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Google Analytics User Survey — Initial Results

Highlights from Our 2017 Google Analytics User Survey

We launched a 2017 Google Analytics User Survey back in early February and have received many interesting responses to date from GA users around the world. We are leaving the survey open and encourage all Google Analytics users to take it.

View the full summary results to date here

Google Analytics User Survey - Results Snapshot

This is a snapshot of just a few of the Google Analytics user survey questions and answers.
Click on the image to view full results to date.

A Few Observations (So Far)

  • Not surprisingly, most respondents are using the free version of GA. Some are using both the free and paid (enterprise) versions.
  • We have a good mix so far of corporate marketer and agency-side responses. Also a very balanced mix of B2B and B2C marketers.
  • The respondents to date seem to be fairly advanced users of GA. Many give themselves a score of 8 to 10 (out of 10 max) in terms of Google Analytics expertise. And most respondents use GA daily or many times per week.
  • Age of respondents is pretty evenly spread in the range of 26 to 55 years old.
  • Improving lead generation and user engagement are their main drivers for using GA.
  • Over 75% of respondents also use Google Tag Manager, and about half use Google Data Studio for reporting.
  • Respondents to date are centered on measuring corporate and personal websites. A few also use Firebase Analytics for mobile app metrics.
  • Most still do not use a formalized, documented Measurement Plan as a guide for their analytics work.
  • Most are aware of referral spam and similar GA data integrity issues, but less than half filter out spam proactively before it gets into their GA data set.
  • Fewer respondents report using e-commerce tracking, custom dimensions and metrics, and remarketing features.
  • Many are using other analytics tools in addition to GA, including Adobe, Moz, Kissmetrics, and several other tools.

Interesting Qualitative Comments

The survey includes a number of qualitative questions near the end. There are interesting responses here regarding primary reasons for using GA (besides the fact that the main version is completely free), what is most confusing or difficult about using Google Analytics, GA’s primary weaknesses, and new feature ideas.

Add Your Voice Too!

The survey remains open for further inputs. If you use GA at any level, from beginner to expert, please take a few minutes to submit your answers here.