Google Analytics is the market-leading analytics platform and it meets the needs of most of our clients.
However, some of our larger clients need an enterprise-level solution that meets their more complex needs. These are companies generating significant revenues from marketing, often in multiple countries or via multiple brands.
For these more sophisticated marketers the Google Analytics 360 Suite is increasingly the solution of choice. The Google Analytics 360 Suite offers a powerful and integrated analytics solution that is used by many of the world’s biggest enterprises.
For companies looking to upgrade, the great news is that the migration path from Google Analytics to Google Analytics 360 is straightforward: you continue to use the same tracking code, the same familiar interface and the same reports that you’ve already created. But you have access to all the other benefits of 360, making for a seamless transition.
As one of a select few official Google Analytics 360 Sales Partners, we are often asked whether or not we would recommend upgrading to Analytics 360. Whilst the answer varies depending on our client’s marketing goals, from our experience these are the top five reasons to upgrade.
1. Hit volume
The first and arguably most compelling reason to upgrade is related to the volume of data you are sending to the Analytics platform every month.
Google’s terms and conditions stipulate a maximum of 10 million hits per month, per property (website), on the free version of Analytics. Above this limit and you are technically in breach of these terms.
With Google Analytics 360, monthly hit limits are increased to 2 billion hits per property.
(Note that a ‘hit’ is a recorded event, for example, a page view, custom event, or a transaction.)
Although you won’t lose access to Analytics immediately if you exceed the 10 million hit limit, it’s possible that not all your data will be processed, and in the worst case, you won’t be able to access your reports. See this page on Google’s website for more information.
If you’re not sure how many hits per month your website is generating, you can see a summary in the Admin section of the Analytics interface under your Property, as shown below.
If you find you’re getting close to or already over 10 million hits, it is a sign that you’re ready to upgrade.
2. Enhanced functionality
Increased data freshness
More hits means capturing more data, much more data than the free version allows. If you’re making decisions on your marketing spend daily, getting access to fresh data is crucial.
Standard Google Analytics can take up to two days to process all your hit data and make it available to you, whereas with Google Analytics 360, all that data is guaranteed to be available within four hours.
Greater data accuracy
In standard Google Analytics, a report containing 500,000 sessions within its date range will be sampled, whereas Google Analytics 360 increases the maximum report sessions to at least 25 million.
Again, this will increase the accuracy of your reports, and ensure you’re making decisions based on all your data, not just a sample.
More custom metrics
Google Analytics 360 allows many more custom dimensions and metrics in comparison to standard Google Analytics. This allows you to capture, analyse and act upon additional information.
These custom fields can be used to capture information about sessions, users, products or individual hits on your website. For example, you could capture CRM data about users, such as their gender, age group or order history.
On products, you could include the cost price to perform analysis on profit margins or the product type or brand as a custom dimension.
These dimensions and metrics can greatly enhance your reporting and ability to create specific audiences in Google Analytics.
If you can see the benefit of increasing your custom metric limit from 20 to 200, then you are ready to look at upgrading to Google Analytics 360.
Google Analytics 360 includes many key integrations, bringing with them significantly more power and insight than the standard version.
DoubleClick integration and audiences
Integration with DoubleClick products such as DoubleClick Campaign Manager and DoubleClick Bid Manager, brings all your Click and Impression data from those platforms into Google Analytics.
This means your attribution models can include impressions, and allows you to attribute partial credit to Ads which customers have seen, but not necessarily clicked on.
Going in the other direction, the integration also allows Ads in DoubleClick to be targeted at audiences defined in Analytics, using all the data you’ve collected in the platform.
For example, if you have data from your CRM solution in your Custom Metrics, you could create a target audience of “clients who’ve purchased from us before, but haven’t purchased this week”.
The key benefit here is that the audiences can be based on a combination of your DoubleClick and Analytics data, which, when combined with custom metrics from other systems, makes it very powerful.
Data from Google Analytics 360 can be easily integrated with Google’s big data platform, BigQuery. All your unsampled hit level data can be quickly and easily pulled into BigQuery on a daily basis.
BigQuery is a powerful solution for interrogating, sorting and analysing very large volumes of data very quickly.
The Data Studio visualisation tool, which also connects directly to BigQuery, makes it quick and easy to create custom reports and dashboards to help understand and share your data with the various stakeholders in your organisation.
4. Data-Driven Attribution
Attribution is a huge topic and one key feature of Google Analytics 360 is its Data-Driven Attribution model.
This attribution model takes all the channels you have into consideration, including impression data from DoubleClick Campaign Manager. The model then uses an algorithm to determine how much credit should be given to each channel for the each of the conversions and sales generated through your website.
It creates a weighted model for each channel, depending on its position in the conversion funnel.
You can then use this data to influence your marketing spend, identifying areas where you could generate more conversions with further investment and vice-versa.
5. Service level agreement and technical support
SLA, Implementation and Training
The standard version of Analytics is extremely reliable, but it doesn’t carry any guarantees or Service Level Agreements.
One of the key reasons our clients choose to upgrade to Google Analytics 360 is the reassurance given by the underlying Service Level Agreement (SLA) and technical support that comes with the product.
Google Analytics 360 ensures your data is available within four hours 98% of the time, and carries a 99% SLA for data collection and reporting.
You’ll also have backing from a team of technical experts to provide support should it be needed, and a rapid response time in the unlikely event of any issues.
Purchasing Google Analytics 360 from an official sales partner, you will typically have a fully scoped implementation plan, access to training and support to ensure the account is configured correctly.
Once the initial implementation has been completed, you will receive on-going analysis and reports, with insights which can help you make key business decisions for your digital strategy.
This is a critical aspect of any large analytics installation, and another benefit of purchasing an enterprise analytics platform, as the associated technical expertise ensures you get the most out of your investment.
The standard Google Analytics tool is a great, free platform, and will continue to be the market-leading solution for many organisations for the foreseeable future.
However, Google Analytics 360 has a lot to offer larger organisations with high volume sites, complex analysis and attribution requirements, or simply require the flexibility of an integrated solution for tracking, analysing, optimising and reporting on their digital marketing strategy.