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.

I use Google Analytics to track all of our web traffic, both organically and sponsored, which allows me to monitor and gauge the lifespan of my promotions on my website and assess how my sales funnel is performing. It helps me be proactive, not reactive. It takes the guesswork out of looking for our relevant audience and helps with evaluating and implementing keyword iterations where needed. I like the dashboards' functionality and ability to customize, and the integration of AI tools is a huge plus. The AI keyword and ad generators save me a ton of time writing ads that gain traction. I also enjoy being able to monitor everything from my mobile device, which allows me to be agile with my marketing decisions. The Ad Generators save me time and help me be more productive rather than editing and rewriting ad after ad. The initial setup was pretty easy. Review collected by and hosted on G2.com.

I don't love that it is constantly pushing for automating everything, which often results in an increased spend without good reasoning behind it. I'm specifically looking at the recommendations, which feels like a constant upsell. Review collected by and hosted on G2.com.

I love Google Analytics and Google Search Console. They help me earn and retain clients as a freelancer as I am able to check site statistics, study user behavior, understand retention patterns, identify any dead clicks, rage clicks etc Review collected by and hosted on G2.com.

Unlike Google Search Console, Google Analytics is not at all user friendly nor easy to navigate. One needs to go through tutorials, youtube videos, guides to perform operations, set up reports, etc. At times, data can be skewed, incomplete or be different from the data on search tools Review collected by and hosted on G2.com.

Honestly, what I like most about Google Analytics is its ability to transform a huge amount of data into truly actionable insights. We don't just look at numbers but understand user behavior, where they come from, what they view, and when they leave the site. I also appreciate its flexibility. You can use it quite simply to get an overview, but also delve deeply into user journey analysis and conversions. It's a tool that evolves with your level. It might seem a bit intimidating at first, but once you get the hang of it, it becomes really powerful and interesting to use. Review collected by and hosted on G2.com.

What I like less is clearly the initial handling. The interface can be quite confusing, especially with recent versions like GA4, where one can quickly feel lost among the reports, events, and the logic that is less intuitive than before. There's also the fact that some data is less "straightforward" than one might hope. For example, between privacy issues, user consent, and changes on the browser side, we don't always have a 100% complete or reliable view. Review collected by and hosted on G2.com.

Google Analytics offers clear, detailed insights into website traffic and user behavior. It makes it easier for me to measure performance and refine marketing efforts based on what the data shows. Review collected by and hosted on G2.com.

Google Analytics has a steep learning curve for new users. The GA4 interface can feel complex and less intuitive than previous versions, making it difficult to find certain reports quickly. Setting up custom events, conversions, and advanced tracking often requires technical knowledge, and the abundance of data can be overwhelming for smaller teams Review collected by and hosted on G2.com.