Why Enterprise Marketers Should be Wary of Google Analytics

You might have heard about Google’s new enterprise analytics offering (just check Google search – LOL). As always, we’re delighted to see new developments within the industry, but we also believe it’s important to understand the details that marketers must consider when choosing a measurement and optimization partner.

While Google expanding its analytics offering may, at first blush, appear intriguing, it’s important to remember that Google is a company 100% focused on driving its search advertising revenue. This is the reason Google Analytics exists at all. Much has been written about why companies should think twice about using GA and giving Google all of their corporate marketing performance data. With the announcement of a few of their new offerings, we thought it was the right time to highlight a few points we believe are of particular importance: