Google Analytics is the leading digital analytics service that will help you measure and, as a result, make the best decisions at critical moments.

Google Analytics helps you track social networks, blogs, and websites and allows you to analyze comprehensive details about your visitors and generate customizable reports. It provides valuable insights that can help you shape the success strategy of your business.

In today’s digital age, most businesses have an online website or an e-commerce store. Whether you own an e-commerce store or just have an informative website about your small business, whether you are a blogger or a social media marketer, it is crucial for you to learn the nature of your visitors and see whether you can accomplish your purpose with the current state of your website.

To make an educated decision about the direction of your progress, Google Analytics provides you extensive information about your visitor’s behavior patterns, like which pages of your website are visited the most and how long people stay on each page, which portions of your websites people are attracted to the most and which parts need to be altered.

Advantages of Using Google Analytics

When it comes to analyzing your website and providing you related information, Google Analytics has both pros as well as drawbacks.

It’s Free

You might have heard the saying, “There is no free lunch.” But when it comes to Google Analytics, it’s not true. Just like most of the Google products, Google Analytics is free of any cost, making it an easy and accessible tool for everyone to use. However, there is a limit to how much you can use. Google Analytics will charge you $150, 000 per year, when the number of impressions (per month) on your site exceeds 5 million. But unless you are a large corporation, it is really hard for you to reach the 5 million impressions landmark. Even if you are running a small business website or an online blog, by the time you reach this limit, $150, 000 per year won’t seem much when compared to the amount you will be earning.

Valuable Insights

Google Analytics is considered the most powerful platform to gain insights into the performance of a website. When you have the site performance reports, you can make informed judgments about the changes your site needs to reach your envisioned goal. In addition, the reports generated by Google Analytics, unlike old methods, are based on the behaviors of real customers as opposed to guesses and assumptions. This allows you to direct your efforts where they are needed and maximize the return.

Increased Visibility

Google Analytics was created with the purpose to serve as a one-stop-shop for all of the analytics related to your website. It not only lets you see the performance of your website across a range of different scales but also allows you to compare the performance of various platforms, channels, demographics and campaigns, all in one place. It has a convenient interface that neatly displays all the information in the form of tables, charts, and graphs helping you visualize the information in a way that is easy to understand.

It’s Universal

If you are not experienced enough to make utilitarian decisions with the provided information and need a third party to take a look, Google Analytics is universal enough to let you share this data with anyone, anywhere, anytime. This is especially appealing for teams where people need to collaborate with each other and business owners who work with overseas clients and agencies.

Easy Integration and Cross-Platform Availability

Another notable feature of Google Analytics is that it is not restricted to just desktop devices and can be easily integrated with other platforms and tools. It is perfectly usable on devices such as tablets and smartphones through its app on the Google Play Store. This feature is perfect for business owners who are on the street a lot and can’t always open the tool through the desktop version.

Disadvantages of Using Google Analytics

It’s Still Limited

Although Google Analytics is a free service and provides you with an ample amount of data about your website, it is still somewhat limited. For example, just like mentioned above, if your site traffic exceeds 5 million impressions per month, you will have to buy the Google Analytics 360 account which costs $150, 000 per year. The difference between the free version and the paid one is not only the number of visitors, but the Google Analytics 360 account also has a much higher data collection capacity, more product integration options as well improved report generation.

Not Entirely Independent

Google Analytics can be considered the most reliable and accurate tool out there, however, if you look at it from a technical point of view, it is just Google reporting on how Google is performing, which can’t be considered entirely independent. For example, in the Acquisition reports, if you look at organic traffic, this is simply Google telling you how well Google Search Engine did in driving the traffic to your site. Furthermore, there are a lot of tools that need independent integration for your required work.

It’s Complex

Google Analytics can be really confusing and daunting for new users, even those who have some experience with similar tools before. You need a specific period of learning time to get yourself comfortable with the complexities of Google Analytics. This can be really time-consuming and some of the small business owners might need to recruit someone experienced with Google Analytics, which might save their time but not money.


In conclusion, while Google Analytics has some drawbacks, it is a completely free compliment to any website and based on the sheer amount of information and data it provides, it’d be foolish not to use this tool.


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