The web analytics market
The web analytics market has pretty much consolidated into being Google and Adobe.
If you look at it in terms of market share, obviously Google has a free tool so it dominates. Adobe wouldn’t certainly be an argument to use, unless there’s a feature you require that is not present in a free tool. Then you’re probably failing to build a business case for purchasing something at a higher price.
Adobe v. Google
Adobe and Google, paid-for tools are quite competitive in terms of features. It’s quite healthy to have two vendors in the market that are actively competing, on functionality. The reality is depending on your business requirements or the scale of your business, the pricing can stack up quite differently.
Other web analytics tools
So I think there’s no right or wrong that says, one is better than the other. So I think there’s a lot, there are lots of tools out there that can be very useful for addressing a specific need or something where you need some deeper insights.
Tools like Crazyegg or Hotjar – if you’re trying to very much understand how do people interact within a page, what are, kind of heat maps within a page, or if you’re trying to replay where people were having issues with, certain parts of the process.
For example, other tools like feedback tools can be exceptionally valuable, web analytics tools don’t tell you what people were thinking, and sometimes you need to ask.
Testing tools very valuable in terms of running experiments. I think it’s often very common for people to have kind of a good set of tools, depending on the different types of tasks they’re trying to achieve.