Google Analytics vs. Adobe Analytics

Choosing the right web analytics tool is very important to understanding the performance of your website and related marketing efforts. With so many web analytic tools to choose from, it could be hard to decide which tool best meets your needs. Depending on the size of the company, choosing the right tool may greatly depend on price. If you have are willing to invest in the tools that you will be using, features will be the driving factor. “Web analytics is not just a process for measuring web traffic but can be used as a tool for business and market research, and to assess and improve the effectiveness of a website” (Suryavanshi, 2015).

Google Analytics is one of the most popular web analytics tools on the market. It is a free tool that is a part of the Google Web and Search suite. Google offers many tools that can help small and large businesses understand and improve their web presence. But, how does Google Analytics compare to the other tools in the market? Let’s compare Google Analytics to another well-known tool, Adobe Analytics.

What is Adobe Analytics?

“Adobe Analytics Cloud is a “customer intelligence engine” that empowers businesses to move from insights to actions in real-time by combining audience data across multiple Adobe cloud products. The Adobe Analytics Cloud includes Adobe Audience Manager (data and audience management platform) and Adobe Analytics (applies real-time analytics and detailed audience segmentation across all marketing channels). Adobe Analytics Cloud is built on the Adobe Cloud Platform, which offers APIs and Adobe Sensei machine learning technology” (Chowdhry, 2017).

Adobe Analytics boasts itself as the leader in digital marketing analytics (Adobe, n.d.). Adobe Analytics is a full package platform that offers add-ons to tailor the platform to the needs of the user or the business. Available add-ons include video analytics, live stream analytics, mobile marketing analytics, attribution analytics and more. Pricing is not openly available, but after requesting a demo, users will have a product that is specific to their needs.

Adobe Analytics has three offerings or packages – Select, Prime, and Ultimate. Each package can still be tailored based on selecting one of the many add-on options that are available. Adobe Analytics stresses its capability to capture data in real-time. Users can build custom reports to uncover the insights needed to improve the business. It aims to be predictive and intuitive. Showing users what the customers of tomorrow will be like, not the customers of today or yesterday.

Google Analytics: The Difference?

Google Analytics is a free platform. There are no add-ons or different packages. Every user has access to the same types of data. Users, however, can customize reports and dashboards to show the information that means the most to them, or that makes the most sense for their business.

How is Adobe Analytics Different from Google Analytics?

Even though Google Analytics is the more popular platform and has more users, Adobe Analytics caters to enterprise level users. Google Analytics, on the other hand, is ideal for the solopreneurs, small businesses, and medium-sized business. Google Analytics makes the plethora of information that is available to users digestible and not complicated.

Bigger companies naturally need a larger amount of data so the variety and options that are available will be very useful. A smaller company will not need such a high level or volume of data so it would be money wasted on unused features.

Which Web Analytics Tool is Right for Me?

The answer to that question depends on your needs, the volume of site traffic, available resources, and the data that means the most to the business. For example, if you are a small business and do not have a team of trained analysts or professionals that can handle the implementation process, Adobe Analytics will not be the best option. Google Analytics is easy to implement and requires little to no IT skills to install onto any website.

A major benefit of Adobe Analytics is the ability to keep your analytics data for as long as you want. This is an ideal feature for a large company that will have years of data, especially when analyzing any seasonal trends. Google Analytics, on the other hand, retains data, but for a limited time.

If you are new to the web analytics tool realm, Google Analytics is a good place to start. Don’t jump right into the big leagues of an enterprise level system such as Adobe Analytics. The key to choosing the right web analytics tool is knowing what the business objective is and finding a tool that can help you understand performance related to that objective. There’s no point in choosing a tool that does not help you see the data that is most important to the business, even if it is the hottest and greatest tool on the market. Resources also play a large role. If your business does not have the manpower to manage a large data system, then it is a wasted investment on a tool because resources will go untouched or to waste. Always start with the business and determine what the needs are, that is the best way to choose the right web analytics tool.

Comments

  1. AnonymousFebruary 6, 2018 at 8:54 PM

    Just stopping by to help your data ;).

    ReplyDelete
  2. J.S. WilsonFebruary 6, 2018 at 9:34 PM

    Great post! I like how you gave a great overview of Adobe Analytics. Thanks for sharing your insight.

    ReplyDelete
  3. J.G.February 7, 2018 at 8:12 AM

    Good read!

    ReplyDelete

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