As a Google Marketing Platform services partner, we can help you choose the right license for your business needs and make the transition.
Why upgrade to Google Analytics 360?
The standard version of Google Analytics is arguably one of the most powerful free tools available to digital marketers and that's what we use on the majority of websites we work with. In the right hands, it allows for a very sophisticated level of customisation which, for most organisations, can provide all of the data they could ever dream of. So how does the enterprise version compare with the free version and what are the benefits of upgrading?
With Google Analytics 360 you get the following benefits:
Data thresholds for high-traffic websites
Where Google Analytics is collecting a high-volume of data - based on hits, rather than sessions - data sampling can become a serious issue. This can make it hard to drill down on segmented data, or reports that cover a lengthy date range, reducing the confidence in the findings or even compromising them entirely.
While the free version of Google Analytics allows for processing of up to 10 million hits per month, sampling thresholds are lower and are affected by how many data points you are collecting. So, the more custom data you collect, the more likely you are to encounter sampled data when analysing it.
Analytics 360 also enables a roll-up view for multiple properties, making it easier to manage data for multiple websites separately without losing the overview. This is particularly useful for large organisations operating across a range of markets.
Unlock marketing automation
Using automation as part of the marketing mix can benefit organisations of any size but is typically reserved to those with large advertising budgets. With Analytics 360 at the heart of the broader Google Marketing Platform, you can power up your paid media campaigns using Google Ad Manager or Display & Video 360.
Integrations with Salesforce Marketing Cloud enable synchronisation of direct marketing such as SMS or email. Building marketing audiences based on website behaviour in GA360 and pushing these directly into your marketing platforms for highly targeted campaigns is extremely powerful.
For many organisations, a single analytics tool is not enough - being able to combine analytics data with a CRM or other marketing platforms can increase the power of data insights. Data warehousing platforms such as BigQuery offer the potential to create a truly integrated and customised measurement model. Analytics 360 includes support for Salesforce and BigQuery integration as well as greater flexibility when it comes to extracting data at scale.
Maximise return on campaign budgets
If your marketing team is operating with large budgets, having an enterprise platform at your fingertips can help increase efficiency and reduce waste. Audience groups and engagement data can be shared cross-platform to ensure each part of your marketing toolkit is joined up. Additional features such as custom tables and funnel reporting give greater flexibility. Data freshness of fewer than four hours, and sometimes within one hour, meaning you can uncover insights and react to them almost in real-time.
With Analytics 360, you own the data it collects. This, combined with the service guarantees and SLAs, plus the greater level of support available, make it an attractive proposition for larger organisations - especially those operating in regulated sectors.
Conversion optimisation and personalisation
Using Analytics 360 in combination with Google's powerful A/B testing platform, Optimize 360, means you can create audience segments using Analytics and target these audiences within your testing programme in Optimize. With no limit on the number of tests running concurrently, this means that you can effectively personalise user journeys for very specific audiences on your site while testing for the best version. This is a powerful feature no other A/B testing platform can offer.
How much does Google Analytics 360 cost?
The license fee for Analytics 360 varies depending on the amount of traffic to your website, but starts from around £8,300 per month in the lowest tier.
This tier covers up to 500 million hits, compared with 10 million on the free version. Typically, this also includes the enterprise version of Google Tag Manager (GTM360), but additional products like Optimize360 will incur additional cost. There are some attractive discounts available if product licenses are purchased in a bundle.
Our team would be happy to talk you through the options to help you understand what the Google Marketing Platform can do for your business and the likely costs.
How we can help?
We support our clients to ensure they get the most from Analytics 360
Some of the things we do for our Analytics 360 clients:
- Manage the migration from your current web analytics platform
- Advanced implementation of Analytics 360 through Tag Manager
- Enhanced Ecommerce configuration
- Measurement planning and data strategy
- Reporting automation
- BigQuery data extraction and processing
- On-going support and optimisation
- Platform training in GA, GTM and Data Studio
- User journey analysis
What are the differences between Google Analytics 360 vs Google Analytics?
Compare the differences between free and paid versions of Google Analytics
Our comparison table shows the key differences between the two versions. As the platforms evolve (and Google are great at continuously developing their products further), the list of features expands.
|GOOGLE ANALYTICS||GOOGLE ANALYTICS 360|
|DATA PROCESSING AND LIMITS|
|Hit limits for data processing||Up to 10 million hits per month||Up to 2 billion hits per month (0.5 billion first tier)|
|Data export and API access||Yes||Yes|
|Maximum data rows||50,000 rows per export||3,000,000 rows per export|
|Google Drive Integration||--||Yes|
|BigQuery integration for clickstream data||--||Yes|
|Custom dimensions and metrics||20 of each||200 of each|
|Views per web property||Max 200 per property||Max 400 per property|
|Cross-property rollup reporting||--||Yes|
|Contract and service guarantees||--||Yes|
|Data freshness||24+ hours||1-4 hours|
|ADVERTISING AND MULTI-CHANNEL|
|Google Ads integration||Yes||Yes|
|Data-driven attribution modelling||--||Yes|
|Optimise 360 audience integration||--||Yes|
|Search Ads 360 integration||--||Yes|
|Display & Video 360 integration||--||Yes|
|Custom unsampled tables||--||Yes|
|Advanced analysis reporting interface||--||Yes|
|Custom funnel reporting||--||Yes|
|SERVICE LEVEL AGREEMENTS|
|Freshness||--||98% (4 hours or less)|
|Google Tag Manager||--||Yes|
|Service level guarantees||--||Yes|