Web & App Analytics by Google.
GA Free (Universal Analytics is the newest version of it) is the most used Web Analytics tool. It does everything a Web Analytics package should, and new features are being released every month. It’s great for campaign analysis, engagement, event tracking and ecommerce analysis. Combined with Google Tag Manager it just gets better.
The only issues are the limitations it has: 10 Million hits tracked per month, data sampling for some segments and it’s not ideal for very large websites (if you have hundreds of millions of users per month then you probably need another solution). The lack of direct support is compensated by the huge amount of forums, experts and free resources out there.
Tip: Checkout the API, it’s pretty awesome.
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With love for fellow marketers.