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Google

Google Analytics

Composite Score

8.9 /10

CX Score

9.2 /10

929 Reviews Write a Review

Claim Software

What is Google Analytics?

Google Analytics is a platform that collects data from your websites and apps to create reports that provide insights into your business. It is the go-to platform for millions of website and app owners seeking to gain a deeper understanding of their website and app performance. With Google Analytics, you can fine-tune your digital strategy, optimize your campaigns, and take your online presence to new heights, and get a complete understanding of your customers across devices and platforms. Google Analytics gives you the tools, free of charge, to understand the customer journey and improve marketing ROI.

Company Details

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Awards & Recognition

Google Analytics won the following awards in the Website Analytics category

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2025 Data Quadrant Champion

Latest Award, 2025

4 Top Rated Capabilities

7 Top Rated Features

Latest Award, 2025

2024 Emotional Footprint Champion

2024

2024 Data Quadrant Champion

2024

3 Top Rated Capabilities

6 Top Rated Features

2024

2023 Emotional Footprint Champion

2023

Strategy and Innovation
Product Impact

2023

2023 Data Quadrant Champion

2023

7 Top Rated Capabilities

10 Top Rated Features

2023

Google Analytics Ratings

Real user data aggregated to summarize the product performance and customer experience.
Download the entire Product Scorecard to access more information on Google Analytics.

Product scores listed below represent current data. This may be different from data contained in reports and awards, which express data as of their publication date.

90 Likeliness to Recommend

98 Plan to Renew

1
Since last award

89 Satisfaction of Cost Relative to Value

1
Since last award

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Emotional Footprint Overview

Product scores listed below represent current data. This may be different from data contained in reports and awards, which express data as of their publication date.

+92 Net Emotional Footprint

The emotional sentiment held by end users of the software based on their experience with the vendor. Responses are captured on an eight-point scale.

How much do users love Google Analytics?

2% Negative

4% Neutral

94% Positive

Pros

Reliable
Performance Enhancing
Enables Productivity
Helps Innovate

Feature Ratings

Average 85

Audience Segmentation

Conversion Analysis

Audience Demographics

Device and Browser Analytics

Paid Search Integration

Search Engine Optimization

Customer Value Analysis

Data Visualization

Social Media Analytics

Customer Journey Modelling

API Framework

Vendor Capability Ratings

Average 83

Business Value Created

Breadth of Features

Ease of Implementation

Quality of Features

Ease of Data Integration

Product Strategy and Rate of Improvement

Ease of IT Administration

Ease of Customization

Availability and Quality of Training

Usability and Intuitiveness

Vendor Support

Also Featured in...

Product Analytics

Score 9.0

View Google Analytics in this category (opens in a new tab)

Customer Intelligence

Score 8.8

View Google Analytics in this category (opens in a new tab)

Google Analytics Reviews

Allison C.

Role: C-Level
Industry: Consulting
Involvement: End User of Application

Validated Review

Verified Reviewer

Submitted Aug 2021

Best Analytics Software Available

Likeliness to Recommend

10 /10

What differentiates Google Analytics from other similar products?

GA has been around longer than most software and its' free for most businesses so it's an easy option.

What is your favorite aspect of this product?

I love how much you can track with GA. You can customize URLs and setup specific campaign tracking as well as integrate with other systems such as ads platforms and social media. It's great for understanding how people find and use your website.

What do you dislike most about this product?

The data is a bit overwhelming and not always easy to understand. GA is getting better at providing insights but ultimately human intervention is still best so it's not a perfect science. The multi channel attribution modeling is interesting, but also challenging to understand.

What recommendations would you give to someone considering this product?

You really don't need any other analytics software than GA. Set it up and do the tutorials online, and invest in a more advanced training from a reputable company so you know how to get the most out of it.

Pros

Helps Innovate
Continually Improving Product
Unique Features
Security Protects

Saad Zafar S.

Role: Operations
Industry: Transportation
Involvement: End User of Application

Validated Review

Verified Reviewer

Submitted Jul 2021

A Solid Software for Analytics

Likeliness to Recommend

7 /10

What differentiates Google Analytics from other similar products?

They are providing anonymized traffic data, instead of event-based tracking model designed to track specific actions users take within a product.

What is your favorite aspect of this product?

I love the aspect of Conversion tracking and keywords referrals.

What do you dislike most about this product?

The unwanted information along with the fact Google cannot track everything that happens on a web site so any numbers shown on reports should be treated as approximations.

What recommendations would you give to someone considering this product?

They can definitely consider a switch if they can coming from Adobe Analytics!

Pros

Enables Productivity
Includes Product Enhancements
Performance Enhancing
Unique Features

Todd B.

Role: Sales Marketing
Industry: Education
Involvement: End User of Application

Validated Review

Verified Reviewer

Submitted Aug 2021

Great tool to track analytics

Likeliness to Recommend

10 /10

What differentiates Google Analytics from other similar products?

Of course, Google knows it's stuff. They are one of the best companies for obvious reasons. They make a great product that allows to track your analytics for your website, social media and ads all in one. Great tool!

What is your favorite aspect of this product?

Love the ability to dig deep into users on our website and who they are and what brought them there.

What do you dislike most about this product?

Sometimes it can be hard to research certain topics or data in Google Analytics, so it is a matter of researching and trying to figure it out when a lot of times it could have been a simple button to click. Can be confusing for the non-tech people using this.

What recommendations would you give to someone considering this product?

Definitely a tool any marketing/content person needs in their bag!

Pros

Helps Innovate
Continually Improving Product
Reliable
Enables Productivity

Google Analytics

What is Google Analytics?

Company Details

Need Assistance?

Awards & Recognition

2025 Data Quadrant Champion

2024 Emotional Footprint Champion

2024 Data Quadrant Champion

2023 Emotional Footprint Champion

2023 Data Quadrant Champion

Google Analytics Ratings

90 Likeliness to Recommend

98 Plan to Renew

1 Since last award

89 Satisfaction of Cost Relative to Value

1 Since last award

Emotional Footprint Overview

+92 Net Emotional Footprint

How much do users love Google Analytics?

Pros

Feature Ratings Average rating of all product features, some of which may not be shown below

Audience Segmentation The ability to create and analyze discrete customer audience segments based on user-defined criteria or variables.

Conversion Analysis The ability to capture and analyze conversion (transaction) data and conversion paths from the web or associated channels.

Audience Demographics The ability to capture, analyze and display customer demographic/firmographic data from different channels.

Device and Browser Analytics Capture and summarize device and browser information.

Paid Search Integration Integrates with popular search advertising services (i.e. AdWords) and can make predictive recommendations around areas like keywords.

Search Engine Optimization Provides targeted recommendations for improving and optimizing a page for organic search rankings (i.e. via A/B testing or multivariate testing).

Customer Value Analysis Predicts customer lifetime value based on past conversions.

Data Visualization Visualize customer data in configurable dashboards or reports, and easily share these visualizations with decision makers.

Social Media Analytics Captures information on social signals from popular services (Twitter, Facebook, LinkedIn etc.).

Customer Journey Modelling The ability to effectively model and display customer behaviors or journeys through multiple channels and touchpoints.

API Framework Move data to and from the platform and other customer interaction applications (i.e. Marketing Automation) with ease.

Vendor Capability Ratings Average rating of all vendor capabilities, some of which may not be shown below

Business Value Created Software needs to create value for employees, customers, partners, and, ultimately, shareholders. This data expresses user satisfaction - or lack thereof - with the product's business value.

Breadth of Features Users prefer feature rich software that enables them to perform diverse series of tasks. This data expresses user satisfaction with the product's breadth of features.

Ease of Implementation Successfully implementing new software is necessary to realize its full value and promote end user adoption. This data indicates whether or not the product is easy to implement.

Quality of Features Feature quality is just as important as quantity. Use this data to determine if this product will do what you're purchasing it to do, easily, intuitively, reliably, and effectively.

Ease of Data Integration Use this data to determine whether the product will cause headaches or make data integration easy.

Product Strategy and Rate of Improvement Vendors who don't stay on top of emerging needs and trends won't enable you to meet your business goals. Use this data to separate innovators from imposters.

Ease of IT Administration This data indicates whether IT personnel will be able to resolve issues and perform configurations efficiently and effectively.

Ease of Customization Don't get bogged down in a difficult customization; use this data to make sure you can easily achieve the functionality you need for your particular situation.

Availability and Quality of Training Effective and readily available training enables users to get the most out of the software you've chosen. Use this section to make sure your vendor's training programs and materials measure up.

Usability and Intuitiveness End user learning curves cost the organization money. Pay attention to your end users' technical ability to determine how important UX is in your purchase.

Vendor Support The importance of vendor support will vary for each organization depending on internal capabilities, but there will always be issues that only the vendor can resolve.

Also Featured in...

Product Analytics

Customer Intelligence

Google Analytics Reviews

Allison C.

Best Analytics Software Available

Likeliness to Recommend

Pros

Saad Zafar S.

A Solid Software for Analytics

Likeliness to Recommend

Pros

Todd B.

Great tool to track analytics

Likeliness to Recommend

Pros

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Feature Ratings

Audience Segmentation

Conversion Analysis

Audience Demographics

Device and Browser Analytics

Paid Search Integration

Search Engine Optimization

Customer Value Analysis

Data Visualization

Social Media Analytics

Customer Journey Modelling

API Framework

Vendor Capability Ratings

Business Value Created

Breadth of Features

Ease of Implementation

Quality of Features

Ease of Data Integration

Product Strategy and Rate of Improvement

Ease of IT Administration

Ease of Customization

Availability and Quality of Training

Usability and Intuitiveness

Vendor Support