We use Google Analytics (GA) for various external sites around our ecosystem. Not only is GA a free tool, but it's many features and new ability to connect and monitor eCommerce activity are great. It is very helpful in monitoring web traffic and activity and helping to determine next steps in marketing and web projects. It's permission based roles allow us to assign users for overall use, dashboard or reporting only, etc. We can also create users and dashboards corresponding to specific sites, regions, or products. Sure, there are things GA can't do that others can, but we find the reverse is also true. Overall GA is a very good and helpful tool especially with it's recent updates from late 2013 to the Universal Analytics engine.