If you are looking to decide between two of the best analytics tools for your business, then this detailed account of Adobe Analytics Vs Google Analytics can help you.
A good analytics tool can help a business increase its revenue and make smarter decisions. Around 53% of all businesses are now using these tools to enhance their revenue.
Together, the two tools that we’re going to discuss are responsible for helping millions of businesses across the world. They help you track customers and traffic as well as generate leads.
You will be able to track the ROI for your marketing budget easily. You can also see how well your website is performing.
Without any further delay, let’s get into the Adobe Analytics Vs Google Analytics comparison to see which one is better for your business.
An Intro to Google Analytics
Google Analytics is a free web analytics tool for marketing and search engine optimization. The analytics tool is used to generate leads and events for a business. It helps you keep a check on your customer base and traffic.
You will also be able to measure your Return on Investment for your online marketing campaigns. Along with all this, Google Analytics shows business owners how their website is performing so that they can make decisions accordingly.
What is Adobe Analytics?
Adobe Analytics is a popular web analytics service and has been responsible for helping millions of businesses keep track of their marketing efforts. It measures, collects, analyzes, and reports web data to its users.
This helps users optimize and understand their website in a better way than they would if they didn’t have the tool. The setup is really easy and designed to apply to real-time web data.
It ensures that you get a high-value audience for your business that will be more likely to spend money. You will also be able to discover power customers quickly as well.
The Adobe Analytics API integrates with important customer data in limitless ways. This helps you make decisions that affect crucial business processes. You will be able to get insights and explore different reports to get more out of the program and convert these metrics and reports into meaningful business decisions.
Adobe Analytics Vs Google Analytics
There are some key features that you can compare between Adobe Analytics and Google Analytics. Depending on the size of your business and your marketing goals, you should choose the analytics tool that has most (if not all) of the features that you need.
1. Attribution Modeling
The attribution model is a set of rules that determine how conversions and sale credits are assigned to touch points. This is based on the conversion paths that are drawn so that users can measure their conversion rates.
Google Analytics has one of the most distinguished attribution models in the world. Users can check their conversion rates with ease. This helps them check whether their online marketing strategies are actually working.
Based on the result they get, website owners and businesses may also be encouraged to upgrade their website to increase conversion rates or follow leads. It helps users learn which method of marketing is the most effective.
Adobe Analytics also offers cross-channel attribution. The tool makes it easy to integrate data from any channel. They have incorporated predictive analytics, machine learning, and artificial intelligence. This ensures that you can understand your investments across different channels more effectively.
In the competition of AI technology and attribution modeling, no one can come close to the tech giant, Google. Adobe has definitely evolved to give Google stiff competition, but the sophistication of Google’s attribution analysis is unmatched by any other analytics tool.
2. Multi-Channel Funnels
Multi-Channel Funnels data is derived from path data. It shows you how the user is interacting with different traffic sources over the course of multiple sessions. This data is collected before they convert. It allows users to analyze how different marketing channels influence their audience’s decisions.
This is a sophisticated technology that is available in Google Analytics 360 but not in Adobe Analytics.
3. E-Commerce Tracking
E-commerce tracking is an important part of the analysis report. It helps you track the products you have for sale on your website.
E-commerce tracking helps users check their purchase activity from the website. You will be able to see the transactions and production information in one place. Other bits of information that viewers can view include conversion rates, average order value, and time to purchase.
The Google Analytics system has an easy version of e-commerce tracking. On the other hand, one of the strongest features of Adobe is its e-commerce tracking system. The tools are user-friendly, and the reporting is sophisticated. Millions of users take advantage of the data they get from Adobe Analytics’ e-commerce tracking to increase their revenue and conversion rates.
4. Data Connectors
Data connectors are an important tool for any company since it pays to have all your data sources in one spot. It can be really important to integrate with 3rd party tools so that you can analyze your data in one space. This makes it easier to make smart decisions based on holistic data.
Google Analytics doesn’t have a lot of options when it comes to connecting with 3rd party tools. In this regard, users may face some challenges. However, Adobe Analytics has a huge variety of connectors that you can use to integrate with 3rd party tools. You can also connect with different types of Adobe software.
Marketers need some room for flexibility when they are working with data. There are all sorts of websites and campaigns under their control that need to be analyzed properly. Both the tools we’re talking about here have their own features that can be beneficial for marketers.
With Google Analytics, you have to use different APIs to keep track of data from different sources. This can be difficult for marketers to manage since they will have to keep track of multiple APIs at once. On the other hand, the Adobe Analytics platform is much more flexible. You will be able to integrate all your data through simple clicks.
6. Structured Approach
The data analysis needs to be properly organized to count as proper business analysis. Google Analytics uses native reporting features. This can provide a very structured approach to the data you are analyzing. As such, marketers will find it easier to browse through the data from Google Analytics since it persists in real-time in an organized manner. This can be especially great for beginners who don’t have a lot of ideas about market needs and other factors.
As for Adobe Analytics, users will find a lack of structure and predefined reporting tools. This can make it harder to look for the right answers and data entries.
Data presentation can affect the end decision you make. Marketers need to have a range of control over their data so that they can tweak it according to their needs. Irrelevant information needs to be removed so that the clutter doesn’t affect the decision-making process.
Google Analytics doesn’t present many levels of control or customization. The reporting tools are predefined, and marketers will not be able to change that. Adobe has plenty of advantages when it comes to customization. It offers marketers a range of control over their data. This is perfect for more experienced marketers who know what they want out of their analysis tools.
Pathing is a tool that marketers often need to make their analysis fruitful. Path navigation allows you to find the top pages that users usually open when they visit your website. This allows you to see what the busiest page for your website is – valuable data that you can properly utilize for marketing. You will be able to discover actions that users take on your website after an app exception has occurred.
Looping behaviors will show you which users get stuck while using the website so that you can work out which links to fix. Subsequent actions by users after an event can also be determined so that you can strategize your next event accordingly.
Reviews show that pathing tools in Google Analytics are relatively subpar. Most people prefer the pathing abilities of Adobe analytics.
Data analysis tools usually have certain upgrades that you can pay for. They have more features and options for you to take advantage of. Google Data Studio is a really powerful reporting tool – practically Google Analytics on steroids. You have plenty of options to customize and share your data. It also allows you to transform your data into informative and appealing reports in case you want to present this data. The best part of all this? Google Data Studio is free to use.
In the Adobe Analytics Vs Google Analytics debate, Adobe wins in the upgrades department. In this regard, the Adobe Analytics workspace is even more powerful than its Google counterpart. It has a flexible and robust canvas where you can build custom projects. You can use data tables, components, and visualizations to make your project come to life. There are plenty of unique features, like creating alerts for certain trends that can help you in your marketing efforts.
10. Implementation of Data Analysis
Google analysis has a very easy setup process. It is designed in such a way that even beginners can set up the tool in barely an hour. The implementation process of data analysis is also pretty easy. The data is reported in such a way that it is easy to understand and make connections. Using this simplified data, everyone in the team can understand their progress and website details.
Adobe Analytics is more difficult to understand. It is usually used by experts only since the data presented by this tool is quite complex. However, just because only experienced marketers use it doesn’t mean that it is the better option. It just means that the tools aren’t the most well-presented when it comes to data analysis.
11. Real-Time Reporting
A lot of marketers prefer Google Analytics since it gives you real-time results. Every time you refresh the reports, they will present you with a real-time situation. This can make it easier to gauge the impact of marketing campaigns or any crises. For any business, it is important to use real-time data to make decisions so that there aren’t any unforeseen factors that can sneak up on you.
Adobe Analytics has around a 2-hour delay in reporting. This can work as a disadvantage for companies who need to make decisions on the fly. It can also take marketers some time to put together the progress of their marketing campaigns.
12. Data Storage Options
Marketers need to keep their data intact over many years to gauge the true impact of the growth of their online platforms. The issue with Google Analytics is that it only stores data for 24 months at max. Marketers often have to use third-party tools to store their data. As we discussed above, it can also be hard to integrate these tools with their data analysis.
Adobe Analytics allows its users to store data for as long as they are a customer. This means that you can keep a lifetime’s worth of data and utilize it to the fullest.
13. Personal Data
Adobe Analytics gives you a unique look at your visitor data. This ensures that you can make smart decisions based on your audience. The insights can be helpful when it comes to making marketing decisions since you know exactly who you have to target.
Google Analytics does not provide any feature to capture personal data.
Google Analytics is free to use. This is great for small websites and businesses that don’t have a huge budget or need for complex analytics.
Adobe Analytics has three different packages that you can get for three different price points. They are Adobe Analytics Select, Adobe Analytics Prime, and Adobe Analytics Ultimate. The price points for the packages are based on the hits you get on your website. It can reach up to tens of thousands of dollars a year. This is why these options are better for bigger businesses that have a huge marketing budget to spend on analytics programs.
Google Analytics has a limitation on the number of hits it analyses. The hit limit is 10 million per month. This makes it better for smaller websites that don’t have a lot of traffic. Bigger websites can hit the limit ceiling pretty easily.
Adobe Analytics allows for unlimited hits per month. This makes it perfect for bigger websites that receive a lot of traffic every month. It ensures that they don’t miss out on crucial details about any traffic on their websites.
Clear goals are at the forefront of every marketing campaign or strategy. Let’s take the example of an online clothing store offering discounts on some of its products.
You can use an analytics tool to track whether, say, the discount converts at least 15 visitors into paying customers.
17. Customer Support
Adobe Analytics has a dedicated customer support program. This ensures that any problems that marketers and users have with the tool are resolved at once. The 24/7 dedicated team will make sure that you are a satisfied client.
On the other hand, Google Analytics does not have a customer service program. This means that any queries and issues that may come about cannot be addressed as quickly.
Cookies are basically a packet of information sent to your computer, that your browser stores. They help to keep track of your visits and activity.
For marketers, cookies help note down the actions of users. For example, they are able to track which users visit the website often. This ensures that they can target potential users more efficiently and convert leads quickly.
For Google Analytics, the cookie duration is only a month. As such, you can only see the actions and activities that a user takes on your website for one month. Adobe Analytics stores cookies for around 15 years! This means that you have a comprehensive data history on your users.
At the end of the day, the answer to the Adobe Analytics Vs Google Analytics debate lies in the needs of the business. If you require a low-budget option with minimal complexity, you can benefit a lot from Google Analytics. On the other hand, bigger companies with a substantial marketing budget may require Adobe Analytics for their analytical needs.