Adobe Analytics vs. Google Analytics: A Complete Comparison

Abobe Analytics vs. Google Analytics A Complete Comparison-01

Currently, almost all businesses have a digital presence. Whether you have an informative blog website or e-commerce store, enterprises need to analyze their digital performance. 

Among the most popular analytics platforms used today are Google Analytics and Adobe Analytics. These are the platforms we shall explore today to give you an understanding of which is suitable for your business. 

Introduction to Google Analytics

Google Analytics allows you to track website traffic and the actions of the visitors on your site. It is one of the most beneficial tools that help you monitor and improve your website’s long term performance. This is made possible by knowing about customer behavior, engagement and preference on the website.  

It is a free analytics software that helps businesses in collecting data of detailed visitor reports of a website. By using this tool, valuable insights businesses can formulate their future success strategies.

Benefits of Using Google Analytics

Google Analytics is user friendly and does not require complicated expertise to operate. Its features include automatic collection and data security. After collecting and processing the data, Google Analytics provides you with a fully elaborated report. This report helps you to thoroughly understand the visitor’s response, action, and behaviour. You can answer questions like: how much time does the visitor spend on your website? Is your content engaging enough? 

This software also saves time by providing automated collection and security of the spreadsheets e.g web-pages visited and duration. By simply installing Google Analytics, businesses can measure their goals and check their website’s potential. Some of the most popular features of Google Analytics are given below. 

Key Features of Google Analytics

Google Analytics provides a wide variety of features from collecting relevant and reliable data to generating insights and meaningful analysis.

One of the most popular features of Google Analytics is data filtration. It helps save time by providing filters that you require according to IP address, date, UTM parameters, etc.  

You can also check users’ behaviour, click through rates, bounce rates, and demographics of the targeted audience, etc.

By leveraging GA for your website, you can monitor and develop strategies for other social media platforms by viewing complete conversion cycles.

One of the most popular features of Google Analytics is data filtration. It helps save time by providing filters that you require according to IP address, date, UTM parameters, etc.  

You can also check users’ behaviour, click through rates, bounce rates, and demographics of the targeted audience, etc.

By leveraging GA for your website, you can monitor and develop strategies for other social media platforms by viewing complete conversion cycles.

Check out how to set up the new Google Analytics 4 Property!

Introduction to Adobe Analytics

Similar to GA, another tool that helps businesses understand their customers, find new insights, and identify website issues is Adobe Analytics. Adobe Analytics acquired Omniture in 2009 and rebranded it in 2012 under Adobe Marketing Cloud. 

Some of the key features of Adobe Analytics include real-time multichannel data collection, measurement of website effectiveness, and customers’ experience across different devices. 

Adobe Analytics vs. Google Analytics 

Both of these tools are used for website data analysis and are highly competitive. But both tools have their pros and cons. We will now look at the detailed comparison between Google Analytics and Adobe Analytics to determine how both are similar and different? Which is better and why? 

Based on some aspects, let us find out how Google Analytics and Adobe Analytics work.

1.Website Traffic

Both Google and Adobe Analytics provide details of website traffic and channels that bring this traffic and volume. 

With Google Analytics, you can analyse both paid and organic traffic of your advertising campaigns. It shows highly elaborated user behaviour of a website. This tool is also suitable for improving user experience by tracking key metrics acquisition, behaviour and bounce rate etc. 

Adobe Analytics can also deal with multichannel data collection and processing. So, both tools are similar concerning website traffic reports.

2.User Friendliness

Google Analytics standard tracking is compiled into a small JavaScript snippet to be placed on your website. This tool is easy to install and activates with your website, making the implementation process easy and convenient for users.

On the other hand, Adobe Analytics is comparatively harder to use and requires a command in programming and expert assistance. 

 3. Attribution Model

The aim of the attribution model is to allocate and value each touch-point in the customer’s conversion path as the attribution model. For example, your customer may view your products on a social media site and, after some time, search for them on your website. To indicate and track such conversion pathways, Google Analytics does have better multi channel funnels. 

In contrast, Adobe Analytics does not provide advanced attribution modelling. AA does not provide a wide variety of tool-sets to create more customised tracking to capture a full marketing journey 

It is still limited to First Touch and Last Touch attribution models.

4. E Commerce Tracking

For e-commerce stores, robust structured reporting is essential, including other features such as add-to-cart and product impressions. 

Such eCommerce tracking is much better in Adobe Analytics than Google Analytics. Adobe Analytics’ predefined and structured reports allow more flexible and detailed audit for eCommerce clicks, conversion cycles and potential customers. 

5.Report Building

Google Data Studio tool connects with Google Analytics and other data sources for building reports. The reports in Google Analytics do not allow drag and drop options making sharing of reports difficult. Whereas, Adobe Analytics plugin tool for MS excel data and the drag and drop option make the information sharing process more convenient. As a result, businesses can share their analytical reports without providing back-end access.


Google Analytics is free of cost, making it the smartest choice for many businesses. 

Google Analytics 360 has been recently introduced, and this is a premium paid version of Google Analytics, which provides more accurate and elaborated audit reports. On the contrary, Adobe Analytics is a paid tool from the beginning. It costs around $500 per month. 

7.Data Storage

Adobe Analytics does provide businesses with customer lifetime data storage, whereas Google Analytics provides it for 24 months only. AA can also store cookies for around 15 years, whereas GA stores cookies for one month. This means that by using Adobe Analytics businesses can focus on their customers for longer time periods.

Learn how to do more with Google Analytics by discovering its “Lifetime Value Report

8.Personal Data

AA also provides businesses with visitors’ data like email address, while GA does not capture such personal information. But GA does provide you with the gender, age, and demographics of the visitors. With personal information of targeted audience businesses can advertise through other channels as well e.g email marketing.

9.Goal Tracking

Adobe Analytics can track hundreds of goals simultaneously, and Google Analytics can only track four goals. But the advanced premium and paid version Google Analytics 360 removes this difference. Google Analytics 360 provides unlimited data, access to raw data, sampled reporting and full time customer support.  Google Analytics 360 provides an advanced attribution model hence optimising goal tracking along with a data- driven model.

10. Integration 

AA integrates with Adobe Target for A/B testing and Advertising Analytics for Ad system integration. This integration delivers summarised data of Clicks, Cost, Average Position, keyword campaigns etc. Other Adobe Analytic Integrations include Adobe Campaign, Adobe Experience Manager and Data Connectors. 

On the other hand, GA Integrates with Google Optimise for A/B testing. For Ad system integration Google Analytics can combine with Ad Sense, Ad Exchange, Google Ads, Ad Manager and many others. Businesses can also integrate Salesforce with Google Analytics for unified CRM data.

Speaking of integration, check out how Marketing Attribution & CLV can be integrated through AI.

In a Nutshell 

The decision for the best tool isn’t a straightforward one. It depends widely on your business goals, budget, and expert resources. 

You must know that Google Analytics works on a real-time basis, so it supports immediate business decisions. It also provides businesses with organized business reporting tools. Google Analytics is best for startups and companies looking for web analytics features. It is also a relevant tool for blog oriented websites. 

The upgraded version of Google Analytics 360 has managed to toughen the competition again. But, if you are a small business and want the free and accurate analysis of your website on your own, then Google Analytics should be your option.  

But if you are willing to invest in advanced e-commerce and technical analytics, Adobe Analytics is the better option. Businesses will require AA reporting experts, but it will provide you with efficient third party collaboration and customer support. 

At the end of the day, the platform you choose depends on the nature of your business. 

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