Delivers great value and contributes to a data-intensive culture of driving goals!
February 10, 2023

Delivers great value and contributes to a data-intensive culture of driving goals!

Anonymous | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User

Software Version

Google Analytics

Overall Satisfaction with Google Analytics

Google Analytics is used across the business for keeping track of customer behaviour on website, from source channels to target destinations. This ranges from simple use cases like knowing session count of a user to complex use cases like keeping track of conversion goals of purchase & revenue targets in the end. Custom use cases also involve tasks like creation of custom user journey funnels such as login funnel, sign-on funnel, order funnel to more complex use cases like cross-segment or cross-sequence comparison across various temporal bases of customer journey. The scope of this tool is the broadest of all - this software turns out to be the bread and butter of everything we do and plan. This not only helps in direct integration with visibility on tools like Google Ads and ads performance, but also helps in planning downstream applications & strategies, keeping in mind the current customer behaviour on website, including bounces, duration spent as well as total transactions made & orders revenue placed. Moreover, custom integration of Google Analytics with other tools & softwares helps in expanding the scope of usage of this software across domains.


  • Tracking Customer Behaviour
  • Tracking Financial metrics like transactions & revenue
  • Tracking custom user journey funnels like login funnel, order funnel, etc.
  • Seamless integration with other Google services like BigQuery, Google Ads, etc.
  • Ability to create custom reports based on use case requirements
  • Ability to export reports for custom analyses at user's end


  • Export functionality can be improved - currently custom reports can't be shared in live condition, rather in formats like PDF etc.
  • Ability to integrate with more 3rd party apps, which don't belong to the Google environment
  • Currently, the UI is cluttered with not-so-helpful values. A simple user experience by default in terms of navigation is required
  • The auto-search option at the top bar doesn't work as expected most of the time, that should be improved.
  • Some definitions of Google Analytics are not self-explanatory, a lot of research is required to process the field meaning.
  • Ready-to-use glossary for tackling complex use cases like attribution handling
  • Ability to create custom user journey funnels
  • Ability to track basic health metrics for the website
  • Ability to view any alerts related to website traffic
  • Ability to track source channels in marketing, and consequently take actions to increase customer engagement
  • Better ability to view entire customer profile picture in 1 place, instead of scattered across various data sources
  • Google Analytics has helped increase coverage of user journey.
  • Google Analytics has helped increase awareness of data-based applications in downstream planning
  • Google Analytics has helped increase order revenue by significant amounts
  • A downside is it requires a lot of hand-holding when dealing with 3rd party app integrations.

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


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?

I wasn't involved with the implementation phase

Would you buy Google Analytics again?


It is best suited for scenarios wherein customer behaviour is to be analysed in a minute manner - the use cases can range from simple tasks like tracking sessions & duration of time spent on website to more complex use cases like tracking successful conversion purchase percentage, login conversion page funnel & goals as well as targets performance against expected numbers. This can be helpful in deciding further CTAs like downstream strategic planning on customer behaviour enhancement, driving up engagement as well as revenue ultimately in the end. There are some scenarios wherein GA is not particularly suited well to perform the best in most scenarios. And those use cases will almost always deal with things which are related to 3rd party apps. For instance, linking 3rd party ads data sources is sometimes a hassle while viewing the data in unison with Google's data in the console. There can be say missing campaign IDs but campaign names would be present, making it hard to make sense of data holistically. Data Export is also an issue when working with data outside Google Analytics, as export formats are limited in nature.


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