Popular Web Analytics Tools

The growing number of internet users and visitors on webpages come with a complex data and mixed sources. As a result of that, analysing online user behaviour and website performance becomes crucial in order to improve website success regardless of your KPI type. Today’s crowded digital world might challenge you for analysing all sources and gaining any insight from it. Web analytics tools in the market have been mastering on it by adding new functions, features and serve a handful of options to not fall behind of the market’s speed. As there are over 200 analytics tools in the market, this article discusses and compares distinct and important features of main web analytics tools: Google Analytics, Google Analytics 360, Adobe Analytics and Amplitude. 

Google Analytics Standard

Google Analytics is a nice free web analytics tool for new-starter websites. If your website is starting to get traffic recently and your main metrics are based on session numbers, Google Analytics itself covers your needs. By the time your website becomes popular, then there are some important points that need to be considered in the updated version.

When your business has reached in a growth period, data freshness has an amazing significance and effect on quicker results. Whereas Google Analytics refreshes the data between 12 and 48 hours, in GA 360 it enhances this process to 10 minutes (up to an hour) for most reports. Another issue with Google Analytics is sampling. The free version of Google Analytics is subject to sampling property sessions that are higher than 500,000 sessions within the date range. In this case, Google Analytics analyzes users by focusing on only a specific percentage of total traffic. You can learn more on Google’s support page. The property limit might be a problem in a growing business, as well. Google Analytics Standard the total number of properties can go up to 50, and the view for each property is up to 25. On the other hand, Google Analytics 360 offers more than 50 properties along with 400+ views per property.

Google Analytics 360

The premium version Google Analytics 360 (GA360) is the paid version of Google Analytics. GA360 is part of Google Marketing Platform that provides other supportive in house marketing tools in its ecosystem such as Data Studio, Search Ads & Display Ads 360 etc. Best part of it, when you are a paid user of GA 360, you will also have access to these tools for free. Even if working with non-Google side tools is your first choice, most of those tools have an auto-integration option with GA, which means you don’t need to spend more than 30 min and have technical knowledge on working on new tool accesses to GA. -Adobe analytics has nor focussed on attribution as much as GA, yet it has still features to allow you to attribution analysis. 

Regarding the sampling issue of GA Standard, the reports are free of sampling up to 100 million sessions in whatever date range you are looking for.

Google analytics 360 is more designed for marketing and growth, therefore the attribution field is more functional. Attribution Model with its support for multi-channel funnels is a strong soldier of GA 360 in the marketing field. 

Since November 2017,  the integration between Google Analytics 360 and the Salesforce Sales and Marketing Clouds is also a strong player for marketers. This integration helps marketers to gain greater insights and data exchange in order to segment users properly for better personalization and improve higher LTV.

Adobe Analytics 

Adobe Analytics is preferable by bigger enterprises, as they have a large amount of data with complex structures. It is usually compared with GA 360. Although it has some advantages over GA 360, needless to say, the focuses of Adobe Analytics and GA 360 are different. Adobe Analytics uses analytics for product improvement whereas GA 360 works for better and more detailed marketing structures.

Adobe Analytics is more flexible for users who need their own custom, it has a high level of customization. By simply dragging and dropping of dimensions, the panel provides comfortability for working with complex analysis and structure. 

For most of the marketers, Adobe Analytics is visually very appealing, user-friendly and easy to use for creating various charts and graphs. It helps them to be more understandable in their reports and prove their point of view. For instance, funnel reporting in Adobe Analytics includes any specific action you want to pick. Let’s say if you want to check funnel structure for any specific page, you can add visitors to this page together with cart add up and check out actions on your funnel report.

Although even premium Google Analytics apply sampling after a significant amount of session, Adobe Analytics doesn’t use sampling method. Since it system doesn’t filter and make an assumption based on the whole data, a high level of audience segmentation and filtering may take longer than GA 360.


Amplitude is one of the attractive web and mobile analytics tools with cross-platform user journey tracking, user behavior analysis and segmentation capabilities. It provides scalable analytics charts and comprehensive funnel analysis as it has an event-focused approach to data collection. A clear path analysis -even based on individuals- allows you to understand event streams and underlying behaviours of your users.

Amplitude’s panel is very customizable and user friendly. Opposite of Google Analytics’s default panel, you are able to start with the event you want to look at and then you can refine your audience. In Amplitude, you can also share any chart with your teammate by copying its link from the browser.  If they change the chart and it will just auto-generate a new link,and it won’t write over your original.

Although Amplitude has strength in exploring the customer acquisition behind any specific event, it has some lack of providing the view of website content. As Google Analytics provides also content analysis to understand which parts of your website are performing well, which are not, Amplitude doesn’t support site search and keyword tracking for webpages. 


All of the web analytics tools above are powerful platforms to obtain valuable insights to your website performance. Each of them has their unique way of working and advantages. For that reason, choice of web analytics platform requires a set of considerations: your business type, product roadmap, other tools you are using, why you need that specific tool, where they are going to use it etc. Before deciding which one is best for your business, you need to compare web analytics tools, dig deep into their structure, contact their customer support, benefit demos and find out how to apply them to your website.

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