Many marketing professionals use Google Analytics to track visitor activity on their site. It’s probably the industry standard Analytics tool. You can use Google Analytics to monitor and analyze metrics like traffic volume, source, and conversions on your site. 

Google Analytics is far from the only tracking software available. There are many competitors that you might want to consider, like Oribi Analytics, for instance.

This guide will compare Google Analytics with Oribi Analytics. You’ll learn about the pros and cons of each solution, so you can decide which option is best for you. With that in mind, let’s dive into this comparison article.

What Makes Google Analytics So Special?

Google Analytics is one of the oldest analytics platforms. It’s also the most popular analytics platform. That’s largely thanks to Google being the most popular online search engine and the most popular PPC channel for search advertising.

Most marketers who run a website and rely on search engines to push traffic to their website turn to Google’s suite of marketing tools for business insights. Those tools include Google Search Console, Google Adsense, and more.

Rather logically, all of these tools work nicely together. Therefore, it’s easy for businesses that advertise on Adsense or get insights from Google Search Console through Google Analytics to use the platform. In a nutshell, this is why Google Analytics is the preferred analytics tool for most marketers.

In the following sections, I’ll touch on some of the other reasons people like Google Analytics, where competing platforms could gain an edge. Let’s jump in.

Reports

Google Analytics collates and presents various types of data through a series of reports. The reports are accessible through the menu on the left side of the screen. You have:

• Real-time
• Audience
• Acquisition
• Behavior
• Conversions

Through those primary report categories, you can access numerous reports. It’s intuitive once you get used to it. Here’s a screenshot of the User Interface.

The range of data you can access through Google Analytics is comprehensive. You can track visitor flow through your site, see the page speed, bounce rate, time on site, referral source, and a host of other things.

Google Analytics can collect so much data presented through these reports that it can feel overwhelming. Certainly, most people who use Google Analytics only scratch the surface of the functionality on offer. 

Visualization

You may have a ton of raw data, but it’s useless if you can’t convert that data into information. Google Analytics helps you visualize the data. Information is, by and large, logically grouped together and laid out in reports.

You can see referrals vs. direct traffic. You can track conversions and do a lot more besides.

Moreover, you have the option of creating custom reports and dashboards with Google Analytics. There are hundreds of custom dashboards available that you can import and activate allowing you to analyze data in various ways.

Again, most people do not take advantage of that functionality, but it is there.

That brings me onto another point I’d like to touch on quickly; community.

Google Analytics has a huge community of users. Those users create guides, custom dashboards, and a whole lot more. You can turn to that community to educate yourself on how to use Google Analytics better.

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What can Google Analytics do for your business?

Google Analytics is a powerful tool for generating insights into how people use your website. You can use Google Analytics to gain detailed insights into how people reach your site from Google AdSense and through Google. 

You can do this by connecting your Adsense and Google Search Console accounts respectively.

Furthermore, Google Analytics provides you with lots of insights into how people behave on site. You can see where they go, track conversions, and gain insights you can use to improve your conversion rates and generate more sales. 

The data you gather through Google Analytics will help you make smarter business and marketing decisions. Ultimately, that should result in you growing your business faster. Yet, many of those things that Google Analytics achieves can be accomplished by using another analytics tool.

With that in mind, let’s take a closer look at Oribi Analytics.

Why Choose Oribi?

According to TravelTrend, Oribi is “Google Analytics, but with better and more actionable insights.” Sounds good, right? But unlike Google Analytics, it’s not free. So, is it worth paying for? Let’s take a closer look at some of its features.

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Oribi gives you clear insights

Oribi offers you “clear answers without heavy lifting.” While GA organizes your data to enable you to draw insights, Oribi takes this one step further. It organizes, analyzes your data, and offers direct and actionable insights on what you need to do. 

It highlights the most critical insights for you to take action on–by directly providing you with what you need to prioritize rather than letting you decide which one to address first.

Oribi doesn’t require developer skills

With only a basic knowledge of the software, you can track and compare different campaigns. It allows you to track customer activity, or what it calls “events”, without requiring much knowledge of web analytics. 

Oribi offers different sets of events for company websites and ecommerce sites, allowing you to track customer activity at all stages of the buyer journey. This gives a granular view of what goes on in your site and the factors that drive customer behaviour on your site.

Oribi ensures you can easily make sense of data

Terms like sales funnel, email funnel, and correlations can sound confusing. Oribi simplifies them by helping you understand what is working for you and what is not. 

For example, Oribi displays traffic to blog pages as circles of varying sizes. 

In other words, it will show you where you are falling short and where you are succeeding. You don’t need to interpret the data. You just can go straight to addressing those issues.

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Oribi allows for channel analysis

With Oribi, you can evaluate which marketing channels are converting faster by just looking at the insights. You can evaluate multiple channels and leverage opportunities by tracking and comparing campaigns.

Oribi helps you track your visitors

Oribi lets you track your visitors’ journey on your website while highlighting specific behavioral trends like time on page, conversion, among others. That helps you understand user behavior at a more granular level. 

You can also organize data based on filters like specific pages and email addresses. That provides insights into what your visitors are looking for. 

Oribi lets you customize your reports

Oribi lets you customize your reports and share them directly with others across multiple channels. It offers simpler customization options than Google Analytics when it comes to creating and sharing reports. 

Now that you have an idea of the capabilities of both tools let’s look at the five ways in which Oribi is indeed a better tool than GA.

Five Areas Oribi Excels In

Comparing the two software solutions shows that while Google Analytics is insightful, free, and popular, though it can be a tad tricky to set up. On the other hand, the installation and set-up of Oribi are easy to do. 

Oribi also offers more useful features, especially if you’re a new marketer. If you are still on the fence regarding migrating from GA to Oribi, take a look at these areas Oribi excels in. These are areas GA mostly doesn’t touch on:

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#1 Individual Monitoring

When you are building your consumer persona, you want specifics. You want to know what people do on your site to gain those insights into what consumers want. After all, only you know your product and your consumer best.

With Oribi, you can get insights about individual users. You can track individual users to see what they do on your website so that you know what interests them. You can then use these insights to create and optimize the user flow around your site. Oribi answers questions like:

• Where are your site visitors located?
• After how many visits did they sign up?
• What did they explore – what are they interested in?
• Did they go to checkout?
• At what point did they set up?

At an individual visitor level, that information is extremely valuable. You can use those insights in e-commerce to reduce cart abandonment, improve upselling, cross-selling, and more.

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#2 Advice and Support

For a beginner, Google’s learning curve can be too steep. Sadly, not all marketers are tech-savvy enough to navigate the system. Google does not provide direct customer support to users, which is rather frustrating. 

However, Google Analytics does have a robust user community that can answer most of your questions. There are a lot of free online resources, videos, and guides available. However, if you don’t know an expert directly, you’d probably need to pay someone to gain insights.

Oribi Analytics, on the other hand, has a dedicated customer support team as well as an extensive knowledge base. Clicking on “Help” will offer an option to chat with the team as well as pull up relevant articles based on your current activity.

#3 Dimensions

Let’s say you are running a Facebook paid marketing campaign. You’d want to know the number of users who landed on your website via this platform. Google Analytics will provide this information. 

But you may further want to know where these users live and what device they prefer to use. You may also want to filter the mobile users further into age groups and occupations so that you can track them. 

That sort of multi-dimensional analytics is not possible with Google Analytics. The platform lets you see only two dimensions at a time. On the other hand, Oribi offers three dimensions. That means that if you use Oribi, you can significantly reduce the time you spend configuring your campaign, reports, and stats.

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#4 Events-Based Analytics

Google tells you how many visitors came to your site. You can set up events based tracking to see what they do on your site up to the conversion point. Setting up events based tracking with Google Analytics is relatively easy for seasoned analysts, but can be overwhelming for those new to the role. 

On the other hand, Oribi’s entire platform is based on the concept of customer activities as “events”, as you might have seen in the initial screenshot above. These events allow you to monitor specific types of activity and track your users’ visitor journey from entry to exit and all points in between. 

Oribi allows you to look at specific users’ visitor journeys. In the example above, you can see the traffic source, the page elements they clicked, and the pages they entered. You can also track the amount of time they spent on each page.

#5 Explaining The Why

You might know what is happening, but that’s not much use if you don’t understand why it is happening—knowing why you experienced that sudden boom will help you decide what to do – or what not to do. After all, that’s the whole point of analytics. 

While Google Analytics will tell you a whole lot about what is happening and with the right information, you’ll have to figure out why your website is performing the way it is. If you’re still new to the idea of website analytics, you’ll likely need someone to help you navigate the Google Analytics platform. 

In this sense, Oribi is a lot simpler to set up and understand than Google, especially if you already know what you want to look for. For example, if you want to find out why your site visitors are spending too little time on your website, clicking on “Visitor Journeys” can help you discover the pages they’re landing on as well as the content that keeps them engaged. 

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Which Is Better: Oribi or Google Analytics?

That’s the million-dollar question! Which should you opt for? The simple answer is, it depends on your needs. If you’re a small business or an independent entrepreneur with basic analytics needs, then GA will meet your needs. 

If, however, you are a mid to large-sized business and need access to detailed and customizable analytics, then Oribi is your one-stop solution. 

Undoubtedly, Oribi offers more features and deeper insights than Google Analytics does. So, the question is, what do you want? What is your goal? Do you just need to monitor metrics? Or do you want to know more about your consumer? 

If it’s the latter, Oribi is – or should be – the software of choice. 

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Wrapping Up

Technology has advanced at such a rapid pace during the last decade. Even the most ardent tech buffs already find it difficult to cope up. As businesses compete in cyberspace, marketers are leveraging analytics to help them grow and sustain the growth.

In this scenario, data – and more importantly, data insights – is vital. Oribi offers some of the most specific and efficient features to help you gather, analyze, and understand data quickly. Google Analytics does that, too, but you need some technical knowledge to understand why things happen the way they do.

Ultimately, though, the goal of both tools is for you to create marketing strategies that will drive growth. Determine your business needs so you can pick the tool that will help propel your business to success. 

Guest Author Bio

Jimmy Rodriguez is the COO of Shift4Shop, a completely free, enterprise-grade eCommerce software that is into helping internet retailers succeed online by developing digital marketing strategies and optimized shopping experiences that drive conversions and improve business performance.

Oribi allows you to look at specific users’ visitor journeys. In the example above, you can see the traffic source, the page elements they clicked, and the pages they entered. You can also track the amount of time they spent on each page.

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