What do you like best?
The free version of this tool is very powerful. With it you can collect lots of data from visitors to a website, analyze insights, generate reports and link it with other tools such as AdSense, Google Search Console or Google AdWords. It is also possible to perform A / B tests. Everything without a license fee. There is a premium version of this tool, with a high cost, designed for large companies that want to analyze millions of visitors. But for 95% of companies, the free version of Google Analytics is more than enough.
What do you dislike?
I will point out three drawbacks. On the one hand, it is a complex tool to manage and that requires a minimum of prior training. In our case, we are an agency and we take care of configuring it for our clients, but someone who starts with it is convenient to receive specialized training.
On the other hand, the tool does not collect any personal information, so it does not serve to analyze users or specific visits, but analyzing aggregated data.
Recommendations to others considering the product
Google Analytics is a complex tool with many features, even in its free version. I suggest that you receive training to manage it properly.
What business problems are you solving with the product? What benefits have you realized?
With this tool we can analyze and measure what happens in any website, something essential when carrying out online marketing campaigns. Measuring is necessary to improve any online process.