Web analytics refers to collecting, organizing, measuring, and visualizing the activities of customers on your web and mobile pages. With insights gained from analytics, you can build, optimize, and offer relevant, engaging, and personal experiences.

There are hundreds of web analytics solutions on the market today, and each has their niche market of features. The best way is to identify your strategy for analysis and what type of data you want to analyze and the results you want to get.

Google analytics is one of the popular analytics tools on the market today, and many enterprises are using it or had used it at some point in time and then changed as they expand. GA is relatively free, easy to use with a clean dashboard and easy to integrate with other Google tools like AdWords. On the other hand,

Adobe web analytics helps you to measure traffic sources, customer paths, video engagement and content effectiveness. You have to know more than who’s visited your site. You need to know why to know the best page or product to show them. What they’re looking for and how one interaction will impact all the rest. And you need to know now.

The web is central to most digital activities, so web analytics plays a crucial role in answering these questions. Real insight involves amalgamating web data with all your other channel data and then deducting meaning from it.

As your business expands will have to invest in more advanced Analytic tools. For example, TEA (Threat and Engagement Analytics) Software. It is a traffic quality management solution that provides actionable insights for click traffic performance. The TEA software has the capability to do things like track every visitor’s mouse movement, assign engagement scores to them based on how they interact with software key performance indicators. The fake visitors are automatically screened from the business campaign by this tool. Thus, only the real visitors will be directed to the online store. TEA can also detect the best visitors by time and day, country and geo-location.

The analytical tools from Adobe and Google are good, but there are many other analytics solutions out there. It all really depends on your project and what exactly do you need from your analytical tool.

It depends on the size of your organization and what you want to do with analytics. Google analytics is not perfect and so do the others, but unless you have exhausted its free features and you can’t use Adobe Analytics correctly then stick to Google analytics. The implementation is easy to handle and doesn’t have a steep learning curve.

But if you’re more interested in deeper customer intelligence with the ability to connect multiple cloud marketing tools for a single view of the customer, then Adobe Analytics is for you. It takes someone who knows the web analytics and system to implement and track what’s needed, and there will be a learning curve.