Google Analytics is great for tracking website traffic and understanding user behavior in real time. I especially like the ability to see traffic sources, set up custom goals/conversions, and build audience segments. The integration with Google Ads and Search Console makes it easy to connect marketing efforts directly to results, and the free tier is powerful enough for most small to mid sized businesses Review collected by and hosted on G2.com.

The learning curve can be steep for beginners, especially with GA4's event based model, which feels less intuitive than the old Universal Analytics setup. Data sampling on high-traffic properties can affect accuracy, and there's often a reporting delay before data fully processes. Customizing reports and dashboards also requires more technical know how than it should, and customer support can be slow to respond for non enterprise accounts Review collected by and hosted on G2.com.