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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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Learn from top reviewers

Great tool for marketing and product managers

Rating: 10 out of 10
April 14, 2025
IncentivizedVetted ReviewVerified User
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 prom...
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Maria Sergeeva
Employee - Marketing
UX and Content Designer
Career Pathway Institute
Google Analytics11 years of experience

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

Rating: 10 out of 10
March 6, 2025
IncentivizedVetted ReviewVerified User
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 impr...
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Scott William Halewood
Employee - Marketing
Digital Experience Coordinator
York St John University
Google Analytics4 years of experience
Verified on LinkedIn

Google Analytics 4 is worth the setup investment

Rating: 8 out of 10
March 6, 2025
IncentivizedVetted ReviewVerified User
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 ...
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Connor Bolin
Director - Marketing
Associate Director of Analytics
KlientBoost
Google Analytics10 years of experience

Google analytics for strategic planning

Rating: 7 out of 10
March 5, 2025
IncentivizedVetted ReviewVerified User
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 w...
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Verified user
Analyst
Google Analytics3 years of experience

Google Analytics 4 - the default solution for quick results

Rating: 8 out of 10
March 5, 2025
IncentivizedVetted ReviewVerified User
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 quit...
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Francois Salvert
Consultant - Marketing
Web Analytics and Dashboarding
Dataligent Services Analytiques Inc.
Google Analytics15 years of experience
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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

Video Reviews

3 videos

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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

View all pricing

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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Features

Web Analytics

Web Analytic features such as SEO tracking, user engagement tracking, pageview tracking, and behavior analysis.

8.4
Avg 8.0
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Product Details

What is Google Analytics?

Google Analytics Video

Google Analytics Overview

Google Analytics Integrations

Google Analytics Competitors

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 Device and Browser Reporting highest, with a score of 9.2.

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

View all alternatives
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Reviews From Top Reviewers

View all reviews
(1-5 of 106)

The Standard Analytical Tool for Just About Any Website

Rating: 8 out of 10
May 03, 2014
EK
Eric Karkovack
Owner
Eric Karkovack Web Design Services (Internet, 1-10 employees)
Vetted Review
Verified User
Google Analytics
8 years of experience
Use Cases and Deployment Scope
I'm using Google Analytics to gather information for both my own website and the websites of my clients. It's mainly being used for finding the total number of page views, unique visitors and referrals from outside URLs. The majority of the time, I'm using it just for the basic tasks and don't get into the minutia as much.
Pros
  • It's great for detail oriented reports on web traffic and related info.
  • The maps indicating where users are coming from are particularly useful.
  • Very easy to create custom reports.
  • Easy integration with just about any type of website.
  • Ability to distinguish between mobile and desktop users.
Cons
  • The fact that so many search terms have now been blocked out of Google Analytics is a little troubling.
  • Even as a long time web professional, I still get confused about how to setup goals and other, more complicated features.
  • Documentation is not always as clear and concise as it could be.
  • When integrating with WordPress, it's better to use a plugin to help turn on some of those extended features.
Likelihood to Recommend
It's useful for pretty much any type of website. Frankly, Google Analytics is the standard bearer at the moment. Despite some areas being tough to figure out (for me, at least), at the very least it's great for getting that basic data that everyone is interested in learning more about. And, if you do want to dig deeper (and are willing to spend the time learning all of the intricacies), you can find out some interesting metrics.

A powerful, FREE tool to take the pulse of your inbound audience

Rating: 10 out of 10
December 18, 2014
PB
Patrick Buffum
Marketing Communications Analyst
Avtec Inc. (Computer Software, 51-200 employees)
Vetted Review
Verified User
Google Analytics
2 years of experience
Use Cases and Deployment Scope
Google Analytics was used within my organization to track our website's traffic. The metrics that we gathered and reviewed included CTR, unique visitors, pages viewed and time spent on the site. It was used primarily by the marketing department with relevant information relayed to sales. We didn't use it to address business problems per se, but rather to calculate the effectiveness of our marketing campaigns through web traffic.
Pros
  • Detailed breakdown of web traffic by any specified length of time (could for correlating with campaigns)
  • Time on site, % New Visits and Bounce Rate help qualify potential customers
  • Ease of Use! Very intuitive and well laid out
Cons
  • It would be nice if the free version had more tracking tools, but that is understandable.
  • I am unsure of the turnaround of analytics data for free users. Even premium accounts will not see immediate turnaround.
  • Multiple variations of a keyword may often be reported but you must manually group them together in reporting which could become tedious. Ex. Organic keywords searched that include: Startec, Startech, Starteck will all be compounded separately even though all searches were variations of the company name.
Likelihood to Recommend
One scenario for which I found this service particularly well suited was for tracking and calculating ROI on trade show spending. For example a company may purchase banner ad space for a trade show and have site links included at the end of an attendee email. Using Google Analytics you can measure the traffic from the trade show homepage (referral) and the CTR/time spent from the email links.
While this service is very impressive for one that is free it is far from all encompassing. While the platform reports data it is not an all in one tool that allows you to monitor how your actions directly influence inbound web participation.

Free to use - free to learn - Positive impact to your bottom line!

Rating: 10 out of 10
Incentivized
May 19, 2021
Verified User
Manager in Marketing
Marketing & Advertising Company, 1001-5000 employees
Vetted Review
Verified User
Google Analytics
10 years of experience
Use Cases and Deployment Scope
We use Google Analytics to understand website behavior, trends, customer preferences, and more. Our user experience teams along with our digital marketing and product sales teams are all interested in the data, how customers are using our websites and what actions they can take to drive higher conversions and sales.
Pros
  • Out of the box reports
  • User permissions and settings
  • ability to share custom reports with others (even those without accounts)
Cons
  • Can't pull custom dimensions into out of the box reports
  • Visualizations built in have room to be improved
  • With larger data sets, the small "default" number of rows becomes annoying
Likelihood to Recommend
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.)

Excellent free tool.

Rating: 9 out of 10
January 31, 2013
Verified User
Director in Marketing
Marketing and Advertising Company, 11-50 employees
Vetted Review
Verified User
Google Analytics
5 years of experience
Pros
  • You can't complain about what it does well and what it is not effective in supporting because it's essentially a free product. When compared to the astronomically high cost and convoluted Adobe Site Catalyst/Omniture software, Google's UI and intuitive menu labels is best in class for slicing/dicing web analytics data to find just about anything a client may be interested in... quickly and efficiently.
Cons
  • Some data visualization options for viewing/interpreting rows of data could use improvement. It's not exactly plug and play for presentation ready decks that make sense to a layman client. It's easier to export a .csv file and crunch the data set yourself to create a customized chart that's more client centric.
Likelihood to Recommend

Good bang for your (free) buck

Rating: 7 out of 10
Incentivized
June 17, 2021
TJ
Tegan Jenner
Senior Data Analyst
Helen & Gertrude (Marketing and Advertising, 11-50 employees)
Vetted Review
Verified User
Google Analytics
6 years of experience
View profile
Use Cases and Deployment Scope
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.
Pros
  • Flexibility, especially with site tagging
  • Thorough data fields, if properly set up
  • Interesting visuals, like time series, pie charts, website flow visuals, etc.
Cons
  • 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.
Likelihood to Recommend
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.
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