Item: Google Analytics 360
Rating: 8
Author: Fernanda Ministerio

Use Cases and Deployment Scope

The cost of Google Analytics 360 is high, even in a large company in my country. At the moment we are testing if there is a good cost-benefit relationship and if the tool suite really improves our work, reducing the technical hour's costs of the team. We think this technology is highly justifiable for large companies that have e-commerce. It provides great analytical power concerning the presented results. The value of the contract includes technical support and training for the team, which is very important.
We are testing in a single area for now. So far, we've identified that the number of columns to export and the number of custom variables can bring impactful results. We have been using Google Analytics to track user behavior on our websites. The resulting data helps to understand user behavior and other data, such as which platform the user accessed our site from. It also helps our company know which banners we are getting the most leads from and which leads are converting to customers which can support further analysis for our CRM.

Pros and Cons

Offers premium tools to get to know your data better, with more insight into larger sets of data.
Works great with other Google Suite products.
Helps track sessions, user bounce rates and session duration.

Some competing products have better user behavior analysis.
In the funnels, you can see the dips, but you cannot check the seasonality of the funnel conversion at once.
The cost is high for companies that are not specifically e-commerce and Marketing.

Most Important Features

Event tracking to better understand user behavior.
Improve customer service.
Representation of data in the form of very explanatory graphics.

Return on Investment

Saved time on reporting.
Better understanding of customer behavior.
Ability to gather new information and expand information.

Alternatives Considered

Adobe Analytics

Features like user segmentation and visualization of user behavior and journey. 
Custom reporting and creating custom tables with different metrics is what we miss. 
Big Query, Google Optimize and other features. 
Both have a simple implementation, but Google Analytics offers several ways to embed Analytics events on your website in the app as well.
User support and training were also essential for the team.

Key Insights

Do you think Google Analytics 360 delivers good value for the price?

Not sure

Are you happy with Google Analytics 360's feature set?

Yes

Did Google Analytics 360 live up to sales and marketing promises?

Yes

Did implementation of Google Analytics 360 go as expected?

Yes

Would you buy Google Analytics 360 again?

Yes

Likelihood to Recommend

Google Analytics 360 (formerly Google Analytics Premium) is much more complete than its free version as you won't get the sample data you get in regular Google Analytics.

If you're a marketing, advertising or e-commerce company with multiple sites and products and receiving a lot of data, Google Analytics Premium is fantastic. You will have a great set of tools that will help you to perform different operations and generate reports on your data. These insights would help you make better decisions about your product.
It's too sophisticated a tool for a non-commercial company. Much of your data, reporting and analysis can be done in other tools (or using data science).

Great Google Analytics 360

Overall Satisfaction with Google Analytics 360 (formerly Google Analytics Premium)