Google Analytics vs Adobe Analytics, what’s the difference?

February 21, 2019

When you think about obtaining information about user behavior on your website, you ask yourself, what tool to use? Or which one will give you the best results. There is a way to find out, and here we will help you by showing you some differences that may exist between these two analysis tools.

First, you should know that Google Analytics acts almost like a standard for web analytics before you realize that there are other tools with the same purpose.

Each of these tools helps you measure the performance of your website, track user behavior, and gain insights to grow your business.

But is it worth switching from one to the other? You will decide it yourself.

Tools overview

Google Analytics

This is a web analysis tool that helps you better understand your visitors and their behavior. 

With this tool you can track the web traffic of your site, show information about the pages your users see, what browser or device they used, what country they are from, and other data.

Also, it enables additional tracking features, such as e-commerce tracking. You have an advanced configuration that can be set up manually to track certain button clicks, file downloads, form conversions, and more.

Adobe Analytics

This is part of the Adobe Marketing Cloud suite of solutions. It presents a unique measurement method focused on understanding your customers on a more personal level, with insights into what they want, need, and believe.

The tool can handle a large volume of website traffic and you will always get an accurate picture of your site's performance.

Plus, you can use its drag-and-drop functionality to extract whatever type of data you need without going through individual reports. 

You can segment your data and discover your high-value audience.


Target user

Google Analytics
  • More oriented to small and medium-sized companies, where the capacity of visits is not very large.
Adobe Analytics
  • Companies with high visitor volumes. They take better advantage of its functionalities.

Payment plans

Google Analytics 
  • Google Analytics is free and has a limit of 10 million visits per month. 
  • Google Analytics 360 is a paid service that starts at $ 150,000 per year and comes with a service level agreement and warranties covering data collection, data updating, data reporting, higher data processing limit, and access to dedicated support specialists.
Adobe Analytics 
  • Adobe Analytics does not offer any free version of the tool and the cost can start at $ 100,000 based on the total number of visits you have in a year.

Implementation and integration

Google Analytics 
  • Google Analytics has a faster and easier implementation.
  • We can easily integrate Google Analytics with other Google services such as Google Ads, Google Optimize, Google AdSense, and Google Search Console.
Adobe Analytics 
  • Adobe Analytics implementation is noticeably more complex.
  • It offers built-in data connectors that allow you to get data from emails, e-commerce, advertising platforms, SEO, and more. And it easily connects to Adobe's Experience Cloud.

Views and sessions

Visits on both platforms usually expire after 30 minutes of inactivity.

Google Analytics 
  • Google Analytics views expire after 23:59. If the user is still active on the site after 24:00, it creates an extra session.
  • Manual session override: You can use the Session Control option to start or end a session manually.
Adobe Analytics
  • Adobe Analytics counts next-day visits as part of the same individual visit.
  • Manual session override: You can’t end Visits manually in Adobe Analytics.

Ecommerce tracking

Google Analytics
  • Google Analytics has its unique e-commerce configuration besides having advanced functions (enhanced eCommerce), where you can evaluate the complete user journey before a purchase process.
  • Its pre-defined reports cover the information you need to know to have a deeper analysis.
Adobe Analytics
  • Adobe Analytics does not provide you with pre-configured reports, however, you can create a Fallout report in Adobe Workspace, although it limits you a lot with deep analysis.

Reporting functionality

Google Analytics
  • Google Analytics provides great out-of-the-box, pre-configured reports to work with to measure site performance and acquisition patterns. It also has a tool dedicated to the visualization of reports (Google Data Studio).
  • It doesn’t display all reports in real-time.
Adobe Analytics
  • Adobe Analytics offers its suite of advanced visualization and reporting tools such as Adobe Workspace Report Builder (Microsoft plug-in) and Ad Hoc Analysis that connects directly to Adobe Analytics and allows you to create your custom report. Adobe Analytics lacks pre-defined reports.
  • Provides real-time data for all reports.


We leave it up to you to choose the one that best suits your company's needs. 

Remember: It's the tool that has to be adapted to your needs, not your needs to the tool.

Please comment, which tool do you prefer? 

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