Google Analytics - Honest Thoughts.

Google Analytics has improved hugely in its usability and user-friendliness of the interface over the last decade. The simple formatting and customizable nature mean that a user can adapt a particular dashboard and the overall tool to suit their needs, whether those are more complex or relatively straightforward. There is still slight room for improvement, with some metrics, particularly when combined with others, that could have more detailed explanations in-platform for those users who are perhaps less tech-tuned.

Google Analytics is well suited for anybody looking to understand the volume and traffic sources of their existing tools, where an IT integration can be undertaken. It's well suited to businesses focused on demand generation, where the link between different tactics or campaign approaches and the impact on traffic can be handy. It's less appropriate in companies that don't have public-facing content, like a website or email marketing. Google Analytics is also only able to track users' behavior on your site; for example, they can't see if they then visit a competitor's site or what activity they undertake to follow your snapshot.