In the modern digital world, almost every other business has an online presence.
Whether you have a website to run or an e-commerce store to manage, you’ll need to analyse their performance using certain metrics and data points.
And this is where data analytics comes in.
A data analytics software offers an endless supply of information and insights into your campaigns. This info can be utilised to capture more visitors and maximise your marketing ROI.
There are numerous data analytics tools – two of the most popular ones being Google Analytics and Adobe Analytics.
Both of them have their own unique pros and cons, which we shall look into in this blog post in detail.
But first, something about digital analytics.
Why Use a Digital Analytics Tool after All?
You surely need to invest in digital analytics if:
- You need to analyse your data and get powerful insights using scalable and fast methods.
- You experience noteworthy data sampling.
- You wish to break down data silos.
- You feel reserved with the common features of a cost-free analytics tool.
- You have a complex marketing/ analytics/ sales ecosystem.
If these experiences hit the nail on the head of your business, then you must consider an enterprise-level analytics tool such as Google Analytics or Adobe Analytics.
Everything about Google Analytics
Google Analytics is the most popular analytical tool out there. It allows marketers to track site traffic and the actions of users on your website.
It is extremely beneficial as it helps to monitor and improve a website’s performance.
Google Analytics offers wide-ranging features that include collecting relevant data to generate meaningful insights.
Its features consist of automatic collection and data security.
One such feature is data infiltration. It helps to save time by offering filters that you need based on UTM parameters, IP address, etc.
Everything about Adobe Analytics
Adobe Analytics is a part of the Adobe Experience Cloud.
It helps businesses to understand their audience better, gain valuable insights, and point out website issues.
It enables marketers to track visitors over several devices for analysing consumer journeys.
It also lets users track visitors over several devices for scrutinizing customer journeys involvedly. Machine learning and artificial intelligence can help to further strengthen these web analytics services.
Adobe Analytics features influential abilities such as Analysis Workspace, Ad Hoc Analysis, Report Builder, Reports & Analytics.
Google Analytics Vs Adobe Analytics
Both tools are highly competitive and come with their own pros and cons.
Thus, we have listed a detailed comparison between them to help you understand which one to pick according to your preferences.
This tool is quite easy to install and activate on your site, making the implementation process relaxed and useful for users.
Whereas, Adobe Analytics is reasonably harder to use and needs a command in programming and expertise.
Google and Adobe Analytics both offer details of website traffic and sources that carry this volume and traffic.
Google Analytics helps to evaluate both paid and organic traffic of your marketing campaigns.
It demonstrates the highly detailed user behaviour of a site. This tool is also appropriate for enhancing user experience by tracking customer behaviour, key metrics acquisition, bounce rate and so on.
Adobe Analytics can deal with multichannel data collection and processing. Therefore, both options are quite similar when it comes to website traffic reports.
Google Data Studio tool attaches with Google Analytics and other data sources for building reports.
The reports in Google Analytics do not enable drag and drop options, which makes sharing of reports complex and troublesome.
On the other hand, the Adobe Analytics plugin tool for MS excel data offers a drag and drop feature, making the information sharing process more suitable.
Hence, brands can share their analytical reports without offering back-end access.
Google Analytics is free of cost, automatically making it the primary choice for many businesses.
Google Analytics 360 has been recently launched and is a premium paid version of Google Analytics, which offers more precise and exhaustive audit reports.
Whereas, Adobe Analytics is a paid tool from its inception.
Degree of Customization
Google Analytics 360 offers a lot of customization, coming up with a number of custom dimensions and metrics that you can leverage.
Furthermore, the ability to leverage BigQuery for cloud computing is another addition for swift and useful custom analysis.
Adobe Analytics is inherently built to offer custom-focused features with no free analytics solutions. It offers countless customisation options, such as the ability to leverage eVars, sProps and success events for greater data capture.
Adobe also uses a system similar to Google Analytics with Adobe Data Warehouse, which can operate with similar, but slightly more limited functionality than BigQuery.
To end with, both tools have several customization options, making both of them flexible enough for custom tracking requirements.
Adobe Analytics incorporates Adobe Target for Advertising Analytics and A/B testing for Ad system integration. This integration provides abridged data of Clicks, Cost, Average Position, keyword campaigns, etc.
Other Adobe Analytics Integrations are Adobe Experience Manager, Adobe Campaign, and Data Connectors.
Whereas, Google Analytics integrates with Google Optimise for A/B testing. For Ad system integration, Google Analytics can merge with Google Ads, Adsense, Ad Manager, Ad Exchange, and many others.
Brands can also integrate Salesforce with Google Analytics for integrated CRM data.
Adobe Analytics can track hundreds of goals simultaneously. On the other hand, Google Analytics can track only four goals.
However, with advanced, premium and paid Google Analytics 360, this difference can be removed.
Google Analytics 360 offers access to raw data, unlimited data, tested reporting and 24*7 customer support. It also provides an unconventional attribution model hence optimising goal tracking along with a data-driven model.
To conclude, the decision to select the best tool isn’t a forthright one. It is largely based upon your budget, business aims, and expert resources.
Google Analytics is the strongest when it comes to multi-channel attribution, while users pick Adobe Analytics for its vigorous user pathing and reporting.
Adobe Analytics comes up with a wide range of possibilities for comprehensive insights on data. The only challenges users face are- the complexity and the price involved.
It proves to be useful for large businesses as it can manage substantial traffic which comes on their websites.
However, at the end of the day, the platform you select depends on the nature of your business.