TECH & More…

Omniture vs. Google Analytics

Posted on: August 4, 2010


Omniture or Google Analytics? Which is better? Should one pay for the extensive fancy features of Omniture or simply go for a simple to use Google Analytics? …

There are many question like the one listed above that almost everyone asks when making the decision about selecting the web analytics tool. The answer to these questions differs from site to site depending upon size of site, the need of reporting and above all the budget.

Following is a high level comparison of  Omniture vs. Google

COST

Omniture:

  • Omniture can be very expensive depending on the site traffic.

Google Analytics:

  • FREE for up to 5 million page views per month. There is no limit of page views per month for sites with active adwords account.

AVAILABILITY OF DATA

Omniture:

  • Data is real-time

Google Analytics:

  • Data availability varies and the lag time is anywhere from 1 to 24 hours. Google recommends looking and debugging analytics setup on site  if the lag time exceeds 24 hours. Per GA help – “Google Analytics generally updates your reports every 24 hours”

COOKIE LIFETIME

Omniture:

  • 15 years. Returning visitors are tracked better here due to the lifetime of cookie.

Google Analytics:

  • 30 days

DASHBOARDS

Omniture:

  • NO Built-in Dash Board
  • Multiple dashboards per Report suite – Many dashboards can be created for different level of Omniture users and management
  • The dashboard reports can be viewed for different timeframes by simply changing the date/date range in the calendar.

Google Analytics:

  • Built-in Dashboard for Reports
  • One dashboard per site/ report account.
  • The dashboard reports can be viewed for different timeframes by simply changing the date/date-range in the calendar
  • All reports in the dashboard can also be compared to the same time interval in the past.
    For example: A time interval of last 10 days can be compared to the stats of the previous 10 days from the selected interval.

DASHBOARDS AND REPORT DISTRIBUTION/DELIVERY

Omniture:

  • Dashboards can be emailed/FTPed or shared with Partners in Excel, PDF, HTML and WORD formats. These files can be compressed (.zip).
  • The delivery of dashboards can be scheduled to
    – Hourly
    – Daily
    – Weekly
    – Monthly
    – Every “n” number of days.
    – Every weekday
  • Specific time can be specified for the delivery of the dashboard/report. For example: Every weekday at 3:00AM
  • The distribution of dashboard can be restricted to end after certain number of occurrences or after a certain date.
  • A report or Dashboard can be “compressed (zip)” and exported from Omniture in the following format:
    – EXCEL
    – PDF
    – WORD
  • File can be renamed and comments can be added to the header of the file.

Google Analytics:

  • Dashboards cab be emailed in PDF, XML, CSV for Excel, CSV and TSV  formats. These files CAN NOT be compressed (.zip).
  • The delivery of dashboards can be scheduled to
    – Daily (every morning)
    – Weekly (every Monday)
    – Monthly ( 1st day of each month)
    – Quarterly (1st day of each quarter)
  • Time and duration for the delivery of dashboard cannot specified.
  • A report or Dashboard can be exported from Google Analytics in the following format:
    – PDF
    – XML

USER MANAGEMENT

Omniture:

  • Different level of users can be created and can be assigned to different report accounts using one interface.
  • User groups can be created with customized access to view different reports and Site Catalyst tools like Traffic, Conversion, Pathing , Test and Target, Search Center, Admin Console etc.
  • User contact information as well as company information is stored along with email address, first and last name.

Google Analytics:

  • Only 2 types of user access:
    – Read-only
    – Administrator
  • GA does not have a single interface to create/modify and delete users. Users should be added to each report account individually.
  • No interface for creation of user groups.
  • User must have a Google account to access the reports. No other user information is stored except for email address, First and Last name.

DATA IMPORT

Omniture:

  • Offline Data can be imported to Omniture by Data Sources. For example: offline order information can be imported to get a complete report of online and offline sales.
  • Data from 3rd party companies can also be imported via Genesis like email clicks, opens etc from a 3rd party email service provider.

Google Analytics:

  • Data cannot be imported to Google analytics.

DATA EXPORT

Omniture:

  • Data can be exported to Excel via excel client for Omniture.
  • Data can be easily segmented and extracted in different formats by Omniture data extract. Once a Data extract is created , it can be scheduled to run periodically and the files can be emailed or ftped to a remote server.

Google Analytics:

  • There are a few 3rd party tools available to export data from Google analytics. Data can also be exported by using the Google API.
  • Individual reports can be exported and schedules but Google does not provide much flexibility in correlating data.

SITE OVERLAY TOOL

Omniture:

  • Omniture’s “ClickMap” is the site overlay tool that enables the user to view the popularity of different sections/links of a page. This tool is downloaded and installed on users’ computer. Users usually experience a delay when using this tool for to view stats for more than a day.

Google Analytics:

  • HeatMap or Google Site Overlay does not require installation on users’ computer and gives much better click/goal reporting. This tool also allows the user to view the data for past 2 years.

CUSTOM VARIABLES AND EVENTS

Omniture:

  • Omniture provide a significantly greater number of custom traffic and conversion variables as well as custom events. The number of custom variables depends on contract but usually there are
    – 30 traffic variables (props)
    – 30 Conversion variables (eVars)
    – 80 Custom events

Google Analytics:

  • Compared to Omniture, Google only provides 5 custom variables that can be used for Visitor, session or page level.
  • A goal in GA is an event or activity that is important for the business. In GA you can define 4 sets of 5 goals.

PATHING/NAVIGATION

Omniture:

  • There are at least 20 different navigation reports available in Omniture.

Google Analytics:

  • Few navigation reports include Entrance Path and Navigation Summary.

MOBILE TRACKING

Omniture:

  • Omniture provides extensive mobile tracking report like devices, manufacturer, screen size, screen height, cookie support, image support, operating system , java version, video support etc.

Google Analytics:

  • GA has also recently introduced mobile tracking and gives enough information, however Omniture has much more.

CALCULATED METRICS

Omniture:

  • Omniture gives the ability to create multiple custom metrics like entry rate, entry to exit ratio, order conversion, abandonment rate etc.

Google Analytics:

  • This feature is not available in Google Analytics.

APPLICATION/CUSTOMER SUPPORT

Omniture:

  • Omniture has 24/5 customer support. Support can be contacted via phone, email or live chat. Each account also has a dedicated account manager.

Google Analytics:

  • Since it is a free tool therefore there is no customer support available except for getting information from forums and blogs.

ROLLUP AND MULTI-SUITE TAGGING

Omniture:

  • Multiple report accounts can be aggregated by
    – Multi-suite tagging
    – Rollup report suite
  • Multi-suite tagging allows you to track overall page views, unique visitors, and to perform correlations for different traffic segments.
  • Rollup accounts provide limited features and data is delayed for about 2 days. Data is also not de-duplicated.
  • Both of the above have associated COST.

Google Analytics:

  • Analytics does not have the roll-up capability, but its ability to display metrics for a specified group of sites together allows the user to do similar analysis. This data can be sorted by day, week, month and year and the user will also see the percentage change from the previous time period. Google also has a multi-tagging feature to gather traffic data for multiple sites.
  • The key advantage for Google is that all of this is available for FREE.
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