Historically the differences between Google Analytics and Adobe Analytics were not that vast. There has always been a core set of differences in analysis capabilities as well as activation options directly into the Google ad network. Still, beyond that, they fundamentally served a very similar purpose. Since the evolution of the Adobe Experience Platform and the Google Marketing Data Warehouse, the products have taking an increasingly divergent path.
Now that Google is mandating a move from Universal Analytics to Google Analytics 4 (July ’23 for non-paying and July ’24 for paying customers) it is certainly time to rethink whether it should be an ‘OR’ question between these two technologies and why. DMPG has decided to take the lead and conduct a full analysis of both solutions, focusing on 3 core areas aimed at providing Decision Makers, & Analysts clarity on what solution is best for the business:
- Security, Privacy & Governance
- Solution Capabilities
- Longevity – wider tech stacks
Key decision information included in this white paper: