If you are trying to figure out if Google Analytics is right for you, here is a list of pros and cons to guide you to your decision.

Pros:

- It’s free!
- It’s easy to use and keep up with.
- It integrates with AdWords; users are able to link to their paid search campaigns, look at cost per click spending and click data.
- When you have an active AdWords campaign you can have unlimited numbers of page views.
- It will track all the sites that you own.
- It will track different types of search engines with a small numbers of search engine marketing or other campaign implications.
- Can track different kinds of traffic as well as campaign tracking.
- Conversion tracking is controlled with user interface.
- There are great reporting abilities.
- Offers sitewide page view analysis.
- Progressive goal definition.
- Conversion funnel analysis.
- Different kinds of sophisticated conversion reports.
- Interface and trending and graphing abilities.

Cons:

- The number of goals for each profile or request is limited.
- Modification is limited.
- Metrics are given in percentages, not real values, so users will have to complete calculations when using other programs.
- There are limited data integration abilities.
- There is no way to add offline sales or internal data into the tool.
- Translation files to get the interface to be more detailed can’t be uploaded.
- What it tracks is limited (keyword, engine, ad group, and campaign)
- The size of the report is limited.