Google Analytics
“Google
Analytics (product) is a free
software-as-a-service web analytics product developed, offered and maintained
by Google. The product's origins lie in Google's acquisition of Urchin, a web
analytics product that remains in existence today; Urchin is a premium (paid)
web analytics product that is not hosted (SaaS) but rather installed by the
customer on the hardware of their choosing. Google Analytics excels at showing visitor behavior on the
visit level, which is to say that it offers spectacular counts of visits,
visitors and completed events (as configured) for any date range.” (Odonnell,2011).
Google
analytics allows you to create goals in order to measure interactions,
audiences, and visitors to your site to better understand your audience and how
they view what you are trying to communicate. For example, Belk a southern
based department store can measure where their audience generates from along
with the effectiveness of their marketing campaigns. Google analytics also
allows you to track events in order to see how your audience is interacting
with your site and also allows you to see if there are any errors on your site
that may prevent the audience from experiencing the full effect of your website
or experiencing site errors. Another great aspect of Google analytics is the
segmentation features. “This
feature allows you to filter the data in the reports you see to only include
visitors meeting certain criteria. It is the tip of the iceberg, but to give
you an idea of the power of this feature, such criteria might include: where
visitors came from, what content the visitors saw first during that visit, what
time of day they visited, where the visitors live, how many pages the visitors saw.
“(Odonnell,2011).
HubSpot
“HubSpot
is a platform that brings together every possible marketing and distribution
tactic you need in order to attract and convert leads on your website. This is
often referred to as inbound marketing. Rather than push unwanted traditional
marketing messages to an unsuspecting audience through outbound methods (– i.e.
direct mail, print and TV advertisements, cold calling, etc.) inbound
strategies focus on attracting the right type of prospects to you. Inbound marketing tools and tactics include:
blogging, social media, search engine optimization,
and landing pages. HubSpot allows you
to do all of these things using the software, and provides tools for doing them
successfully. Sure, I could've simply drafted up this post and hit publish with
little regard for optimal performance, but HubSpot makes that easy to do.”
(Bonini,2014). HubSpot allows you to convert leads by optimizing each page in a
concise manner segmenting and targeting specific audiences, this platform
allows you to do this all with one tool.
In addition, HubSpot is constantly growing and is committed to the
customer.
Comparisons
Google analytics and HubSpot can play nicely together
making them both ideal for analyzing specific metrics that each platform has
strengths in. Both platforms can provide website visits, page interaction, referral
sources, and conversions. Based on my research as I am not familiar with the
HubSpot tool and just familiarizing myself with the Google analytics tool there
are many more differences then comparisons. Both tools provide useful
information but the consensus seems as if Google analytics is more utilized by seasoned
digital marketers.
Contrasts
Google
analytics and HubSpot have several differences. Google analytics is a free
platform in which a user can manipulate reports in a way they see fit to
measure what they are tracking whereas HubSpot is a paid platform with a
user-friendly interface but not as much reporting flexibility. HubSpot assists
marketers more so with conversion and engagement while Google analytics does
not. HubSpot utilizes more ecom reporting and allows you to track your online
audience more in depth. HubSpot also allows its user to analyze their marketing
efforts more in depth then Google analytics. HubSpot seems to be a bit more
generic reporting wise as you cannot build as many reports as you can with
Google analytics, however, this makes it easier to interpret and somewhat more
user friendly for beginner analytics users. While HubSpot is more user friendly
and not as in-depth Google analytics allows you to track more traffic
information. Google analytics allows the user to create more in-depth reporting
that may allow the user the flexibility needed to measure specific metrics.
Conclusion
In
conclusion both HubSpot and Google Analytics offer many metrics that can be
utilized to measure many different things depending on what is needed. HubSpot
seems to be more user friendly while Google analytics seems to be more in
depth. Both platforms offer many options to both large and small businesses
based on the level of the user and the metrics to measure. It seems almost unanimous
that Google analytics is the preferred platform in the industry although it can
be used in conjunction with HubSpot. “At the end of the day, due to its ease of
implementation and no price tag, there’s not an excuse I can think of as to why
Google Analytics shouldn’t be used with every website. Even the most technophobic
web owner will be able to find at least SOME value in its reporting features.
Advanced users will have the ability to dive deep into the platform and
discover really powerful insights.” (Long, 2015).
References
Bonini, J. (2014). What is HubSpot?
Impactbnd. Retrieved September 11,
2017 from
https://www.impactbnd.com/what-is-hubspot
Long, C. (2015). Google Analytics
Vs. HubSpot: Which Is Better? PromFromGo. Internet
Marketing.
Retrieved September11, 2017 from https://profromgo.com/blog/google-analytics-vs-hubspot-which-is-better/
Odonnell, C. (2011). What is Google
Analytics and what it is used for? Quora. Retrieved
September
11, 2017 from https://www.quora.com/What-is-Google-Analytics-and-what-it-is-used-for
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