Adobe Analytics Vs Google Analytics

Adobe Analytics and Google Analytics are two of the most popular web analytics tools used by top organizations to monitor their performance, user behavior, and other vital metrics. While both platforms serve the same purpose, there are some notable differences that you should know before choosing the tool.

This blog will help you know the significant differences between Adobe Analytics and Google Analytics. Before we jump into a head-to-head comparison of Adobe Analytics and Google Analytics, let’s first look individually at them and establish what they are. We’ll tackle Adobe Analytics first.

Table of contents:

  • What is Adobe Analytics?
  • What is Google Analytics?
  • Adobe Analytics vs Google Analytics
  • Which is better: Adobe Analytics or Google Analytics?

What is Adobe Analytics?

Adobe Analytics is a web analytics tool developed by Adobe Systems. It is a part of the Adobe Marketing Cloud suite for analyzing the effectiveness of websites and apps, customer behavior, and how to maximize digital marketing efforts.

The key features of Adobe Analytics are customizable dashboards, data visualization, advanced segmentation, mobile app tracking, and social media analytics. 

Adobe Analytics gives businesses a complete range of marketing capabilities and integrates with other Adobe Marketing Cloud products, including Adobe Experience Manager, Target, and Campaign.

Related Blog: What is Adobe Analytics

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What is Google Analytics?

Google Analytics is a web analytics tool provided by Google to analyze website traffic and user activity. Mainly, website owners and digital marketers use this tool. It provides a wide range of information on website visitors, such as their visitors, the websites they visit, how long they stay, and the actions they take. Through this data, website owners make well-informed decisions about their websites' design, content, and advertising.

Both free and paid versions of Google Analytics are available. The free version provides many features that are ideal for most small and medium-sized organizations. Google Analytics 360, the premium edition, provides more features and support for larger businesses and high-traffic websites. Overall, Google Analytics is widely used by businesses of all sizes to inform their online strategies.

Adobe Analytics vs Google Analytics: Key differences

To differentiate between the two approaches, it’s best to use a well-defined set of criteria, as shown below:

1) Data Collection:

This is one of the significant differences between Adobe Analytics and Google Analytics in how they collect the data.

Adobe Analytics uses a first-party cookie-based tracking system, while Google Analytics uses a third-party one. This means Adobe Analytics demands users install tracking scripts on their website, whereas Google Analytics uses the default code provided by Google to track the website traffic.

2) Data storage

Both Adobe Analytics and Google Analytics store data in similar ways.

The analytics tool gathers information when a person visits a website with the tracking code installed and sends it to the relevant server. Following processing, the data is saved in a database where it may be analyzed and reported.

The format of the data used by Adobe Analytics is called "hit-level data." This implies that every online interaction, such as a page view or a click, is recorded separately in the database. Hit-level data makes it possible to analyze user behavior in detail and might help figure out how people are interacting with specific homepage elements.

In Google Analytics, data is stored similarly, but it is organized into tables that reflect various categories of data, including pageviews, events, and e-commerce transactions. Users of Google Analytics may also create custom metrics and dimensions, which can be used to store information already gathered by the default tracking code.

3) Data Accuracy

While both Adobe Analytics and Google Analytics are trustworthy tools for monitoring website traffic and user activity, there are variations regarding the accuracy of the data they produce. 

Google Analytics tends to overstate metrics like pageviews and unique visitors, but Adobe Analytics tends to be more accurate in tracking user behavior across various devices.

4) Data Connectors

Adobe Analytics and Google Analytics use different data connectors to collect and analyze data.

Adobe Analytics often employs JavaScript tracking code deployed on each web page to monitor user behavior. It also has several different data connectors that may be utilized to import data from various sources, including CRM applications, email marketing platforms, and offline data sources.

Google Analytics, on the other hand, uses a JavaScript tracking code to collect data from websites as well. However, it also provides various data connectors that may be used to import data from other sources, such as Google Ads, Google Search Console, and Google BigQuery.

5) Flexibility 

Regarding flexibility, Adobe Analytics may have a slight edge over Google Analytics.

Adobe Analytics offers a more customizable and flexible platform, which allows users to create customized reports, dashboards, and visualizations. Additionally, it offers a variety of data gathering options and data interfaces with other Adobe Marketing Cloud tools, which can assist companies in getting a more complete picture of their digital marketing initiatives.

Conversely, Google Analytics has a more straightforward user interface and offers a standardized way to perform web analytics. Startups or those just starting with web analytics could find it more suitable.

6) Customization

Both Adobe Analytics and Google Analytics allow for some degree of customization. However, the possible customization level may differ between the two platforms.

Google Analytics offers a variety of customization options, including the ability to build custom reports, establish custom dimensions and metrics, and build custom segments. You can also use Google Tag Manager to tailor tracking for particular website occurrences.

Similarly, Adobe Analytics provides various options, including designing unique metrics, segments, and reports. Additionally, "Data Workbench," a component of Adobe Analytics, enables more complex customization and analysis of your data.

7) Pathing

Both Adobe Analytics and Google Analytics allow pathing analysis to track user behavior flow on a website. However, there is some difference in how pathing is implemented and displayed in each tool.

In Adobe Analytics, pathing analysis is called "Fallout" and is located under the "Flow" section of the tool. You can use Fallout to see how visitors go through pages or steps on your website. To track particular paths or actions, you may create specific fallout reports, and you can also apply filters to the report to refine the data.

Pathing analysis in Google Analytics is referred to as "Behavior Flow" and is found in the "Behavior" section of the tool. By visualizing users' paths from one page to another, Behavior Flow enables you to understand how visitors interact with your website. The number of users who quit the flow at specific points can also be shown.

While Google Analytics Behavior Flow is typically considered more user-friendly and straightforward to read, Adobe Analytics offers more customizability when producing fallout reports. 

8) User Interface

Another significant difference between Adobe Analytics and Google Analytics is the user interface. 
Adobe Analytics has a more complex and feature-rich user interface, which can make it more difficult for beginners to operate. On the other hand, Google Analytics has a more straightforward and user-friendly interface, making it easier for users to navigate and understand.

9) Integration

Adobe Analytics and Google Analytics offer integration with other tools, such as data visualization tools and marketing automation platforms. 

Adobe Analytics, however, has more pre-built integrations than Google Analytics, making it a better option for companies who need to integrate with a wide range of other tools.

10) Support 

Both Adobe Analytics and Google Analytics offer firm support and customer service options.

Depending on the user's subscription level, Adobe Analytics has a dedicated support team and offers various levels of assistance. Adobe also provides an extensive knowledge base, community forums, and training resources.

Similarly, Google Analytics offers a wealth of documentation, community support, and online training courses. Google also provides dedicated support for enterprise-level users and users with paid subscriptions.

Ultimately, the level of support you receive from either platform depends on the unique needs of your business and the type of subscription you possess. 

11) Cost

Another difference between Adobe Analytics and Google Analytics is the cost. 

Adobe Analytics is generally more expensive than Google Analytics, particularly for larger businesses requiring more advanced features and customizations. Google Analytics, on the other hand, offers a free trial version and a paid version that is more affordable than Adobe Analytics for all sizes of businesses.

Adobe Analytics or Google Analytics Pros And Cons

Both solutions provide a variety of features and functionalities that can assist companies in enhancing their online performance. The decision between Adobe Analytics and Google Analytics ultimately comes down to your unique requirements and financial constraints. 

Adobe Analytics can be a better option if you need advanced customization and flexibility. On the other hand, Google Analytics might be a better choice if you want a free solution and need basic web analytics features.


In this article, we defined what Adobe Analytics and Google Analytics are, covered how they work, and the critical differences between them. Finally, based on the information taken as an aggregate, we showed you how to choose best between them.

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By Tech Solidity

Last updated on January 24, 2024