Google Analytics is a web analytics service offered by Google that tracks and reports website traffic, currently as a platform inside the Google Marketing Platform brand. As of 2019, Google Analytics is the most widely used web analytics service on the web.
Measure what matters to you
Understand what works by measuring traffic sources, interactions with your content, and more. Create custom website goals that matter most to your business, such as signups or e-commerce purchases. See the impact of your digital marketing on your bottom line by measuring revenue, return on investment (ROI) and return on ad spend (ROAS).
Build a complete picture
Get insights only Google can give. Tap into aggregated audience demographics like age, gender and country. Compare results by channel, like Search or YouTube, to see which marketing channels perform best. Understand the broader customer journey across devices (e.g. mobile and desktop), and make more informed decisions.
Data updated: July 2021
Pricing
Pricing: freemium
Pricing model: freemium
Free / trial option: yes
Company
Vendor: Google LLC
Founded: 1998
Origin: USA
License: licensed
Website: analytics.google.com
Training
Documentation
Live / Online
In person
Score
Current product score: 9.1
Sales
Key Features
| Campaign Management | Yes | |
| Conversion Tracking | Yes | |
| Form Analytics | No | Can't be done without tracking events |
| Goal Tracking | Yes | |
| Keyword Tracking | Yes | |
| Multiple Site Management | Yes | |
| Pageview Tracking | Yes | |
| Referral Source Tracking | Yes | |
| Site Search Tracking | No/Limited | |
| Time on Site Tracking | Yes | |
| Ecommerce Tracking | Yes | |
| User Interaction Tracking | Yes | |
| A/B Testing | Yes | |
| Channel Attribution | Yes | |
| Customer Journey Mapping | No / Limited | |
| Dashboard | Yes | |
| Performance Metrics | Yes | |
| ROI Tracking | Yes | |
| Social Media Metrics | Yes | |
| Heatmaps | No | |
| Funnel Analysis | Yes | |
| Multi Attribution | Yes | |
| No data sampling / 100% tracked | No | |
| Dimensions | Yes | |
| Split Testing | Yes | |
| Statistical Relevance Analysis | No | |
| Test Scheduling | No | |
| Key Performance Indicators | Yes | |
| Visual Analytics | Yes | |
| First-party cookies by default | Yes | |
| Media performance | No | |
| API | Yes | |
| Client ID | No | |
| Real time | No | |
| Unlimited scale | No | |
| Individual level intelligence | No | |
| Accuracy | Med | No reliable visitor data, sampling |
| Cross-channel insights | No | |
| Segments |
Privacy and security
| 100% Data Ownership | No | |
| Data anonymisation techniques | Limited | |
| Delete visitor data when requested | No | |
| IP anonymization | Yes | |
| Respect DoNotTrack setting | No | |
| Disable of Visits Log and Visitor Profile | No | |
| Data is stored in the EU (cloud) | No | |
| GDPR compliant (EU) | No | |
| PECR compliant (EU) | No | |
| CNIL compliant (France) | No |
Strenghts / Weaknesses
| Strenghts | Weaknesses |
| Free | Data center located in USA |
| No ownership of data | |
| No 100% data tracked accurately | |
| No compliance with GDPR |
Screenshots gallery
Product tour
Overview of Google Analytics data collection
The Analytics account structure
Navigating the full Audience report
Introduction to dashboards and shortcuts GA
Audience reports overview
