GA has a freemium pricing model wherein you get a lot of functionalities in the FREE version, which is what a majority of smaller organizations or start-ups want. It's a go to tool for all the new products and mostly the first analytics tool to be integrated in their product. - Wide array of system reports: GA makes it easy for its user to track and analyze their users by providing access to a lot of system reports like audience demographics, acquisition reports, behavior reports like pages visited, bounce rate, time on site, etc. These reports have been helping us to do a primary analysis of the users and their behavior on the website. - Easy initial integration with detailed one for event tracking: For retrieving primary user data points like what pages user visits, time spent, bounce rate, unmarked acquisition channels, etc, GA provides a very easy integration which is to simply put the GA pixel or script on every page of the website. This can be done by both GTM or by manually placing it in the code. - Google ecosystem: GA is part of the Google ecosystem, which makes its integration with other Google products seamless. The best use cases for us are creating and exporting audiences to Ad Manager and integrating Google Optimize (AB test tool we use) with GA for detailed insights on the AB test experiments. Review collected by and hosted on G2.com.

Features to improve: - First and foremost is the speed of data extraction, which needs to be improved a lot. GA takes a lot of time to pull out data, even on system reports. Now, this becomes really critical when we are analyzing a data set or trying to troubleshoot a problem. This breaks the momentum and sometimes is frustrating. - Custom reports to be made easy: In custom reports, we have to first create the structure of the report, save it, and then only we can if the report fetches any data or not. This needs to be improved so that reports can be validated right there and then. - Lack of core implementation for publishing and lead-gen websites: The way GA provides e-commerce integration, lags in providing an implementation for lead-gen websites as their use case, many-a-times, is more than a simple lead, but there are various types and qualities & qualifications of leads. Review collected by and hosted on G2.com.