What are your thoughts on Google Analytics vs other analytics platforms?

Recently heard about Heap which seems pretty cool, but I’m not sure if it would really be valuable, or simply another tool that I need to check. We are not at the point of using HubSpot/Marketo yet so Heap’s free plan could be a useful stopgap tool.

Do you use Heap? If so, what do you think? Maybe they are using Ai more now for better results.

If not, what analytics tool do you use and what are the pros/cons?