Website traffic information is very important today and thus website developers, owners, marketers all want to know if their websites are successfully receiving traffic. One way to easily know this information and act on it is by using web analytic tools.
That is, if you own a website, the best way to track your traffic is using a web analytics tool. The most common web analytic tools are Adobe analytics, Google Analytics and Yahoo Web Analytics, IBM analytics. These tools will provide detailed statistics such as unique visitors, page views, and time on site. This data will be very valuable if you plan to sell advertising space to your prospective buyers and can be used to develop a media kit. Website developers should install a web analytics tool on all websites that they build that’s if the owners of the website are willing to pay the extra cash.
Among all these web analytics tools Adobe was the one who fired the first shot into the marketing clouds space through a series of acquisitions and although it had a head start there are other worthy competitors.
That said we acknowledge there are many other analytics solutions out there but this comparison will focus on Adobe and Google analytics 360 because they are the most widely used.
Adobe versus Google analytics
When it comes to digital analytics tools Google Analytics is widely used across the small and medium-size business market categories. Of course, much of Google’s popularity can be attributed to the fact that it’s available for free, and it offers plenty of powerful features at no cost.
Beyond the basic analytics tool features, there are other potential features and tools that will cost a bit. Adobe Analytics and Google Analytics 360 are similar in that you are paying for server hits/calls, but the pricing will differ between them with Adobe analytics being way more expensive, but this depends on your traffic volume. Both tools will include basic tool-level support.
Capabilities of tool features
The Standard version of Adobe Analytics will provide a Marketing Channel report that gives you insight into first-click and last-click channels but the standard version lacks sophisticated attribution modeling support and you only get this by paying more for the premium version (very expensive). On the other hand,
The Multi-Channel Funnels and Attribution Modeling are one of the most outstanding features of Google Analytics 360. It uses your own data to automatically build a model from both non-converting and converting user journeys, preset static models like first click, last click, and more. That said, to get a detailed attribution picture you need to import your offline data to Google Analytics. If your needs exceed this feature’s capabilities, then you can connect directly to the Google Analytics data and other data sources.
Adobe analytics e-commerce tracking is Adobe’s strongest feature and it used to be leaps and bounds ahead of the competition but Google analytics 360 closed in with the release of their enhanced e-commerce feature
In term of third-party integration, Adobe analytics integrates seamlessly with a ton of third-party applications.
When it comes to services partners, Adobe surpasses other evaluated vendors and despite these partners complaining about Adobe’s complexity and cost. Adobe is still the choice for enterprise with complex marketing needs that require best in class solutions and with deep pockets to support them. But there are many different cheaper alternatives for the small and medium-sized enterprise.
Just make sure you assess your needs before deciding which best suits your budget and business.