Adobe Analytics Vs. Google Analytics

Choosing between enterprise-level analytics tools, such as Adobe Analytics vs. Google Analytics, isn't always easy.

On the one hand, as you learn SEO and analytics tracking, you'll find that these tools can provide considerable benefits, such as scaling your data management and making it substantially easier to drill down into actionable insights.

However, you want the right solution, rather than just ending up with whichever analytics package you happen across first.

Today we'll get into the details so you can identify which tool will help answer your most important questions when it comes to understanding your website's analytics.

Comparing Core Web Analytics Functions

Let's run through each of the fundamental tools you'll use in either Google Analytics (GA) or Adobe Analytics (AA) to see which solution takes the prize.

User Interface

The best enterprise-level analytics are simple to use. These tools make your work faster and easier, rather than commanding complex manipulations.

GA performs well and works consistently across all accounts. If you've used the default reports for one business, you'll know how it all works for another. 

This straightforward comprehension is equally valuable if you're looking at Google Tag Manager vs. Google Analytics since every part of the stack is intuitive, even for first-time users.

AA offers customization options, and while the standard defaults are fine, they're often not suitable for everyday use.

Therefore, you will often need to undertake some training in order to find each vital data set and appreciate how the Adobe data infrastructure works.

Analytics Reporting Functionality

Web analytics tools use plugins or export options that extract data instantly or according to a regular schedule.

Adobe provides excellent performance in producing extensive analyses, with Workspace, Ad Hoc Analysis, and Report Builder allowing you to drag any data into view without trudging through separate reports.

Drag and drop functionality in GA is good, but it is not as malleable as AA and lacks the advanced calculation metrics.

Attribution Modeling Properties

Attribution modeling is key to conversion optimization since it shows you the user pathway through each marketing channel.

Google Analytics 360 offers advanced performance to track online and offline customer behaviors and build detailed customer personas.

Data is captured through any device or platform every time a visitor engages with your brand, so you get a holistic oversight of your ad and campaign performance.

AA does provide functions to achieve a similar capability, but you'll need to use additional tools, such as Adobe Data Workbench, to get close to the same customized tracking.

Common Pathway Tracking

Establishing pathways allows you to see how users flow through your sales funnel to make a purchase or carry out another desired action.

AA wins the award for pathing since Adobe Workspace delivers visualizations, whereby you choose a web page or event and can see the precise prior and post actions.

Users can also drill down on specific behaviors in certain segments to fine-tune their pathway assessments.

GA does offer an element of pathing in the Flow reporting section, but it's less flexible and won't show pathing beyond 100,000 sessions.

Choosing Between Adobe Or Google Analytics

If you're still wavering, let's keep it simple. If you're already using other Google stack products (like Google Ads or Optimize), Google Analytics is probably your best shot.

When upgrading from the free GA version to the paid tier, all of your historical data transports across, and you won't need to re-platform.

Likewise, if you're familiar with the Adobe stack and already using functions such as Target or AEM, Adobe Analytics will fit in seamlessly.

Both tools have their pros and cons, but because each system integrates easily within the stack, it makes sense to leverage that cohesive functionality rather than try and muddle together different tools. So if you’re already familiar with one of them, it’s best to stick with that system. If you’re new to analytics, and looking for something free, and straightforward to use, then the Google Analytics platform will be your best bet.