Google

Google Analytics

Composite Score

8.8 /10

CX Score

9.1 /10

198 Reviews Write a Review

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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.

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Awards & Recognition

Google Analytics won the following awards in the Customer Intelligence category

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2025 Emotional Footprint Champion

Latest Award, 2025

Product Impact

Latest Award, 2025

2024 Data Quadrant Champion

2024

0 Top Rated Capabilities

1 Top Rated Features

2024

2024 Emotional Footprint Champion

2024

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.

91 Likeliness to Recommend

98 Plan to Renew

1
Since last award

86 Satisfaction of Cost Relative to Value

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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.

+90 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

8% Neutral

90% Positive

Pros

Enables Productivity
Respectful
Performance Enhancing
Trustworthy

Feature Ratings

Average 82

Conversion Analysis

Audience Demographics

Data Visualization

Audience Segmentation

API Framework

Cross Channel Attribution Analysis

Customer Journey Modelling

Predictive Analytics

Anomaly Detection

Metadata Management

Real Time Workflow Automation

Vendor Capability Ratings

Average 81

Business Value Created

Ease of Data Integration

Breadth of Features

Ease of Implementation

Ease of IT Administration

Ease of Customization

Quality of Features

Product Strategy and Rate of Improvement

Usability and Intuitiveness

Availability and Quality of Training

Vendor Support

Also Featured in...

Product Analytics

Score 9.0

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

Website Analytics

Score 8.9

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

Google Analytics Reviews

Michael O.

Role: Information Technology
Industry: Retail
Involvement: End User of Application

Validated Review

Verified Reviewer

Submitted Nov 2023

I wish it was less complicated

Likeliness to Recommend

5 /10

What differentiates Google Analytics from other similar products?

Absolutely terrible interface

What is your favorite aspect of this product?

I wish you didn’t update to ga4

What do you dislike most about this product?

Complexity of it

What recommendations would you give to someone considering this product?

Trying FullStory

Pros

Helps Innovate
Continually Improving Product
Inspires Innovation
Includes Product Enhancements

Cons

Vendor's Interest First
Less Transparent
Vendor Friendly Policies

Sam Z.

Role: Sales Marketing
Industry: Retail
Involvement: Business Leader or Manager

Validated Review

Verified Reviewer

Submitted Nov 2023

Disappointed with the updates in GA4

Likeliness to Recommend

6 /10

What differentiates Google Analytics from other similar products?

Integration with other Google products / accessibility/ cost

What is your favorite aspect of this product?

Intuitive ux

What do you dislike most about this product?

No more real time data in GA4

What recommendations would you give to someone considering this product?

You will likely need a backup solution to Google / I don’t trust it anymore

Pros

Helps Innovate
Performance Enhancing
Enables Productivity
Inspires Innovation

Cons

Commodity Features
Less Effective Service
Less Caring

Christopher J.

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

Validated Review

Verified Reviewer

Submitted Nov 2023

The standard bearer for audience analytics

Likeliness to Recommend

10 /10

What differentiates Google Analytics from other similar products?

While there are other products on the market that can simulate what Google Analytics can do, but GA really provides a very direct view of your websites performance analytics. It can provide a very quick view of performance over almost any length of time, broken down by channel, audience demographic or even what pages were visited. Most of these can be visualised with a graph that's great for screen grabbing and adding to presentations.

What is your favorite aspect of this product?

I really like how much Google Analytics can drill down into audience behaviour, and show which landing pages on my website are attracting traffic as well as how much of that traffic actually converts. This makes it very easy to see what part of my user journey needs improvement.

What do you dislike most about this product?

Since the change to GA4, I have not enjoyed the product as much. The layout has changed to a less intuitive one and I miss being able to see my websites performance through multiple channels at once.

What recommendations would you give to someone considering this product?

I would definitely recommend using the training videos provided, they are helpful and quite clear, providing a very good introduction to even some of the more in depth features of Google Analytics

Pros

Performance Enhancing
Enables Productivity
Unique Features
Security Protects

Cons

Slower Product Innovation
Vendor Friendly Policies
Vendor's Interest First

Google Analytics

What is Google Analytics?

Company Details

Need Assistance?

Awards & Recognition

2025 Emotional Footprint Champion

2024 Data Quadrant Champion

2024 Emotional Footprint Champion

Google Analytics Ratings

91 Likeliness to Recommend

98 Plan to Renew

1 Since last award

86 Satisfaction of Cost Relative to Value

Emotional Footprint Overview

+90 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

Conversion Analysis Capture and analyze conversion data and conversion paths from multiple channels.

Audience Demographics Capture, analyze and display demographic data from customer interaction channels.

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

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

API Framework The platform provides the ability to move data to and from the solution and other customer interaction applications (i.e. CRM) with ease.

Cross Channel Attribution Analysis The ability to estimate and report on conversion contributions to revenue.

Customer Journey Modelling Model and display customer behaviors or journeys through multiple channels (web, e-mail, social).

Predictive Analytics The ability to make predictions about audience behavior based on historical data and machine learning.

Anomaly Detection The ability to identify and classify anomalous patterns in customer or transactional datasets.

Metadata Management Easily manage metadata associated with customer data or audience segments.

Real Time Workflow Automation The ability to create rules-based workflows and trigger certain actions (i.e. re-marketing) based on audience segments or behavioural cues.

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.

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

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.

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.

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.

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.

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.

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.

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

Website Analytics

Google Analytics Reviews

Michael O.

I wish it was less complicated

Likeliness to Recommend

Pros

Cons

Sam Z.

Disappointed with the updates in GA4

Likeliness to Recommend

Pros

Cons

Christopher J.

The standard bearer for audience analytics

Likeliness to Recommend

Pros

Cons

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Feature Ratings

Conversion Analysis

Audience Demographics

Data Visualization

Audience Segmentation

API Framework

Cross Channel Attribution Analysis

Customer Journey Modelling

Predictive Analytics

Anomaly Detection

Metadata Management

Real Time Workflow Automation

Vendor Capability Ratings

Business Value Created

Ease of Data Integration

Breadth of Features

Ease of Implementation

Ease of IT Administration

Ease of Customization

Quality of Features

Product Strategy and Rate of Improvement

Usability and Intuitiveness

Availability and Quality of Training

Vendor Support