Beginner users access the live help section a lot, because of how confusing it is, so it would not be bad if the function was located within the administration section. In addition, the “Not Provided” section tends to hide the entire data set, and it would not be bad if some of that information were available since it could be very useful.

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I don't think this will ever actually happen, but it would be great if keyword data came back! An SEO can always dream, right?

An area where I would like to see improvement in Google Analytics is the auto-syncing of functions in Google Tag Manager into Goal tracking. That way, you wouldn't have to manually configure everything to work in the platform.

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The sampling of data is definitely a pain point since we don't have an actual understanding of the data. Since the tool is free, I believe Google is optimizing costs by sampling data and providing us with a fairly accurate view of our site analytics.

The mobile aspect of Google Analytics is quite complex to integrate using their SDKs. The web is much easier to integrate with a simple script to add in the header.

I would love to see an auto event capture mechanism, like Mixpanel or Heap, so that the setting up of the analytics becomes easier.

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Sometimes, the statistics are not updated in real-time and it takes a little time. There are pages where it updates faster than others.

If you do not use JavaScript, you will be invisible to Google Analytics. If you have the option of JavaScript disabled in your browsers, you will be invisible to the data, since the tool will not be able to register you.

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I would be happy if they improved their Android app.

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Obviously, it would be better for SEO to really see which keywords were used to enter a site as opposed to (not provided) or (not set), but with customized landing page reports, you can still get some great insight into how customers are finding your site. Additionally, Google Analytics can be hard to pick up when you're just starting to use it. I have, luckily, had some great mentors and I've taken a class or two to master the application.

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One area that Analytics falls short is in creating a report archive. While you can always run a report for anything you want, and even create an autorun trigger, having an accessible archive of performance is lacking.

To remedy this we had to look to use a custom script on Google Sheets that pulls our Analytics data into a daily report. By doing this we have an archive of data that updates regularly - it's not perfect but it works.

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Google stripped out search rankings with “not provided.” It upsets many who want to understand how well they are doing in searches. They need to be more seamless, especially for smaller websites, about searches conducted to reach websites.

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It would be nice if Google Analytics provided all statistics, rather than a segment of the statistics. The paid version has this, but the free version is limited to a segment of users.

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While it provides a lot of data, the data is not always accurate. So data accuracy could definitely be improved.

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Data capture of the acquisition of users, as on a few occasions, it was unclear where we got traffic from.

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Some spam data messing up the analytics report. Google should remove spam data. When targeting multiple locations in a paid campaign, location wise data analyzing will be very useful. Google Analytics and Adwords sessions are messing up. Need to improve this thing to see the accurate data.

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There is a time lag of 4 hours for the tracking to get updated in the system.

Also, some sessions will not be tracked at all.

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* Not the right product if you need detailed click stream analysis or integration with your firm's customer segmentation. View full review »