What I like the most

Google Analytics excels in its ability to transform large volumes of data into immediately usable insights. The combination of customizable dashboards, advanced segmentation, and real-time reports allows for a quick understanding of what works and what doesn't. The native integration with the Google ecosystem (Ads, Search Console, BigQuery) makes traffic and conversion analysis extremely smooth, without the need for additional tools. The new event-based structure also offers a much more granular view of user behavior, ideal for those who want to optimize funnels and performance. Review collected by and hosted on G2.com.

The learning curve remains quite steep for those unfamiliar with event logic or advanced configuration. Some features are powerful but not very intuitive, and require time to be fully utilized. Additionally, the documentation is extensive but not always straightforward. Review collected by and hosted on G2.com.

What I like best about Google Analytics is its clear insights into user behavior and easy-to-use real-time tracking. Review collected by and hosted on G2.com.

What I dislike about Google Analytics is that the interface can feel complex at times, especially for new users, and some reports are not very intuitive to navigate. Review collected by and hosted on G2.com.

What I like best about Google Analytics is the depth of insight it provides into user behavior and campaign performance. It allows me to clearly see where traffic is coming from, how users are interacting with content, and which channels are driving conversions. The real-time reporting is especially useful for monitoring campaign launches and making quick optimizations. I also appreciate how customizable the dashboards and reports are, making it easy to focus on the metrics that matter most for specific clients or goals. Overall, it’s a powerful tool for turning data into actionable insights that improve marketing strategy and ROI. Review collected by and hosted on G2.com.

What I dislike about Google Analytics is that the interface and navigation can feel overwhelming, especially for new users or when trying to locate specific reports quickly. The transition to GA4 also introduced a learning curve, with some familiar features from previous versions being harder to find or no longer available in the same format. Additionally, setting up custom tracking and events can be complex without technical support, and data discrepancies or sampling can occasionally make reporting less straightforward. Overall, while it’s powerful, it can take time to fully master and use efficiently. Review collected by and hosted on G2.com.

I’ve been using GA4 since the beginning of this organization, as it’s the industry-standard analytics platform for websites. It’s free to use, yet it’s a feature-rich performance tool. I especially like the Report snapshot feature because it saves time. We can quickly use the pre-built templates to review user behaviour, sales and revenue, and even marketing performance.

It also has a real-time user overview interface, which is very helpful for tracking campaign progress live. On top of that, we can see how many users are on different types of pages in real time.

GA4 is powerful, and with its default business objective section we can measure user acquisition, organic traffic, landing page data, and more. With the recent AI assistant integration in the Analytics Advisor, it’s easier to understand and analyze any property or KPI directly within the platform. We can also explore user attributes and demographic information easily. Review collected by and hosted on G2.com.

While it’s free to use, the built-in integrations feel very restrictive and are mostly limited to the Google ecosystem. If you don’t use Google products much, then GA4 won’t be very useful.

Onboarding is very straightforward, but there’s no direct access to live customer support if you run into issues. You generally need to be an enterprise customer to get even limited support, and trying to resolve questions over email can feel cumbersome. Review collected by and hosted on G2.com.

I like that Google Analytics has very clear data, new AI features to help with reporting, and many integrations with other software tools for reporting and other performance metrics. Review collected by and hosted on G2.com.

Some of the updates and documentation on the updates could be more clear and they could do much more to help explain things (when it comes to the new updates). Review collected by and hosted on G2.com.

I primarily use Google Analytics to monitor website traffic and analyze user behavior patterns. It's easy to set up and there's no cost involved in getting started. The integration and deployment via Google Tag Manager or directly on the website are straightforward. Google Analytics is good for companies to start with because it helps understand user behavior, providing multiple ways to segment the data, including geographical and device-based segmentation. The tracking features are great for understanding how visitors interact with my website. It's also adhering to all GDPR rules, which I consider one of the best parts. Review collected by and hosted on G2.com.

The entire UI is not intuitive by default, taking time to understand Google-specific terminologies, which might not be general or how you imagine things. The UI is described as old school, not modern compared to other analytical companies. It can also take a lot of time to load at times. Review collected by and hosted on G2.com.

The Exploration module is a game-changer for UX audits. I can build path explorations to see exactly where users drop off in a signup flow, which informs my wireframing decisions. Review collected by and hosted on G2.com.

The interface itself is uninspiring. Compared to modern design tools or even "niche" analytics like Fathom, GA4 feels clinical. It takes too many clicks to get to a simple "Top Pages" visual that I can screenshot for a client presentation. Review collected by and hosted on G2.com.

I like using Google Analytics for tracking and analyzing traffic. It helps me understand user behavior by relying on real data to make informed decisions. The feature I appreciate the most is event tracking because it provides detailed insights beyond basic traffic metrics, allowing me to track specific user actions like form submissions and button clicks, which gives a clearer picture of user engagement. I also find the reporting customization useful as it lets me create tailored reports and dashboards to surface the most important data quickly. Review collected by and hosted on G2.com.

One area that could be improved is the learning curve, especially in GA4. It can be difficult to navigate and set up correctly without prior experience. I also find that some reports take time to customize compared to older versions. It would also be nice if there was an already made report section that displays the Organic keywords driving conversions. Review collected by and hosted on G2.com.

I really value how Google Analytics makes it easier to see what conversions came from which sources of our paid media. I find it especially useful for providing better reports on lead data. It also aids in tracking the lift in website traffic when launching awareness ads. I appreciate the ability to track UTM URLs that we've implemented, as well as the different options available for tracking. We run a lot of paid advertising campaigns on multiple different platforms and UTM tagging our URLs allows us to better track them in GA4. It's helpful for pulling traffic and conversion reports by source and medium. Lastly, the initial setup was quite easy since they take you step by step. Review collected by and hosted on G2.com.

I think sometimes exporting their reports is difficult. Also navigation sometimes is tricky until you learn the platform. Review collected by and hosted on G2.com.

I've been using Google Analytics for a number of years now, and I'm really comfortable using it. I find the way it integrates with the other Google package systems to be really helpful. I use it a lot for SEO, especially how it integrates really well with Google Search Console, which I think is brilliant. The integration makes it seamless for me, especially doing SEO for an enterprise-level ecommerce business. The data marries up between one Google platform and another, and this level of reliability allows me to speak with confidence during senior stakeholder meetings. Google Analytics also integrates with a number of other SEO tools like SE Ranking and Semrush, which means we can see the tangible difference session data makes to rankings, helping evaluate their commercial value and visibility. Review collected by and hosted on G2.com.

It's not easy to use initially and requires a lot of training to get on board with it. The UX is poor and building out dashboards, while giving control and autonomy, is not easy to do. GA4 is far less easy to jump into than the previous Universal Analytics, making the transition difficult and time-consuming. Review collected by and hosted on G2.com.