Google Analytics

Product features are certainly a significant factor to consider when choosing Google Analytics.
Customizable Dashboards: Google Analytics allows users to create custom dashboards and reports to meet their specific needs and goals.
Data Collection and Processing: Google Analytics is capable of collecting and processing large amounts of data from multiple sources, providing a comprehensive view of website traffic and user behavior.
User Segmentation: Google Analytics provides a variety of ways to segment website visitors, including by demographic, behavior, and custom dimensions, enabling more targeted and effective marketing.
Marketing Campaign Tracking: Google Analytics provides powerful tools for tracking the effectiveness of marketing campaigns and measuring their impact on website traffic and sales

The fact that Google Analytics is free was a huge factor. We have experimented with other data and analytics platforms, but ultimately these are just tools and it all depends on how you use them. For our needs, Google Analytics in combination with our in house reporting tools gives us all we need.

Since we used Google Analytics from day one as a startup, the fact that it was free obviously played a major role. But beyond that, I had familiarity with Google Analytics from a prior company / role, and knew that as we looked for SEO and other consulting help, that virtually anyone who knows anything about web analytics knows how to use Google Analytics. The ecosystem of practitioners is strong. So even if you "graduate" to something else later, Google Analytics is always a fine place to start.

The price was the highest selling point to us as we were using an expensive software beforehand.

The features and usability were a better fit for our needs.

no price