your business thrive. It bridges the gap between what you "think" is happening and what actually is happening. It allows us to communicate more effectively with our clients as a result.
  • Traffic analysis
  • Demographics
  • Geographic usage
  • User training
  • Get rid of the new version
  • Provide quick and easy onboarding
It's particularly suited to brands, individuals, and businesses who want to know more about their business and how to grow it. We always set up at least a rudimentary implementation, even if they don't decide to move forward with deeper analysis. This allows us to have something to fall back on.
Heide Rembold | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User
Incentivized
Google Analytics is often used by one individual (myself) with occasional consultation and sharing with other members of the staff. As the Director of Marketing & Analytics, I use Google Analytics to track data on our website and relay that information to our team, as well as use it to come up with ways to increase traffic to our website and business in general. The business problems we address as the questions of how consumers are getting to our website, what they're doing once they're on it, and when and how they leave.
  • Has details on everything
  • Raw data, up for interpretation
  • Multi-user functionality
  • Courses available for education
  • While raw data is nice to have, I do wish there was an easier way to provide reports from Google Analytics directly. Something that could answer questions straight-forward for people.
  • I would appreciate "helpful hints" or a cheat sheet of some sort, so when quickly searching for something such as time on a certain page, I can find it quickly.
  • I really don't have a third point!
I am highly likely to recommend Google Analytics to a friend or colleague if they have the goals of knowing what is going on in their website and how they can improve the layout, design, or working of it to increase attention, sales, et cetera. The many functions that Google Analytics provides make it a fantastic platform to record and present data, including the "goals" setting.
J.P. VanderLinden | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User
Incentivized
Analytics is a first step for anyone actively marketing their site with online efforts. It allows for a clear understanding of website user behavior and content performance, broken down by factors like source, campaign, geography, and time. Regardless of whether you manage paid media campaigns, organic social or search efforts, or website UX/UI and Conversion Rate Optimization, Google Analytics has some value to provide you in its tracking and reporting.
  • User pathing and flows can help a site manager understand better how site visitors move through their content in order to streamline and present a better experience
  • Acquisition reporting shows not only where traffic comes from, but also how visitors from particular sources engage with the website as compared to each other.
  • Ecommerce conversion tracking goes beyond simple revenue reporting to show how different products or product categories sell, and how the checkout and cart process could be better optimized.
  • As a legacy user of Analytics, it still rankles that keyword tracking was removed, especially if you're managing SEO and organic search efforts.
  • GA does not yet have a good solution for cross-device user tracking; Facebook has been able to figure this out with smarter cookies, you'd like to think Google could as well.
  • Analytics defaults to last-click attribution, and while there is an attribution modeling section, it doesn't universally touch the entire platform, only a small subsection of reports. Allowing changes to the attribution across the entire set of reports would be a big lift.
It's going to be hard to beat this offering for the price (free). Even if it falls a little short in some areas, the savings compared to something like Adobe Analytics or Mixpanel over time really adds up.

That said, it is particularly useful for anyone running a website where the key actions are tracked online. For example, a lead-generating site where a form is filled out on the website or a meeting is booked; an e-commerce store where products are bought and sold directly on the site; or a SaaS organization where the signup completely happens online.

On the other hand, if your main customer activity happens in-person or over the phone, it's going to be harder to connect site activities to the ultimate goal, which is going to decrease the value Analytics brings.
McKay Salisbury | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
Incentivized
We use Google Analytics on our website. It helps us understand where our traffic is coming from on our website. There is also some information on how customers on our website are interacting with the site. We're not the kind of business that gets a lot of website traffic so Google Analytics is great since it's free and gives all the important information we need. It's also so widely used in the industry that everyone who works on the site is familiar with it and how it works.
  • It shows the sources of your traffic, such as organic search, referrals, or direct.
  • It shows the website flow in a really useful way that helps you understand what customers do when they come to your site.
  • It's simple to setup and very widely used by SEO professionals.
  • It picks up a lot of bogus traffic from spam bots.
  • A lot of the specific information is not shown. For example, for 95% of the organic traffic, you can't actually see what keyword they typed in to find your site.
  • A lot of traffic can't be tracked and is simply shown as "direct."
It's really useful for anyone with a website. It's probably definitely the right option for a business that doesn't get a lot of traffic. I'm sure there are better options out there that cost money, but obviously, if you only get a few hundred people visiting your site, it's not worth it and Google Analytics does the trick. It's also useful if you're running Google Ads. If you're totally non-technical, I'd have someone set up google analytics for you and show you how to log in and see traffic. There's not a lot of situations where you wouldn't want to use Google Analytics.
Score 10 out of 10
Vetted Review
Verified User
Incentivized
We use Google Analytics in all departments. Marketing can use the data to look at campaign and landing page performance. Sales uses it to track prospect activity on our pages. The product team uses it to measure feature adoption, and engineering can use it to track errors in the app. We give everyone access to Google Analytics so they can answer their own questions using the readily available data.
  • Tracking usage in different dimensions and segments
  • Custom segments and reports
  • Tracking A/B test results
  • Attribution
  • It's complex when you start learning how to use it, but once you get to know it, it's really useful
  • The motion chart feature does not work and I cannot find any online documentation to tell me why
  • The help docs are very outdated
It's really appropriate to use in any industry and company size.
Tegan Jenner | TrustRadius Reviewer
Score 7 out of 10
Vetted Review
Verified User
Incentivized
Google Analytics is used within our media & analytics team to track website performance, both on the macro scale, and when looking at the traffic that our paid media campaigns are driving. We also use the Google Analytics plug ins in Google Data Studio to report a live feed of website performance to our clients. We set up events and goals using Google Tag Manager that we they pull and report on through Google Analytics.
  • Flexibility, especially with site tagging
  • Thorough data fields, if properly set up
  • Interesting visuals, like time series, pie charts, website flow visuals, etc.
  • The UI is a little clunky, and I always have to spend a second trying to remember how to find the data I'm looking for
  • I haven't personally found a good training guide on Google Analytics. So learning it was/is slow and cumbersome.
  • I would like to see some more customization options when it comes to reporting and setting up custom reports.
Honestly, it's not the easiest tool to learn and use, but it's free and has become the industry default. The fact that is also seamlessly integrated with the other Google properties like Tag Manager and Data Studio makes it hard to consider any other option for website performance tracking. I would recommend Google Analytics for anyone who is looking to get basic traffic performance for a relatively simple website. If your site is particularly complex and you have complicated events and goals that you want to track, you may consider looking into a paid tool.
George Bounacos | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User
Incentivized
We use Google Analytics to measure all of the activity on sites that we own and sites that we manage for clients. Over time, Google's reliability and reporting tools have enabled us to move away from having to study server logs to understand what is happening. As the largest free analytics software online, they've radically improved how data is used to manage digital businesses. Making an organization data-driven is the first step to improving profitability.
  • We set up conversions for each organization even if they do not engage in direct sales online. This has the benefit of holding everyone accountable to the same mission.
  • Google Analytics also becomes the permanent database of the organization's digital activity. Need to easily compare this month's sales against prior years and cart the impact of seasonality. It's easy to set up fast and easily saved for future retrieval.
  • Handling the data from millions of sites has allowed Google to see what information is requested and then prompt users.
  • There are definitely some data vagaries around URLs and channels. Subdomains can easily be misconfigured as can referring sites.
  • Years later, we all still mourn for the missing keyword data. Yes, we used to get keyword information from every Google search. That loss is only somewhat mitigated by linking Search Console with Analytics.
  • There is still a lot of user confusion around how Google Tag Manager works. We understand, but we're in that business. Setting up Analytics to work on your sites isn't as easy as looking at an FAQ.
  • The entire configuration process could be easier for micro-businesses. There are small businesses that could use these tools, but have a steep learning curve and often don't have the budget to pay someone to handle things for them. It seems like a basic turnkey solution could be available to them on certain platforms.
If you've moved beyond keeping receipts in a cigar box, you need to use Google Analytics. That's true even if you don't directly sell on the internet because Google Analytics will tell you what people are interested in on your website, how they get there, and even some limited information about where they are and their interests.
Score 9 out of 10
Vetted Review
Verified User
Incentivized
I have been using Google Analytics for over 5 years and always recommend using it for any website. Google Analytics is one of the more accurate ways to track website visitors, traffic, sales, and audience behavior. It is free and very widely used. We use it mostly for traffic website traffic numbers, page performance and insights into our audience. We have a few clients that use it for traffic conversion and sale data as well.
  • Pretty accurate website visitor numbers
  • Ability to manage multiple websites on the same account
  • Monitor website behavior
  • Get audience insights
  • It is confusing and complicated to fully understand
  • It's difficult to figure out how to see what you want to see
Google Analytics is something I would recommend to everyone with a website. All website builders have a plug in or widget because it is so widely used so its pretty simple to get set up on your site. And it's free. Even if you are using a different website tracking software I would recommend using Google Analytics to compare that data against.
Score 8 out of 10
Vetted Review
Verified User
Incentivized
We use Google Analytics to measure and track marketing performance and determine where the traffic is coming from. Google Analytics has been crucial for various departments in the organization such as marketing, PR, and data analytics. It addresses our problem of figuring out if our ad campaigns and email campaigns are having the desired effect. We are also able to determine which platforms and demographics of customers we should target.
  • Allows you to get a great overview of your website performance.
  • Ability to set up customized tracking and dashboards.
  • Easy to use.
  • Add more features for data analytics.
  • Better customer support.
Google Analytics would be perfect for smaller companies or start-ups that don't necessarily have the resources to use other more expensive tools. It is helpful to keep track of how your website is doing and could use the data to include in pitch decks.
James Crook ☛ Business Coach for Massage Therapists ☚ | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User
Incentivized
We use Google Analytics to track basic usage statistics across a number of our public websites. These include the main business website we use as part of our marketing, and the private web portals we have for memberships sites. Google Analytics allows us to see what traffic numbers are visiting our sites, where they are located geographically, and if they have come from specific campaigns we’re running.
  • Easy to track traffic to all pages on our websites
  • Compare which pages get the most visits
  • See geographic location data shown on nice looking maps
  • Compare usage over time with visual graphs and comparisons
  • It can be difficult to navigate intuitively because there are a number of features present that I don’t use
  • In the old days we could see what search phrases people were using who had arrived on our site, which is no longer available for privacy reasons. I get it, but that data was really useful
If you want something that is free and shows simple statistics really well without much setup requires, Google Analytics does a great job of that. To do more advanced tracking of funnel steps or e-commerce behaviour it takes a little more time and effort to set up and the visualisations of that more sophisticated data are not as easy to create.
Danilo Roberto Zerón | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
Incentivized
Google Analytics provides powerful, real-time & data-driven insights pertaining to user activity on-site (i.e. or any active website properties). By collecting & regularly assessing user activity via Google Analytics, organizations and businesses are granted visibility into critical performance metrics allowing for optimization opportunities to be identified in the following categories: user experience, user engagement, conversion rate optimization, SEO, SEM, E-Commerce, and more.
  • Source-Level Data Collection.
  • Highly Granular Data Visualization.
  • Customized Conversion Tracking & Goal Creation.
  • Online Audience Development & Segmentation.
  • Software Connectivity Limitations (e.g. Google Data Studio).
  • Customer Support Availability.
  • User Training Resources.
Google Analytics is well-suited for all organizations who are utilizing a website, or any active web-property including social media accounts, e-commerce sites, and search engine results page listings. Any organization that is generating either organic and/or paid traffic, especially across multiple sources/mediums/channels, should be utilizing the completely free Google Analytics tool to gain greater data-driven, real-time insights about user activity, user engagement, user experience, and more on-site.
Score 10 out of 10
Vetted Review
Verified User
Incentivized
We use it internally for our own site as well as for nearly all of our clients. It helps us and our clients better understand how their audience is using their website, and from that we are able to make decisions and recommendations on how to optimize their site to better help with their business goals.
  • Easy setup.
  • Good overview of what's happening on your website.
  • Ability to dive deeper into stats, for those who are interested.
  • Ability to set up additional custom tracking, for those who are interested.
  • Some reports are hard to pull.
  • It's hard to switch the owner of the account (e.g. if someone else set up the account who is no longer around).
  • When you export a PDF of a report, it doesn't look great.
Every website should have Google Analytics installed. Even if you're not ready to use it, it can at least start capturing data. Then when you're ready, you'll have plenty of data to dive into. Even if you're only mildly interested in your website's performance, there are plenty of stats in Google Analytics you'll find useful. I find it a little trickier for mobile apps (between Google Analytics for mobile apps and Firebase, I'm still not completely sure which one to be using).
Ethan Galowitz | TrustRadius Reviewer
Score 7 out of 10
Vetted Review
Verified User
Incentivized
We use GA to track visits to our app and understand which pages are being accessed. We also connect the results to Amazon QuickSight data to better understand user behavior. Primarily, we use GA to track page views, certain events (although that hasn't been as successful) and number of users accessing who do not log in.
The data is used by Product (understand usage) and Customer Success (report on usage to clients).
The problem I use GA for is that I don't always have access to my users so it is helpful to see where in the app they are going. Beyond that, I feel we're missing a lot of the value to segment our users and understand behavior. I occasionally use the data to make a point/argument to support my decision.
  • Track usage for users who are not signed in.
  • Create visualizations of the data that are easy to manipulate and consume.
  • Access your data cheaply and without too much management/overhead.
  • It can be difficult to create the segment I'm looking for.
  • I don't always trust that the data is telling me what I think it is. Sometimes unsure how the data is being calculated or what exactly I'm looking at.
  • I know there are a ton of things I'm missing! Help me discover the features I need :)
GA is well suited for understanding high level info about what users are coming to your site. It infers demographic information so you can actually get a sense of what your traffic looks like outside of the data you explicitly collect. It also creates visualizations and makes it very easy to manipulate them and adjust what data feeds in.

GA is less good (in my experience) for understanding user behavior because I have no ability to set complex queries to get different things. It also appears to work entirely based on front end activity so you can track what a user does, but not always the action they've taken (e.g., you don't necessarily know the current state, just the history of actions).
Anne Theriault | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User
Incentivized
Google Analytics is used by our organization to track website traffic, age-specific interests and to track how long people remain on our sites. We use Google Analytics to address problems such as visitor retention and how they arrived on our site.
  • Provides worldwide stats including retention time and bounce rate.
  • It's a secure tool.
  • Great indicator for website performance.
  • Can be overwhelming for a beginner.
  • Customer support is nearly absent.
  • Conversions can be difficult to set up.
Google Analytics is well suited for smaller companies. Its ability to track traffic, interests, retention rate, and bounce time gives you a somewhat clear indication of how your website is doing. Google Analytics is less appropriate for beginners and larger companies who need in-depth training with technical knowledge.
Sarah Hoffman | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
Incentivized
Google Analytics is one of the most sophisticated reporting tools on the market and the best part is that it's free. Our agency actively managers Google Ad campaigns for our clients (Search, Display, and YouTube TrueView), and as we build websites, we always install Google Analytics to start collecting data, which ultimately improves our campaigns. Google Analytics is seamless to install and integrates into our CRM. We're able to view our goal funnels, segment audiences, understand behavior flow, analytics site traffic, track events, and ultimately report on conversions. Conversion tracking reporting is a very powerful way to show ROI on ad spend (ROAS) and Google Ads conversion tracking through Google Analytics and Google Tag Manager helps us understand and improve our paid campaigns.
  • User Management (permissions are safe and secure across teams)
  • Real-Time Data (reporting is live and provides rich insights to site activity)
  • Custom UTM Parameters (ability to track and segment paid campaigns from Google Ads and Facebook Ads)
  • Conversion Tracking (easy to setup and analyze results)
  • Custom Views (customize the dashboard to your preference)
  • Multiple Properties (able to add more than one property to an account)
  • Facebook Ads Reporting (ability to segment by ad set and ad creative without the need for a custom UTM)
  • Better Google Data Studio templates for social media and conversion tracking
  • Better training tools and resources for beginners
  • Easier implementation with Google Tag Manager (no need for multiple code snippets)
Google Analytics is suited for
  • Advanced marketers who have experience running both paid and organic advertising campaigns
  • Web developers and strategists who need rich insights of website user behavior and activity
  • UX & UI professionals to improve website navigation and custom tracking
Not Suited for
  • Entry-level marketing beginners (take courses and learn use-cases for Google Analytics before diving in headfirst because it can be very overwhelming
  • Not a 100% reliable source of social media conversion tracking. Use Facebook Ads Manager for reporting instead.
  • Be careful not to install tracking pixels more than once if you're using e-commerce in order to avoid the pixel double-firing resulting in inaccurate reporting
Denis Mutsky | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User
Google Analytics is used daily by various departments of our company. Overall, Google Analytics is one of the best web if not the best web analytics tool out there on the market. It provides users with valuable data insights when it comes to measuring the overall performance of the website, specific landing pages, and behaviour of website visitors.
  • The most powerful web site analytics with alot of useful data
  • Easy integration with third party platforms e.g. Facebook and Google Ads
  • Very difficult to catch up with new features and updates
  • Lack of end user support
Whether you running a website for a minimal web presence or you're an e-commerce business relying heavily on the Internet as your primary sales channel Google Analytics will provide you all (or almost all) necessary tools and reports to analyze website performance and improve as necessary with the purpose to provide a better user experience.
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