Back to the stack

Google Analytics

Google Analytics is one of Google’s many internet products, but is easily a top choice for eCommerce teams of all sizes. As the most widely used web analytics tool, their approach is to show high-level, dashboard-type data for the casual user, and more in-depth data further into the report set for heavier users. Their eCommerce reporting that connects to store platform results even further elevates its offering.

Date Founded = 1998

Total Funding = $36M (Became a publicly traded company in 2004: GOOG)

HQ = San Francisco, California

Total Employees = 100,000+


Return on Investment: 9/10

Ease of Use: 8.9/10

Features: 8.1/10

Support: 9.1/10

Scalability: 8.1/10

Reason for Our Rating

Google hit another home run by being one of the first to offer a cheap approachable analytics tool to the masses. The close ties it has to the rest of their G Suite and search engine eliminate so many hassles that the market takes for granted. Implementing Google Analytics will be one of your greatest allies in your eCommerce journey to find new customer increase conversion rates.

There is a hurdle with any analytics platform, and Google Analytics needs some customization at mass scale. But understanding key metrics of your site and visitors is absolutely crucial to scaling your eCommerce business. And there is no better option than Google Analytics to address your analytics concerns.

The Good

Another Google Winner Google is Google. Their Analytics feature is originally free, easy to set up, and connected to almost everything on the web.

Entire Spectrum The dashboard can be customized in order to put emphasis on your key metrics, which can satisfy a wide range of eCommerce users.

Google Guidance The Google team provides free services that train users in every aspect of Google Analytics, and how it interacts with its many integrations.

The Bad

Too Raw of Data An area of concern is digesting the vast report outputs, leaving teams with raw uncolorful data rather than insight.

Advanced Auto-Tracking Out-of-the-box the platform can only auto-track pageviews unless using custom instrumentation to gather other interactions.

Anonymous Funnels Google Analytics tracking of individual user actions is still basic other than having an ID attached to each user in report filters.


Templates with Google Analytics