Google Analytics 360

Google Analytics can easily handle huge data loads with accuracy, which improves our enterprises daily basis data-driven marketing decision by looking out on deep insights. Analytics 360 offers a unified system with smart integrations with BigQuery, Google Ads, Amazon Ads and Meta Ads.

If you are a BigQuery user, you will have a much better experience of Google Analytics 360 and may find some efficiencies there. I also do appreciate that, after a rocky start Google has made a variety of improvements to Google Analytics 360 since launching GA4, including making it easier and more straightforward to apply filters to your data views. And while it's a pain to have to create custom reports to replicate many of the views I had prior to the GA4 rollout, I will say that the custom report builder interface in the GA4 version of Google Analytics 360 is much better than the old version. The custom report builder offers much greater flexibility in terms of pairing metrics and dimensions, report visualizations and report drill-downs.

Unsampled data, integration with BigQuery, and customizable reports. It really helps with data-driven decisions.

It integrates smoothly within Googles environment, but connections to non-Google platforms (SAP ERP, Microsoft Dynamics 360, Workday HCM and third-party BI Suites require additional configuration or third-party connectors with IT specialists.

The overall experience with Google Analytics 360 post-GA4 rollout has been so poor that it's hard to know where to start. The emphasis on curating default reports based on your site's goal is one thing that I hate and have had clients really struggle with. The goals recommended by GA360 and resulting list of reports are often too limited. The transition from segments in pre-GA4 Google Analytics 360 to audiences in post-GA4 is absolutely terrible for digital marketers. With a limit of only 50 audiences that you can create, I am far less able to examine specific traffic and customer subsets than I used to be which creates significant challenges in campaign analysis and targeting. The expanded definition of event (every site interaction is an event now) has also created challenges in understanding customer behavior by requiring much more customization and heavy use of custom dimensions which is a very time consuming manual process.

Complexity with setup, it's not plug-n-play. High cost. It seems overwhelming at first. Learning curve can lead to misinterpretation of data at first time.