Google Analytics 360 vs Heap vs Segment comparison

Read 7 Heap reviews

702 Views
695 Comparison Views

100% willing to recommend

Segment

Read 4 Segment reviews

1,469 Views
338 Comparison Views

100% willing to recommend

Google Analytics 360

Segment

Comparison Buyer's Guide

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Executive Summary

We performed a comparison between Google Analytics 360, Heap, and Segment based on real PeerSpot user reviews.

Find out what your peers are saying about Amplitude, Snowflake Computing, Google and others in Web Analytics.

To learn more, read our detailed Web Analytics Report (Updated: March 2026).

Web Analytics

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Helped 885,444 peers since 2012

Review summaries and opinions

We asked business professionals to review the solutions they use. Here are some excerpts of what they said:

Mindshare comparison

As of April 2026, in the Web Analytics category, the mindshare of Google Analytics 360 is 12.6%, up from 10.2% compared to the previous year. The mindshare of Heap is 7.2%, up from 6.8% compared to the previous year. The mindshare of Segment is 3.7%, down from 4.0% compared to the previous year. It is calculated based on PeerSpot user engagement data.

Web Analytics Mindshare Distribution
Product	Mindshare (%)
Google Analytics 360	12.6%
Heap	7.2%
Segment	3.7%
Other	76.5%

Web Analytics

Featured Reviews

Navcharan Singh

Assistent Seo Manager at RTDS

Have improved decision-making with effective reporting

Several positive aspects about the product stand out as advantages. Valuable insights can be gained from the unsampled reports available in the product. The cloud type needs to be specified whether it's public, private, or hybrid. The overall rating for Google Analytics 360 is 9 out of 10, where 10 represents the best product.

Read full review

Jon Fedor

Engagement Manager at TheMathCompany

Provides actionable user behavior insights and improves feature prioritization decisions

I didn't encounter many components that were annoying. One main area of frustration was finding data. When wanting to find data about clicks on a specific UI feature, element, or button, sometimes the objects were not named in a descriptive way. That was our problem on the implementation side, not Heap's. I also found that the analytics dashboards in Heap couldn't be customized as much as desired. I couldn't adjust the charts in the widgets or the settings on each widget to the level wanted in either data granularity or physical size of the widget on the dashboard page. Additional flexibility in dashboard building and widget building would be beneficial.

Read full review

reviewer2808258

Web and marketing automation specialist at a logistics company with 5,001-10,000 employees

Centralized customer data has powered predictive audiences and proactive marketing campaigns

The best features Segment offers are the audience building features. We've also launched predictive audiences, which is so far really promising for us and marketing has a lot of ideas for activating these types of audiences. We're going from using historical data to using current data to get more predictive with how we're activating. In my experience, the audience building tools compared to other solutions I've seen or used are really sophisticated. I've used other CRMs in the past for this, and I would say the type of data you're not getting as much of is what you do when you're activating or creating the audiences within the CDP. I think predictive audiences require a 360 view of the customer in order to create these types of AI audiences because they use a lot of different data points. How it's helping the team is by giving us more ways to reach our customers and being more proactive in the type of campaigns that marketing can launch. They have a lot of good ideas and some good things in the pipeline.

Read full review

Quotes from Members

We asked business professionals to review the solutions they use. Here are some excerpts of what they said:

Pros

"Since 2008, nearly every website I have worked on as an SEO and digital marketing professional has had Google Analytics deployed."

"Google Analytics definitely provided a lot of data that is now available to everyone, and the easy to use interface and the ability to add custom segments allows everyone to carry out their own analysis and come up with insights."

"The User Explorer is a definite favorite because it allows us to pinpoint a user and check their entire journey through our website including all the events triggered and the pages visited."

"Even though it's free, Google Analytics is packed with many of the same reports you'll find in high-priced solutions, especially concerning data relating to real-time visitor tracking."

"We have increased our visits, views, and average stay on site time, which has led to an increase in revenues, and better targeting of our digital marketing campaigns."

"The customizable reporting feature is important in general, and it helps with making data-driven decisions."

"I previously used WebTrends, but Google Analytics was more appealing because it was easy to setup, and it was available online for free."

"We found that the source and medium report is very useful when we are analyzing paid and organic campaign performance."

More Google Analytics 360 pros

"What I like best about it is the session replay feature. It saves a lot of time. I don't need to go and debug or replicate issues multiple times. We can go to the session replay for a few minutes. We can ask when the issue occurred, go to that time in the replay, and see whether the user made a mistake or if there's an app caching issue. That has been very helpful."

"Heap has positively impacted my organization by giving our team visibility into how users interact with our application, allowing us to move from guessing to real-time information."

"The reporting has helped improve investor relations and let us quantify our growth and progress with ease."

"You can track customer behavior with your project, such as how the customer envisions, navigates, uses CPA, and every touch point on the website. You can plan to optimize the phases and the customer behavior of the journey."

"An immensely useful feature is the retention graphs with the ability to generate retention data for individual features."

"Heap enables one to easily track how customers use one's applications on both the web and mobile."

"Discerning application and UX weak points, driving better user retention."

"Heap enables one to easily track how customers use one's applications on both the web and mobile."

More Heap pros

"Customer support is fantastic."

"Inserting some very simple code snippets has made this part of it a breeze for our developer so he can concentrate on the hard stuff."

"I like the straightforward way of connecting with various data sources and destinations. That's the most valuable feature. It has built-in integrations for a lot of them, so the overall effort required for integrations is relatively low."

"Segment's scalability is amazing, and it's fully capable of handling all of the different use cases that we have in our company and we have a very complicated company."

Cons

"Additionally, Google Analytics can be hard to pick up when you're just starting to use it."

"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."

"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."

"They can improve their Android app."

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

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

"Not the right product if you need detailed click stream analysis or integration with your firm's customer segmentation."

"Some spam data is messing up the analytics report; Google should remove spam data."

More Google Analytics 360 cons

"It's more expensive."

"I would rate Heap's scalability around 6 out of 10 because we are still not completely familiar with it."

"Their analytics could be more user-friendly."

"Based on my experience, there's some room for improvement. The application is a bit slow. Also, I must read through old documentation when I need to check for new features. It's not very user-friendly. Once you're in the application, it's easy because it has many features. But for first-time users, you have to go through all the documents, which can be challenging."

"I also found that the analytics dashboards in Heap couldn't be customized as much as desired."

"The product could benefit from more advanced UI features."

"Their analytics could be more user-friendly."

"The only challenge was the session functionality."

"The challenge is the lack of flexibility in the SDKs, given the capabilities of the destinations."

"The design of the website is such that you lose context when clicking around (e.g. when clicking on docs)."

"I chose a rating of eight out of ten because these video tutorials would really illustrate how to use the tool to its full potential, and perhaps some more hands-on support from the Segment team would push it to a ten."

Pricing and Cost Advice

"The installation cost is really low and does not require a team with a super performance to run."

"The solution is expensive."

"Heap's pricing can be heavy according to the usage and requirements for control billing."

"The pricing was on the higher side but it wasn't excessively high."

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Top Industries

By visitors reading reviews

Computer Software Company

University

Construction Company

Insurance Company

16%

Real Estate/Law Firm

12%

Financial Services Firm

10%

Computer Software Company

Financial Services Firm

University

Comms Service Provider

Company Size

By reviewers

Large Enterprise

Midsize Enterprise

Small Business

By reviewers
Company Size	Count
Small Business	15
Midsize Enterprise	2
Large Enterprise	1

By reviewers
Company Size	Count
Small Business	1
Midsize Enterprise	2
Large Enterprise	4

No data available

Questions from the Community

What needs improvement with Google Analytics?

My general rating for Google Analytics 360 is nine out of ten, where ten is the best. This is the most important ques...

What is your primary use case for Google Analytics?

For Google Analytics 360, I can describe a few use cases and their purposes.

What advice do you have for others considering Google Analytics?

Several positive aspects about the product stand out as advantages. Valuable insights can be gained from the unsample...

What is your experience regarding pricing and costs for Heap?

My experience with pricing, setup cost, and licensing was a smoother process, and my teammates helped me out because ...

What needs improvement with Heap?

I recommend making Heap stronger, more user-friendly, and integrating it with other apps such as Instagram, Facebook,...

What advice do you have for others considering Heap?

My advice to others looking into using Heap is to use auto-capture and complete capture a lot because these two featu...

What is your experience regarding pricing and costs for Segment?

I wasn't involved in the negotiation about pricing, setup cost, and licensing, but in the new negotiation that we hav...

What needs improvement with Segment?

There was a race condition in the Segment journey that I highlighted to Segment, and I think they must be doing somet...

What is your primary use case for Segment?

I have used Segment for more than a year. I was working with Addx and Segment was used to align profiles and differen...

Amplitude vs Google Analytics 360

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Compared 8% of the time

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Compared 6% of the time

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Compared 17% of the time

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Compared 11% of the time

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Compared 9% of the time

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Product Reports

Web Analytics

Download Google Analytics 360 product report

Download Heap product report

Customer Data Platforms (CDP)

Download Segment product report

Also Known As

Google Attribution 360

No data available

Segment.io

Overview

Enterprise-class web analytics. Google Analytics not only lets you measure sales and conversions, but also gives you fresh insights into how visitors use your site, how they arrived on your site, and how you can keep them coming back.

Delivered on Google's world-class platform.

Google

Heap automatically captures every customer touchpoint. No more tracking plans, tracking code, or tags. Get answers in seconds and make decisions faster.