Item: Google Analytics
Rating: 3
Author: Verified User

Use Cases and Deployment Scope

We used Google Analytics (GA) to help many of our clients run A/B Tests and other personalization campaigns through tools such as Adobe Target, Optimizely, Google Optimize, etc. While we also used GA for general site deep-dive data inquiries, we were primarily focused on leveraging it to aid our analysis regarding our testing programs.

Pros and Cons

GA is obviously the price-conscious choice of the group. Bottom barrel product for a bottom-barrel price (especially the free version). But to its credit, it can be cheap (or free).
GA can be routed through Google's Data Studio platform, which I believe is a far superior and significantly more intuitive tool.
The integration between Google Optimize and GA is pretty seamless and does provide a basic/cheap method of starting a testing program.

There were times where data was literally incorrect (not even close to being correct at times).
There is little to no tech support (obviously if you are using the free version especially). Adobe's tech support, in contrast, isn't amazing, but it at least exists.
GA's data sampling can lead to confusing or unhelpful results.
It may be the single least-intuitive tool I've ever used.
It's not built for A/B testing and personalization campaigns if that's what you're considering leveraging it for (in other words, it will be a bit duct-taped together to get it to do what you need it to do).
2 segment maximum is extremely limiting.
No ability to gather HIT-level insights.
Segment builder is cumbersome.

Return on Investment

It wasn't great to use, but it would still probably have to be a positive ROI being it was free.
Although, the opportunity cost (hours spent doing something that could be done in Adobe Analytics in 5 minutes for example) could be apart of an argument that it was a negative ROI.

Alternatives Considered

Adobe Analytics

I've spoken pretty extensively already about how Adobe Analytics and Google Analytics compare, but again it's not really close between the two tools. Again, there may be some use cases where GA makes more sense (primarily if you are trying to cut down on the expenses of the tools), but as far as what I was using the tools for (A/B testing and personalization), there is absolutely no comparison, and Adobe Analytics was well worth the additional cost.

Support Rating

There is no support if you are on the free version. I believe there is if you upgrade, but in my opinion, the entire appeal and only reason to use Google Analytics is if you are saving money. If you decide to fork out the cash on a tool, you may as well check into Adobe Analytics pricing.

Key Insights

Do you think Google Analytics delivers good value for the price?

Yes

Are you happy with Google Analytics's feature set?

Did Google Analytics live up to sales and marketing promises?

I wasn't involved with the selection/purchase process

Did implementation of Google Analytics go as expected?

Would you buy Google Analytics again?

Other Software Used

Adobe Analytics, Adobe Target, Optimizely

Likelihood to Recommend

GA is best suited for high-level data pulls for marketing teams (e.g. how many visitors are hitting our site every day, how many products are we selling every month, what are people most frequently clicking on our site). It's not as great if you're trying to start and/or develop a testing program.

Google Analytics Review

Software Version

Overall Satisfaction with Google Analytics