Google Analytics

[Google Analytics] is appropriate for any company looking to track their digital ads and get more info on who is seeing these ads, and where they came from. It would be less appropriate for companies who have all of their ads in one place, or have print ads instead of digital.

It is an amazing tool to help monitor website and landing page traffic. We currently use it to see where the majority of our visitors are coming from. We can then adjust ads and landing pages based on the information gathered.

Google Analytics is the best free program for website data, hands down. It's easily installed and integrates well with most consumer-friendly content management systems. So if you're looking to know general stats about your website : how many visitors, where they came from, where the users are coming from that do what you want them to do, this is a pretty good place to start. It also, of course, integrates well with other Google products - like Ads, Tag Manager, Survey, Optimize, and plenty of other things. So if you'd like to, for example, see how many people clicked on a button, implementing Tag Manager is usually as easy, then a few short steps later, you can see all your desired information directly in Google Analytics. With the new GA4, there's some great cross-user tracking, as well, so you can more easily see users moving between desktop, mobile, tablet, and an app. Google Analytics is also useful for seeing the physical location of different sources of traffic - so you can get a good idea if that media placement you went with (or anything else, for that matter) is actually driving relevant, converting traffic that's doing what you want them to do and sticking around on your site.

It is not good for tracking indivdual user paths or data - it's strictly anonymized and sampled.

A free analytics tool that is easy to implement and easy to understand. The ROI pretty much speaks for itself. Unless you have a truly complex or unique analytics scenario requiring high degrees of customization, Google Analytics is a no brainer.

I've used the platform successfully to derive insights and actionable recommendations for commerce sites, content sites and even account centers (bill payment platforms, etc.)

We've gotten a lot of intel out of GA over the years but are finding there are other applications out there that may help fill in the gaps where GA is lacking.