Google Analytics

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.

• Since the basic implementation of Google Analytics 4 is free and only require a couple of hours, it's quickly providing value.
• When running Google Ads, Google Analytics 4 provides great ad measurements and conversion reports to understand ROI on ad spent.
• With GDPR and other privacy laws, Google is not enforcing data privacy information into Google Analytics 4 and all Google marketing tools making it simple for smaller businesses to comply with such laws.

Adobe Analytics, Coremetrics / IBM Digital Analytics (discontinued) and Mixpanel

Google BigQuery, Databricks Data Intelligence Platform, Google Ads

I analyze the website's performance and user flows for events and program sales. Google Analytics helps me detect the best channels to advertise our services and create a promotional strategy. Also, I work a lot with the website user experience, and Google Analytics is very helpful for understanding how users react to different types of content, and do they understand descriptions and instructions.

• It helps to speed up some decisions, because the information is always updated
• It helps with ROI, because we analyse campaigns and make improvements on the go
• It helps make plans and forecasts because there are a lot of history of previous campaigns

Wix

Miro, Looker Studio, Wix, Sender, SurveyMonkey, Google Forms

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.

• We have been able to scale client monthly spend by feeding Google Ads conversion data from Google Analytics 4.
• We have launched specific audience campaigns for retargeting in Google Ads, based on Google Analytics 4 data.
• We have been able to track micro conversion activity for behavior insights.

Google Tag Manager, Stape

In my organisation, we use Google Analytics to monitor user traffic and how well our pages are performing. We often use this information as a means to outline projects to improve user experience on certain webpages or make the case to remove pages entirely. It also allows us to provide updates to certain stakeholders about their content and work with them to improve their sections.

• It has made it easier to back up business decisions
• It has built better relationships with editors
• It has allowed us to better monitor new sections and improve accordingly

Hotjar, Microsoft 365, Adobe Acrobat

Report, review, and analyze business, customer, and telemetry data from both HW and Software products. It is useful to visualize data but also to extract the information and work it on other applications like sheets or Excel. As a business analyst it is helpful and it is very easy to share information.

• More data available
• Experienced teams
• Tracking business objectives

ThoughtSpot and Microsoft Power BI

Microsoft Excel, Microsoft Power BI, Google Sheets