Pros and Cons

What one thing do you like most about Google Analytics?

The AI assistant that shares insights about your data has directed our attention to some serious issues quite a few times and is actually a helpful tool that lets you discover new ways of reading your data and new kinds of insights with just a text query instead of complex filters.

How easy it is to setup and add to your project. It can literally be done with copy+paste.

What one thing do you like least about Google Analytics?

The whole product is built around the idea of e-commerce and its architecture is session-centric - this makes it not suitable for more complex product-centered applications

We don't have full clarity on what google will use the data collected for. This is the thing, we even take for granted the data will be used.

It shows you a lot of things you do not need and hide those that are very important.

You need to do a lot of jump to reach the stuff you are interested. I like the Clicky interface - Analytics should learn something about simplicity from them.