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Google

Google Analytics

Composite Score

8.8 /10

CX Score

9.1 /10

251 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 Customer Intelligence category

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2026 Emotional Footprint Champion

Latest Award, 2026

2025 Data Quadrant Champion

2025

1 Top Rated Capabilities

2 Top Rated Features

2025

2025 Emotional Footprint Champion

2025

Product Impact

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

87 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.

+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

7% Neutral

91% Positive

Pros

Performance Enhancing
Respectful
Reliable
Enables Productivity

Feature Ratings

Average 83

Conversion Analysis

Audience Demographics

Data Visualization

API Framework

Audience Segmentation

Anomaly Detection

Cross Channel Attribution Analysis

Real Time Workflow Automation

Metadata Management

Customer Journey Modelling

Predictive Analytics

Vendor Capability Ratings

Average 81

Business Value Created

Breadth of Features

Ease of Customization

Ease of Data Integration

Quality of Features

Ease of Implementation

Usability and Intuitiveness

Ease of IT Administration

Product Strategy and Rate of Improvement

Availability and Quality of Training

Vendor Support

Also Featured in...

Website Analytics

Score 8.9

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

Product Analytics

Score 8.9

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

Google Analytics Reviews

Lauren S.

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

Validated Review

Verified Reviewer

Submitted Nov 2023

Not as easy to use as older versions

Likeliness to Recommend

7 /10

What differentiates Google Analytics from other similar products?

Seamless integration with a range of Google products, including Google Ads, Search Console, and Data Studio. I like the comprehensive tracking and analysis of user behavior across various platforms. There are a lot of segmentation capabilities, allowing for detailed analysis of specific user groups. Its mostly user-friendly (newest version isn't as good to be honest) but customizability makes it accessible. Also like the real-time analytics, enabling businesses to quickly adapt to changes in user behavior.

What is your favorite aspect of this product?

I like most its robust and detailed data reporting capability. It provides comprehensive insights into website traffic, user behavior, and conversion metrics. This level of detail helps us understand our audience better, make informed decisions, and tailor strategies to improve user engagement and conversion rates.

What do you dislike most about this product?

GA4 moved too many things/features around and it's a lot harder to navigate and pull the data I want than it once was.

Pros

Helps Innovate
Continually Improving Product
Reliable
Performance Enhancing

Cons

Commodity Features

Cy S.

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

Validated Review

Verified Reviewer

Submitted Nov 2023

Great product once integrated

Likeliness to Recommend

8 /10

What differentiates Google Analytics from other similar products?

- Many different lenses to view performance

What is your favorite aspect of this product?

- Easily compare metrics from different windows of time

What do you dislike most about this product?

- Difficult to see revenue impact for upper funnel initiatives

What recommendations would you give to someone considering this product?

- Compare results with other attribution platforms if possible

Pros

Helps Innovate
Continually Improving Product
Reliable
Performance Enhancing

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

Google Analytics

What is Google Analytics?

Company Details

Need Assistance?

Awards & Recognition

2026 Emotional Footprint Champion

2025 Data Quadrant Champion

2025 Emotional Footprint Champion

2024 Data Quadrant Champion

2024 Emotional Footprint Champion

Google Analytics Ratings

91 Likeliness to Recommend

98 Plan to Renew

87 Satisfaction of Cost Relative to Value

1 Since last award

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.

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.

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

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

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

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.

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

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.

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 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.

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

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 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.

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.

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

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...

Website Analytics

Product Analytics

Google Analytics Reviews

Lauren S.

Not as easy to use as older versions

Likeliness to Recommend

Pros

Cons

Cy S.

Great product once integrated

Likeliness to Recommend

Pros

Michael O.

I wish it was less complicated

Likeliness to Recommend

Pros

Cons

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Feature Ratings

Conversion Analysis

Audience Demographics

Data Visualization

API Framework

Audience Segmentation

Anomaly Detection

Cross Channel Attribution Analysis

Real Time Workflow Automation

Metadata Management

Customer Journey Modelling

Predictive Analytics

Vendor Capability Ratings

Business Value Created

Breadth of Features

Ease of Customization

Ease of Data Integration

Quality of Features

Ease of Implementation

Usability and Intuitiveness

Ease of IT Administration

Product Strategy and Rate of Improvement

Availability and Quality of Training

Vendor Support