Google Analytics Review: Features, Pricing & Use Cases

What it does

Google Analytics gives businesses tools, free of charge, to understand the customer journey and improve marketing ROI. It applies Google's machine learning models to predict future actions people may take, like making a purchase or churning, and automatically surfaces insights such as important changes and new trends. It integrates with other Google products, seeing Ads data together with website and app performance data in the Google Ads reports in Analytics. Analytics 360 is tailored for the unique measurement needs of large enterprises with advanced customization, scalable tools, and enterprise-level support.

Key features

• Predictive Capabilities Uses Google's machine learning to predict future customer actions such as purchasing or churning, so audiences can be built around those predictions.
• Proactive Insights Automatically detects and surfaces actionable insights from data, such as important changes and new trends.
• Real-Time Reporting Lets users monitor site or app activity as it happens.
• Free-Form Exploration Lets users drag and drop segments, dimensions and metrics onto a canvas for ad-hoc, custom data analysis.
• Data-Driven Attribution Uses machine learning to estimate how much credit each marketing touchpoint deserves along the conversion path.
• Google BigQuery Export Exports Analytics data to Google BigQuery for large-scale, cross-dataset analysis.
• Google Ads Integration Shows Google Ads data together with website and app performance data, and lets conversions and audiences move between the two products.
• Enhanced Limits (Analytics 360) Raises the limits on custom dimensions, audiences and conversion types for Analytics 360 customers.

What marketers use it for

• Understanding how customers move across a company's sites and apps over their full lifecycle.
• Analyzing ecommerce purchase activity, including transactions and average revenue per user.
• Evaluating which marketing channels and touchpoints drive conversions.
• Large enterprises getting dedicated, scalable measurement with enterprise-level support.

Pricing plans

• Google Analytics Free Standard Google Analytics is free of charge
• Analytics 360 Not listed No public price is shown; the site directs enterprise buyers to talk to sales.

Capabilities and integrations