It&#x27;s been a while since I&#x27;ve used GA but being able to segment into age, gender, and interests(1) are things that you can&#x27;t do without paying a marketing aggregator hundreds of thousands of dollars a month or using GA. You can do some geolocation classification and things like campaign effectiveness, bounce rate, etc, but since Google has so much aggregate data off-hand the value of being able to classify user-x as &quot;Male, 40s, Interests-similar-to-demographic-we-sell-to&quot;(2) is invaluable whether you&#x27;re selling seats of enterprise software,  high-fashion luxury items, or cheapo stoner knick-knacks. You can&#x27;t really market segment with your own software.<p>(1) <a href="https:&#x2F;&#x2F;support.google.com&#x2F;analytics&#x2F;answer&#x2F;3125360?hl=en&amp;ref_topic=3123779" rel="nofollow">https:&#x2F;&#x2F;support.google.com&#x2F;analytics&#x2F;answer&#x2F;3125360?hl=en&amp;re...</a>
(2) <a href="https:&#x2F;&#x2F;support.google.com&#x2F;analytics&#x2F;answer&#x2F;2819948" rel="nofollow">https:&#x2F;&#x2F;support.google.com&#x2F;analytics&#x2F;answer&#x2F;2819948</a>