The most obvious difference that Google
Analytics is free, while SiteCatalyst is not. The free version of
Google Analytics will process up to 10 million hits per month, which
is sufficient for most small businesses. For larger customers,
Google offers a premium version which gives the customer access to
more data (up to 1 billion hits per month), dedicated customer
support, and more customization ability (1). Google Analytics
premium pay a flat licensing fee of $150,000 per year. SiteCatalyst
does not impose a monthly hit limit on its customers, but their
licensing fees depend on their traffic volume and service level so
the greater the volume, the costlier the service (2).
Both tools offer a similar mix of
features and capabilities. Clients can measure their web-site
activity in real-time, see which sites users are visiting, and view
how they arrived at the site. They can view historical data, monitor
trends in site traffic, and set up alerts to notify them if traffic
patterns change drastically or if certain thresholds which the user
can specify are met.
They both come with a
number of pre-built reports and dashboards but also allow users a
lot of flexibility to build their own custom reports and dashboards
if the out-of-the-box reports don't meet their needs (3,4).
Users can choose which dimensions they
wish to report on and which metrics they wish to gather on those
dimensions. If you don't know what dimensions and metrics are (like
me before researching this blog post), a dimension is simply an
object such as a web page, a screen, or a browser. A metric is a
measurable number such as screen views or visit duration which
describes a dimension. For example, a company may want to see how
many views and transactions they receive from their referring
websites. In this case, the dimension is referring website and the
metrics are page views and transactions.
Each tool comes with a number of basic
dimensions, like the ones described above. Sometimes, though, users
would like to define their own custom dimensions and metrics to
report on. Both tools let users define their own dimensions and then
segment their data and build reports based on these. Users can even
build reports that compare traffic patterns between segments. Google
analytics' website gives an example of how this is done (5). In this
example, the customer creates two custom segments based on a URL
identifier in the site: men's products and women's products. After
the segments are created they can use them in reports. In the
example, the report compares the men's and women's clothing segment
based on visits, page views, pages per visit, bounce rate, average
time on site, or percentage of new visits.
While both tools offer a similar mix of
capabilities as noted before, Google Analytics is generally
recognized as being more intuitive and easier to use. As discussed,
though Google allows some customization of metrics, it is limited
compared to SiteCatalyst and somewhat inflexible in the way it
detects traffic. SiteCatalyst on the other hand allows users a great
deal of freedom to set up variables to categorize and detect traffic however they would like. The
downside being that it requires more front-end setup and a more
experienced IT staff to use. (6).
Given Google Analytics' price (free),
ease of use, and simplicity to set up, it is the choice for small
businesses and startups who don't have the money to spend on
licensing or IT staff and don't have the time to learn, install, and
customize a complex piece of software. SiteCatalyist is the choice
for large businesses who need the flexibility and granularity that it
provides and have the resources needed to implement it.
1. http://www.google.com/analytics/premium/index.html
2. http://www.neboagency.com/blog/google-analytics-premium-vs-sitecatalyst/
3. http://www.google.com/analytics/index.html
4. http://www.adobe.com/products/sitecatalyst.html
5. http://support.google.com/analytics/bin/answer.py?hl=en&answer=1011785&topic=1032940&ctx=topic
6. http://ppcwithoutpity.com/omniture-sitecatalyst-versus-google-analytics/
2. http://www.neboagency.com/blog/google-analytics-premium-vs-sitecatalyst/
3. http://www.google.com/analytics/index.html
4. http://www.adobe.com/products/sitecatalyst.html
5. http://support.google.com/analytics/bin/answer.py?hl=en&answer=1011785&topic=1032940&ctx=topic
6. http://ppcwithoutpity.com/omniture-sitecatalyst-versus-google-analytics/
Great comparison. I actually use both of these analytics platforms at my current job and definitely have a love-hate relationship with SiteCatalyst. I do love the ease of use in Google Analytics, but I would definitely say SiteCatalyst has more features and capabilities. But it should since you have to pay an arm and a leg. For just starting out in Analytics, I'm impressed with your accurate depiction of both platforms.
ReplyDelete