Google Analytics Professional, Scientific, and Technical Services Reviews & Insights

Score7.9 out of 10

3,824 Reviews and Ratings

Community insights

TrustRadius Insights for Google Analytics are summaries of user sentiment data from TrustRadius reviews and, when necessary, third party data sources.

Pros

Customer Behavior Understanding: Users have praised the ability to understand customer behavior and preferences through web analytics, helping them optimize marketing campaigns.

Issue Identification and Fixing: Reviewers find the feature of identifying and fixing issues on websites to be highly valuable.

Integration with Google Services: Customers appreciate the seamless integration with other Google services like BigQuery and Google Ads, which provides a comprehensive analytics solution.

Custom Reports Creation: Users value the ability to create custom reports based on specific use case requirements for tailored insights.

Export Functionality: The option to export reports for custom analyses is highly valued by users for further data exploration.

Google Analytics Reviews

66 Reviews

Professional, Scientific, and Technical ServicesLaw Practice1Legal Services1Accounting2Information Technology & Services10Management Consulting1Marketing & Advertising43Market Research1Public Relations & Communications2Research2Computer & Network Security2Human Resources1

Videos

Great tool, but unfortunately it used to be better

Rating: 7 out of 10

Incentivized

March 6, 2025

Use Cases and Deployment Scope

Google Analytics was until recently our primary analytical tool. I am responsible for several products/services, and my duties also include statistics control. I was the project manager for the implementation of Google Analytics 4 in the entire organization. Google Analytics is still an irreplaceable tool, but I consider the change to be worse.

Pros

it's free
has an intuitive interface (although less intuitive than it was)
it is common (we can talk about the standard)
allows for extensive personalization of reports

Cons

In my opinion, terrible presentation of results over time. I think it was much better organized before. Now it is very difficult to get line charts, which used to show all the anomalies and dependencies in a face way. This change in Google Analytics 4 has discouraged many people in my organization from using the tool
downloading reports - sometimes it takes a long time, sometimes the files don't generate at all
it's not Google Analytics fault, but the new cookie policy and less accurate results are worrying (same as with ad blockers)

Likelihood to Recommend

It's a great tool to start with. Free and easy to implement, and it already shows a big picture regarding statistics. Unfortunately, due to changes (lack of clear line charts), we increasingly use Google Analytics as a data source, but present it elsewhere.

Verified User

Project Manager in Product Management (Legal Services company, 501-1000 employees)

Vetted Review

15 years of experience

Google Analytics 4 is worth the setup investment

Rating: 8 out of 10

Incentivized

March 6, 2025

Use Cases and Deployment Scope

I use Google Analytics to determine how website changes, landing pages, and events perform against each other, optimizing our A/B testing. I build out custom events in Google Analytics 4 to feed back to ad platforms as well, which helps us get a full picture of users, audiences, behaviors, and conversion activity.

Pros

Google Analytics provides me with the necessary data to make decisions on my landing pages testing.
I am able to push events from Google Analytics 4 to Google Ads for campaign optimization.
I can easily connect Google Analytics 4 to BigQuery to store user data long-term.

Cons

Google Analytics is hard to navigate, especially for users used to Universal Analytics.
Google Analytics needs clearer documentation on deploying events.
The live testing feature is buggy and does not always work the best way.

Likelihood to Recommend

Overall, Google Analytics can help any and all businesses with getting comfortable with how users are behaving on their site. You can pull insights into user behavior, device activity, and funnel events which should help you make informed decisions on changes to your site and where you should be putting your efforts. The platform is not ideal for CRM-level data or granular decision-making.

Connor Bolin

Associate Director of Analytics in Marketing at KlientBoost (Marketing & Advertising, 51-200 employees)

Vetted Review

10 years of experience

View profile

Google Analytics 4 - the default solution for quick results

Rating: 10 out of 10

Incentivized

March 5, 2025

Use Cases and Deployment Scope

As a Web Analytics Consultant, I use Google Analytics 4 for my client and for my own website. For my client, Google Analytics 4 is the tool most of them used since it's quite simple to implement, it's highly integrated with other Google tools such as Google Ads and BigQuery. Google Analytics 4, is well know now even if the upgrade from Google Analytics was a pretty big learning curve to overcome.

Pros

Integration with GTM to ease implementation
Integration with BigQuery to enable advanced analytics and reporting
Custom events are easy to configure

Cons

Rollback. Most of the Google Analytics 4 features are not applicable on past collected data.
Clarity around sampling used in reports and the effect on data precision.
Custom reports (Explore) and still a bit buggy and the sharing function seems incomplete.

Likelihood to Recommend

Small to medium size businesses that are keen on using the full suite of Google tools such as Google Ads, Google sheet and BigQuery. Google Analytics 4 is very well integrated with these tools and available at almost zero cost of businesses.
For larger, multinational organization, other solutions may be best suited especially to comply with local laws and data privacy.

Francois Salvert

Web Analytics and Dashboarding in Marketing at Dataligent Services Analytiques Inc. (Marketing & Advertising, 1-10 employees)

Vetted Review

15 years of experience

View profile

Google Analytics - A blessing in disguise

Rating: 10 out of 10

Incentivized

February 9, 2023

Use Cases and Deployment Scope

Google Analytics is a gem when it comes to site data reporting, traffic analysis and much more. We are currently using Google Analytics for tracking down all of our custom events (whenever we have some custom elements they need to be tracked using custom tags and triggers using tag manager). And this data is visualised using the native Looker Studio that Google provides. Not only it had helped us identified many problem areas, it had also helped us updating our sites to handle traffic better, increase throughput and lower web transaction times as well. The free version provides much functionalities that any starting team can benefit from. The premium version's analytics is profound never to say.

Pros

Detailed site data reporting and visualisation tools
Supports up to 100 properties at a time in a default account
Custom event tracking setup is effortless

Cons

All events are captured as one. If Google Analytics could segregate them without custom metric that would have been great
The new Google Analytics 4 doesn't have that much flexibility that UA provided

Likelihood to Recommend

If you have a lot of sites and need to have an overview on how they are performing and in general how much interactions are going on in your sites then Google Analytics is the best solution for this. This had also helped us with Ad revenues. Coupling Analytics with Ad Sense and seeing your site grow in terms of traffic handling and revenue generation is a boon for a lifetime

Anirban Das

Software Engineer in Engineering at Onetrust (Information Technology & Services, 1001-5000 employees)

Vetted Review

6 years of experience

Amazing tool for web analytics

Rating: 8 out of 10

Incentivized

March 29, 2022

Use Cases and Deployment Scope

It helps me to further analyze which product of our company, it also helps me a lot to understand the behavior of the users, the traffic from different channels, the acquisition on different devices and locations, it has helped us to identify which keywords we should focus on every time. we do our blogs it's important to know and recognize the benefits this tool offers live onsite analytics help you see where people are clicking on your website in real time also when a new page is launched it's important see if it is working as well as the previous page.

Pros

On-site live analytics help you see where people are clicking on your website in real time.
One of the most important features is which link users click on a site.
Help you slice and dice data based on the personality of users.

Cons

I wish the UI was less cluttered.
Many manual settings are required in this tool.

Likelihood to Recommend

Tracking cities has helped us add new locations and reach new people, it helps with SEO purposes and allows us to better serve our customers and reach their customers, it also helps us to know what they do while they browse our websites. , is simply one of the most reliable, accurate and affordable solutions for audience outreach and strategy.

Martha McNeil

Data Management Analyst in Information Technology at Workstate (Information Technology & Services, 51-200 employees)

Vetted Review

3 years of experience

View profile

Simply and Easy to Use!

Rating: 10 out of 10

Incentivized

March 28, 2022

Use Cases and Deployment Scope

Google Analytics helps me and my team track trends in traffic to our website and landing pages. It gives us a deeper dive into the behaviors of our target market and has allowed us to pivot and make changes to better serve customers. We use other BI tools alongside Google Analytics, but it is by far the truest source of information.

Pros

Track visitor behaviors on our website
Identify trends in traffic
Provides valuable reporting insight

Cons

No major concerns or rooms for improvement

Likelihood to Recommend

It is an amazing tool to help monitor website and landing page traffic. We currently use it to see where the majority of our visitors are coming from. We can then adjust ads and landing pages based on the information gathered.

Verified User

Professional in Marketing (Human Resources company, 1001-5000 employees)

Vetted Review

2 years of experience

Google Analytics review

Rating: 10 out of 10

Incentivized

August 23, 2021

Use Cases and Deployment Scope

Google Analytics was used only by my department in my previous company. My department was digital marketing. We used Google Analytics to do website analytics like, monitoring traffic by sources/medium, monitoring conversions on landing pages, etc.

Pros

Traffic analytics
Goal conversions/Landing page conversions
User Behavior Analytics

Cons

Google Analytics is for technical people, some help in creating the expressions would be helpful
Drag and drop graphs will be helpful too
User behavior analytics could be simplified

Likelihood to Recommend

A Marketing analyst or paid media analyst is the right person to use Google Analytics. An analyst needs to be technical enough to write the right expressions to fetch correct data. Suppose they are Google Analytics certified, then great. Consumers of this data will be digital marketing managers. The main use case of Google Analytics, as I see it, is web analytics. They can't be used to do campaign analytics or attribution. Though Google Analytics offers these features, I don't find them easy to set up.

Verified User

Analyst in Marketing (Computer & Network Security company, 501-1000 employees)

Vetted Review

5 years of experience

Great out of box solution for simple accounts

Rating: 8 out of 10

Incentivized

August 20, 2021

Use Cases and Deployment Scope

Google Analytics is definitely one of the top analytics software in the market for digital advertising. It has a lower barrier to entry for clients because it builds in and syncs with google ads and GSP automatically. There is a decently robust free version that a lot of advertising accounts lean on as the source of truth.

Pros

Cookie cutter features
Robust set of free tools
Auto tagging for google properties

Cons

For anything custom, it is difficult to build
Free version does not have accurate cookie reporting (only sampling)
Cookies can display up to 10% variance compared to other tags

Likelihood to Recommend

Google Analytics is really great for small to medium business with a small team. If you have a smaller, straight forward set of conversion events and/or are an ecommerce client where there is no complexity to data that is passed back, Google Analytics will work great out of the box[.]

Ellen Moon

Senior Manager in Marketing at Jellyfish (Marketing and Advertising, 1001-5000 employees)

Vetted Review

11 years of experience

View profile

Web Analytics made easy

Rating: 8 out of 10

Incentivized

August 18, 2021

Use Cases and Deployment Scope

Everybody from the company have to use Google Analytics at least once a week. Some of them should use it on a daily basis, others in real-time. Undertanding the traffic from our website and from our clients is crucial for the business.

Pros

Measure anything from your website
Reports ready to use
Dashboards with main metrics quickly

Cons

Complexity on implementing custom metrics
Some UI could be more intuitive
Exporting data could be better

Likelihood to Recommend

It is a standard in the market and every company should use it (at least the free version), even if there are other analytics tools available to complement its data and reports. All professionals should know the basics of Google Analytics and be able to get some outputs from its reports.

Rafael Grandizoli

Gerente de Operações in Product Management at MUV (Marketing & Advertising, 11-50 employees)

Vetted Review

7 years of experience

View profile

Google Analytics

Rating: 9 out of 10

Incentivized

August 2, 2021

Use Cases and Deployment Scope

My team and I try to guide and implement the end customers to answer business questions regularly to the Marketing team and sometimes IT. The typical problems between organizations are related to bringing more clients and increasing the LTV of current clients.
The business problems that Google Analytics helps us regularly are demographic and technographic knowledge of users. Also, the behavior with interactions on different products on the sites, increasing revenue up to 400% compared to previous periods. In some cases, we have managed to reduce expenses by around 25% during the campaign with optimizations on sites that allow navigators to have a better experience around them.

Pros

Simple to use. The clarity of its reports allows rapid adoption of users without knowledge of Marketing as with experts.
A large percentage of the metrics and dimensions appear only with the snippet. It is simple, either with direct code or with Google Tag Manager (recommended). If you have access to the code of your site, it is a process that you can carry out in less than an hour to know a large number of insights for the first steps, including the measurement Advanced in Universal Analytics is not that complex (possibly with GA4 this changes slightly at the event level)
Connect with your infrastructure. As well as universal analytics, google analytics 360, and now with GA4. Every version looks for a way for their tools to connecting with their ecosystem: Ads, Google BigQuery, and other services.

Cons

Connection with offline sources. Apart from making adaptations in the data sources, they also need to be handled with care because it is easy to make mistakes, and the result is not always what is expect. They need to work more like a CDP.
With GA4, many things will change, but in the Universal Analytics version, the event fields were limited. If you need detail, you had to make some adjustments around that. With the standard version, sometimes you cannot reach the next level in non-eCommerce topics with the limitations of custom dimensions.

Likelihood to Recommend

I would recommend it in the following cases:

1. If you are a small or medium company with a site used to generate a business objective, you must use it. If not, you should also use it to improve your site and achieve business objectives.

2. If you are a company adopting the digital culture, it is an excellent way to understand the concepts necessary to give a better customer experience.

Víctor Garnica

Professional Services Lead in Professional Services at Hexagon Data (Marketing and Advertising, 11-50 employees)

Vetted Review

8 years of experience

View profile

Loading Reviews List....

Video reviews

View playlist

Google Analytics

Rating: 9 out of 10

Incentivized

August 2, 2021

Use Cases and Deployment Scope

Pros

Simple to use. The clarity of its reports allows rapid adoption of users without knowledge of Marketing as with experts.
A large percentage of the metrics and dimensions appear only with the snippet. It is simple, either with direct code or with Google Tag Manager (recommended). If you have access to the code of your site, it is a process that you can carry out in less than an hour to know a large number of insights for the first steps, including the measurement Advanced in Universal Analytics is not that complex (possibly with GA4 this changes slightly at the event level)
Connect with your infrastructure. As well as universal analytics, google analytics 360, and now with GA4. Every version looks for a way for their tools to connecting with their ecosystem: Ads, Google BigQuery, and other services.

Cons

Connection with offline sources. Apart from making adaptations in the data sources, they also need to be handled with care because it is easy to make mistakes, and the result is not always what is expect. They need to work more like a CDP.
With GA4, many things will change, but in the Universal Analytics version, the event fields were limited. If you need detail, you had to make some adjustments around that. With the standard version, sometimes you cannot reach the next level in non-eCommerce topics with the limitations of custom dimensions.

Likelihood to Recommend

I would recommend it in the following cases:

1. If you are a small or medium company with a site used to generate a business objective, you must use it. If not, you should also use it to improve your site and achieve business objectives.

2. If you are a company adopting the digital culture, it is an excellent way to understand the concepts necessary to give a better customer experience.

Víctor Garnica

Professional Services Lead in Professional Services at Hexagon Data (Marketing and Advertising, 11-50 employees)

Vetted Review

8 years of experience

View profile