Item: Google Analytics 360
Rating: 6
Author: Verified User

Use Cases and Deployment Scope

Google Analytics Premium is one of the best Web Analytics tools out there. It is incredibly easy to use and makes it accessible for numerous people in your organization--from the CMO to individual Marketing Managers. Google makes it easy to create actionable dashboards for users that are directional--however, the data sampling issue that many analysts have complained about still plagues it to this day.

Pros and Cons

Creating actionable dashboards
Easy to use interface
Unparalleled support

Sampled data
Copying goals to different profiles is to this day an arduous process
Lack of an iOS app for Analytics.

Return on Investment

Lack of understanding about true customer direction
Dashboards that were easy to create and thus, it made it easier to lift the curtain off of the data
E-commerce was easy to setup and gain an understanding of how each marketing channel was performing

Alternatives Considered

Adobe Analytics

Google Analytics Premium is the more user friendly experience of the two. If you want people in your organization, outside of your analytics/web department to look at and occasionally use the tool, then this would be the ideal choice. However, the amount of times you are going to have to run unsampled reports (and having to explain what that is/what that means) makes it a frustrating ordeal. Again, if your company falls within the sample size parameters, it makes sense to get GA over Adobe Analytics, but strongly consider Adobe Analytics if you fall outside the sample size.

Likelihood to Renew

Google is always innovating and it's nice to be part of that innovation. With new acquisitions happening around the platform around multi-channel attribution, it's an exciting time to be a Google Analytics Premium subscriber. While the sampling is a downside, the fact that the product is so incredibly intuitive makes most analysts hopefully that they will continue to improve in these areas and make it a true Fortune 500 competitor to Adobe Analytics.

Likelihood to Recommend

Right now, I can't recommend it for companies with volumes that exceed the sampling size. You just can't do any analysis that people across your organization will trust. It's all directional--which is fine if you are a smaller organization. I've used it in two previous roles--one where it was appropriate--one where it would've been great as a secondary tool.

If you're within the sample size (whether Google is quoting right now), it's the appropriate tool.

Google Analytics Premium: Intuitiveness Incarnate (Sampled)

Overall Satisfaction with Google Analytics Premium