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Head-to-head · Web Analytics Tools

Google Analytics vs Adobe Analytics

  • Updated Nov 2026
  • Both researched from official sources
  • 5 checks side by side
Higher score Google Analytics #1 in Web Analytics Tools 9.4/10 Free plan Free plan✓ 4 of 5 features Visit Analytics
Adobe Analytics #3 in Web Analytics Tools 9.0/10 Pricing on request ✓ 4 of 5 features Try Adobe Analytics

Google Analytics leads on 1 check, Adobe Analytics on 0, and 4 are even. Who comes out ahead on the 5 yes/no, price and count checks where we have data for both products. The editor score weighs everything else too.

Our verdict

  • Highest scoreGoogle Analytics · 9.4/10
  • Free planonly Google Analytics

Google Analytics scores higher on our rubric for web analytics tools: 9.4 against 9.0 out of 10; our editors rank them #1 and #3.

Google Analytics offers free plan; Adobe Analytics doesn't. On data retention, Adobe Analytics gives you Standard where Google Analytics offers Limited.

Google Analytics is the better fit for broad, cross-platform analytics at no cost. Adobe Analytics is the better fit for enterprise analytics in Adobe ecosystems.

  • Google Analytics fits best

    Broad, cross-platform analytics at no cost

  • Adobe Analytics fits best

    Enterprise analytics in Adobe ecosystems

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Side by side

Feature Google Analytics 9.4/10 Visit ↗ Adobe Analytics 9.0/10 Visit ↗
At a glance
Editor score 9.4 9.0
Ranking #1 in Web Analytics Tools #3 in Web Analytics Tools
Best for Broad, cross-platform analytics at no cost Enterprise analytics in Adobe ecosystems
Pricing model Free plan + paid Paid
Starting price — —
Free plan ✓ (best) —
Free trial — —
Deployment Cloud, Mobile Cloud, Mobile
Platforms Web, iOS, Android Web, iOS, Android
Support Docs, Community Docs
Integrations 9 integrations 11 integrations
Built for Small business, Mid-market, Enterprise Mid-market, Enterprise
Features Google Analytics 4/5 · Adobe Analytics 4/5
Event tracking ✓ ✓
Conversion funnels ✓ ✓
Session recordings Not checked yet Not checked yet
Ecommerce tracking ✓ ✓
API access ✓ ✓
Specs
Monthly visitor limit Not checked yet Not checked yet
Data retention Limited Standard
Our review
Pros
  • Free GA4 properties support website and app measurement
  • Funnel, path, cohort, attribution, and ecommerce reporting
  • Extensive Google integrations plus BigQuery export and API access
  • Deep behavioral, funnel, pathing, attribution, and predictive analysis
  • Supports web, mobile, ecommerce, API, and custom event data
  • Connects with Adobe Experience Cloud and major business systems
Cons
  • Standard properties retain data for up to 14 months
  • Analytics 360 uses sales-led enterprise purchasing
  • Broad capabilities may require configurable event collection
  • Pricing requires contact with sales and customized quotes
  • The default 25-month retention period varies by contract
  • Its broad enterprise scope may exceed smaller teams' needs
Our verdict

Google Analytics is a web and app analytics platform for businesses, marketers, and product teams. GA4 properties collect interactions from websites and applications, then organize them into reports covering acquisition, engagement,…

Read the review →

Adobe Analytics is an enterprise digital analytics product for marketing, analytics, and business teams. It collects behavioral data from websites, mobile apps, and other digital interactions, then supports analysis through configurable…

Read the review →
  1. Google AnalyticsWeb Analytics Tools 9.4Free plan
  2. Adobe AnalyticsWeb Analytics Tools 9.0Pricing on request

Strengths and trade-offs

  • Google Analytics — where it wins

    • Free GA4 properties support website and app measurement
    • Funnel, path, cohort, attribution, and ecommerce reporting
    • Extensive Google integrations plus BigQuery export and API access

    Where it doesn't

    • Standard properties retain data for up to 14 months
    • Analytics 360 uses sales-led enterprise purchasing
    • Broad capabilities may require configurable event collection

  • Adobe Analytics — where it wins

    • Deep behavioral, funnel, pathing, attribution, and predictive analysis
    • Supports web, mobile, ecommerce, API, and custom event data
    • Connects with Adobe Experience Cloud and major business systems

    Where it doesn't

    • Pricing requires contact with sales and customized quotes
    • The default 25-month retention period varies by contract
    • Its broad enterprise scope may exceed smaller teams' needs
  • Google Analytics9.4/10 · Free plan

    A broad, no-cost analytics platform covering web, app, marketing, and ecommerce measurement.

    Visit AnalyticsFull verdict →
  • Adobe Analytics9.0/10 · Pricing on request

    A deep Adobe-centered analytics suite for teams that need behavioral, funnel, and attribution analysis.

    Try Adobe AnalyticsFull verdict →

More comparisons

All web analytics tools comparisons → · Full ranking →

Reviewed by iTechGuides Editors · Editorial team · Updated Nov 2026

Last updated · How we research and update