I personally use Google Analytics more often as it has multiple uses in Search Engine Optimization. Well mostly I use it to check organic traffic of my website. Yes it does provide me online campaigns which bring the most traffic and conversions. Also you can determine where your best visitors are located, what people are searching for on your site and many other things.
Here are some other advantages of Google Analytics-
1. FREE to use –No need to invest or pay anything for monthly/yearly packages.
2. Basic Setup – Though deeper knowledge is required but relatively its more easy compared to other paid tools.
3. Great Analytics API; for more advanced users, you will love the Google Analytics API.
4. Customized reports and you can also set custom alerts to uncover insights more easily.
5. It keeps update new features periodically.
Other than Google Analytics I use, Ahrefs, GTmetrix, SEMrush for some other purposes.