Despite competition from Adobe, Google Analytics is still the most widely used web analytics tool

Adobe may have more power and Statcounter may be easier to use, but when it comes to web analytics platforms, Google Analytics is by far the most widely used.

Software reviews service TrustRadius recently published a buying guide to digital analytics tools, and it named Google Analytics as a leader across enterprise, midsize and small business market categories. Of course, much of Google’s popularity can be attributed to the fact that it’s available for free, and it offers plenty of powerful features for no cost. It also received high marks for its customizable metrics dashboards and effectiveness at tracking customers and conversions.

Here are the other strong performers in each market segment identified by TrustRadius’ research.

Small Businesses (less than 51 employees)

For smaller companies, Google Analytics was by far the most popular choice, which makes sense since firms of this size can rarely afford to spend money on analytics software, and often don’t need the complex tools available in paid solutions. While Google Analytics had far more adoptions, Dublin-based web analytics platform Statcounter received better scores from customers, who cited its easy to use user interface, attractive graphs and charts and its high level of organization. Like Google Analytics, Statcounter is also initially available for free, with more features available in paid versions.

Midsize Businesses (51 to 500 employees)

Google Analytics is still a leader in this category, but it is joined by Adobe Analytics. However, TrustRadius’ notes in its research that no company is focused on the midsize company category, which would explain why a complex and expensive tool such as Adobe Analytics received fairly average customer ratings in this segment, despite widespread adoption. TrustRadius also noted that it was common practice for a free tool such as Google Analytics to be used in conjunction with a paid platform. 

Enterprise Businesses (more than 500 employees)


For large companies, Adobe Analytics was the clear leader, with the majority of enterprise companies identifying themselves as users. Along with its focus on the enterprise, Adobe also received high marks for its integration with other web optimization tools such as Adobe Target and Adobe Experience Manager, an attractive proposition for larger customers looking for a unified suite of tools. It was also praised for its intuitive interface, powerful customer segmenting capabilities and the ease of generating and sharing reports.

TrustRadius’ buying guide to digital analytics is available for download here.

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