Almost every marketing professional is aware of Google Analytics, which has been a standard tool for web analytics, insights, site structure analysis and research. It is built upon the Urchin platform, which was an independent web analysis program in the early 2000s.
Though Google Analytics was the only analytics program back then, there were many challenges working on it. Today, a marketing professional depends on software to reduce technical challenges so that they can keep up with the audience.
Oribi is one such solution that works much like Google Analytics but in a hassle-free way. With a much less learning curve, Oribi helps you capture valuable insights in one place without endlessly searching for particular information.
Oribi might be a new competitor in the market but offers user-friendly analytics solutions.
But can it replace Google Analytics as a better choice for analytics tools?
Which one of them makes a better solution for data analytics?
Let’s find that out in this head-to-head comparison.
Funnel Tracking in Oribi vs Google Analytics
A funnel is like the guiding path for your visitors, mapped out with a certain number of stages which you expect them to follow to achieve your business goals.
This helps you track their actions and optimize the experience to make them stay longer in the marketing funnel and ultimately reach the conversion stage.
For example, some 100 visitors entered your website. Out of them, 50 visitors signed up for the newsletter; 30 visitors repeatedly visited your site; 20 visitors actively clicked on promotion campaigns, and eventually 10 of them went down the funnel and converted into sales.
Both Google Analytics and Oribi provide you with different ways to optimize your marketing campaign with the funnel tracking feature.
Oribi’s funnel tracking provides rich visual data of your visitors that enter your funnel and their activities on your website.
Clicking on “Create a new Funnel”, you can easily build actionable steps you expect your visitors to walk through once they visit your site.
Oribi lets you create cross-domain funnels. Means you can create funnels not just for a single domain but multiple domains as well.
Next up, you can go on creating all the required steps of your funnel within a few clicks.
It also lets you set “Filter Visitors” to observe how your audience is visiting your site, for instance, via mobile platforms, social media channels, etc.
This set-up helps you narrow down your funnel and show you marketing channels that can usher visitors deep into the funnel. It gives you unique insights on individual visitors such as CTA clicks, navigation, or time taken for conversion.
Consequently, you can make strategies while focusing on a particular marketing channel. You can also distinguish funnel performance based on different sources, campaigns, geolocation, etc, and compare the conversion rate.
Now let’s see a glimpse of funnel tracking in Google Analytics.
Funnel tracking on Google Analytics may not seem as friendly as in Oribi. You’ve to pay quite an attention while setting up the conversion funnel.
To track any button clicks or page visits, you’ve to understand Google Tag Manager. Coding skill come in handy while setting up the funnel. But if you’re just an analyst with no coding experience, you may have a hard time figuring out the Google Tag Manager.
There is of course “Filter” feature which helps you sort relevant subsets of traffic and segment information into smaller parts while removing unwanted information. But here, it seems to have limitations.
But unlike Google Analytics, Oribi is free from any coding formalities to set up tracking. With a less learning curve, you get better actionable insights with Oribi’s analytics tool.
When it comes to funnel tracking, Oribi has the edge over Google Analytics.
Does Oribi offer better reporting features than Google Analytics?
Reporting is one of the key analytics processes of organizing raw data from different resources and presenting them in the form of tables, charts or graphs.
Both Oribi and Google Analytics can help you determine the effectiveness of your audience interaction while presenting a well-summarized report for your business.
But which tool should you rely on more?
With Google Analytics, you can create different reports to track the level of engagement for your website or app. Here, I observed eight key Google Analytics reports that can help you improve your business campaigns:
- Channels Report
- Page Views per Session
- Goal Overview Report
- Landing Page Report
- Goal Overview Report
- Navigation Summary
- Site Speed Report
- Mobile Overview Report
But deciding what to begin with or finding useful information for your business could be a little complicated.
The reports are generated in the form of raw data as well as graphical form that requires a lot of analyst’s introspection. But here, you can always customize your reports using specific metrics that can add value to your business.
On the other hand, Oribi processes such raw data and presents them in a graphical format such that you won’t ever need to browse through endless reports.
Oribi highlights actionable insights in your data and helps you spot trends to quickly see what requires your attention.
You can make use of customization features to organize your reports in the easiest way possible. You can even schedule your reports to automatically share them with your colleagues or clients.
But the reports are only presented in a PDF format and don’t provide a clear understanding of which data to include or exclude. I think there should also be an option to export the reports to .xls or .csv formats across different pages.
I agree that Google Analytics is a more established tool and offers more dashboard and report template options. But with Oribi, you’ll have an appealing and presentable report that can be understood by everyone.
Oribi might make reporting easy, but Google Analytics is a better option for getting comprehensive, customized and in-depth reports.
Which analytics tool is convenient for Campaign Tracking?
How can you track traffic performance when you enable ads to your site?
Using campaign tracking, right!
Without a reliable tool, there is a lot of hassle – if not impossible – to capture and analyze valuable campaign data that could help in business optimizations.
Campaign tracking is basically a way of figuring out how your visitors discover your website. There is a process of adding some parameters to a link directing to the website.
Parameters include the source of the click, such as email, PPC, organic search, keyword, or name of the campaign associated with the URL.
Depending on such parameters, all actions and behaviors are captured right from the point when a visitor clicks the link and starts exploring.
Now the question is which of these two platforms offers a convenient way to track your campaigns?
No matter which analytics tool you use, UTM is the first key step in the process. Both Google Analytics and Oribi help you build URLs to track your marketing campaigns.
Starting with Oribi, you can create your UTM right on this link where you’ll be asked the page you want your audience to visit, followed by mediums like social media, CPC, email, etc, where you would place your campaigns.
You’ll then be asked to mention the source or platform associated with the medium along with naming your campaign.
As you can see above, your generated link looks something like this. You can now add this link to your newsletters, social media posts, coupon codes, or promo videos on YouTube.
From setting up links to analyzing where your campaign is leading to, Oribi makes it easy for you to know stats about your visitors, total sales, order values as well as their behavior.
Now to set up your UTM on Google Analytics, you need to be familiar with its settings that are not quite straight forward as Oribi. You may need to revisit the help center from time to time.
But what’s good here is that the tool measures a wide range of campaign metrics that you won’t observe on Oribi.
If you don’t want to measure in-depth campaign metrics and get straight into the facts, Oribi is the right tool for you.
Which tool can provide you with in-depth Visitors Journey analysis?
Every person visiting your site is a potential customer. But how can your business efforts meet your aim of converting them into paying customers? One of the key aspects of eCommerce business is to analyze the target visitor and his/her journey.
With Google Analytics and Oribi, you can keep an eye on your visitors and their behavior with your offerings or campaigns.
Talking about Oribi, the platform offers multiple filter options to identify key visitor information such as the country they belong to, device used, how they discovered your site, etc. Moreover, smart filter let you observe traffic sources responsible for more leads or conversions.
You can even track their email to understand their behavior, such as clicks to any campaign, or to match the activities as per your buyer persona. Not just highly engaged activities, the platform also reveals visitors who peeked briefly and left the site.
Now coming over to Google Analytics, you may notice some limitations with tracking the user journey.
In Oribi, you can get information on individual visitors and their journey on different sections of your site. Whereas in Google Analytics, you’ve limited access to how they are visiting specific pages of your site.
The unavailability of email tracking is yet another disappointment. Though, you can use basic filter metrics like average session duration, site search, previous page path, and behavior flow.
But the process seems a bit complicated for naive users. You need to enable Google Signals for the platform to deliver detailed user reports and demographic data. You may still have a holistic view of the visitor journey.
But note that the analytics generates different IDs if the same user visits the site using different devices. And tracking them based on the user ID can be quite frustrating.
Setting up a user ID makes the process more confusing unless you’re proficient in Google Analytics or have earned a certification.
Google Analytics does offer you in-depth reports as long as you’re well versed with internal settings like user IDs, activating Google Signals, etc. But tracking visitor journeys on Oribi can save your day.
Are detailed insights more valuable than quick insights?
Insights help you stay on track with trends while making necessary changes to your marketing efforts. And it’s possible when you’ve got the right tools that help you stay ahead of the curve.
There are a lot of things to consider between Google Analytics and Oribi when it comes to capturing insights for your website.
Let’s throw some light on both the tools and see how they deliver insights for your website.
Oribi is greatly appreciated for its data-driven insights powered by custom-made AI technology. Unlike Google Analytics, you won’t find data scattered everywhere. As long as you’re not versed with terminologies and metrics, searching for insights on Google Analytics might end you up overwhelmed.
In Oribi, however, you’ll have data in summarized and organized form such that you won’t need to look for the details elsewhere.
Good thing is, both Google Analytics and Oribi generates data in the real-time will all the highlights you need to pay attention to, such as lead-driving, marketing channels, top-performing pages, locations, and where your audience got lost in the conversion funnel.
But in Google Analytics, you don’t have an advanced filter option to see individual visitor journeys on different sections of the website. Also, it misses out on the email tracking feature, which I think would be implemented sooner or later.
It requires a lot of manual work here to really get into the meats and potatoes. You need to go through many conditions and settings under which you can generate trends and insights as you want.
Moreover, this helps you capture raw data that is extremely useful for predictive research and business intelligence.
Oribi, on the other hand, focuses more on cooked data and what matters. You may have a list of actionable insights at your disposal, but you won’t be able to figure out what drove traffic to a particular campaign.
Google Analytics does its job well in creating insights from the scratch, although it requires you to be knowledgeable about the platform. Unlike Oribi, you can gain better insights into the funnel process and factors responsible for the visitor actions.
With Google’s advanced machine learning models, the platform can help you anticipate future actions of your visitors, churn probability, rising demands, and many predictive metrics that would otherwise not be possible on Oribi.
Oribi is better if you want quick insights. But for detailed analysis, Google Analytics seems like the better option.
Integration options: Oribi vs Google Analytics
Both the analytics software lets you integrate with a lot of marketing tools to help you achieve your business goals. Having integrated these add-ons, you’ll have less time worrying about configuring everything from scratch and more time keeping up with your marketing strategies.
Integration tools for Oribi:
- Google Ads
- Google Analytics
On the other hand, Google Analytics has wider outreach, which means more integration tools. You can even create your own integration using its reporting API.
These are some of the key integration tools in Google Analytics:
- Analytics Edge
- Analytics Edge
Google Analytics offers a greater number of integration tools and marketing automation tools than Oribi.
Which analytics tool is easier to use?
Besides features and technicalities, each software comes with a bit of a learning curve. Of course, not everyone on your team can have a deep understanding of marketing and analytics. So regarding accessibility, the team should be able to analyze and share reports without getting confused.
Summarizing all the points so far, it’s easy to say that Oribi is much easier to use. With minimal effort, assistance and learning curve, you can have key analytics reports while spending much less time and energy than Google Analytics.
Coding is indeed one of the skill requirements for a Data Analyst profile. But with Oribi’s cutting-edge no-code platform, you can focus more on the parameters that really matter for marketing and sales.
Oribi is easier to use, has much less learning curve, and doesn’t require any coding skills. Also, when you talk about user-interface and navigation options, Oribi doesn’t scare you away like in Google Analytics.
Customer Support: Oribi vs Google Analytics
The more feature-loaded a software is, the more likely you’ll be in need of support. Also, it depends on how accessible a software really is.
There is quite a difference in customer support services between Google Analytics and Oribi.
If you’re a free user on Google Analytics, you won’t have the privilege of all-time live chat and 24/7 support. Rather, you’ll have to wait for the response or look for your answers on YouTube or community forums.
But once you’re subscribed to the premium plan, you’ll have a dedicated support team available for you 24/7.
Whereas on Oribi, you’ll get a dedicated expert for any price plans available. Plus, the support team is available 24/7 or won’t keep you waiting for the response for long. Besides support, they also help you with strategies to improve your analysis and marketing efforts.
Oribi is a favorable software in this aspect. Unlike Google Analytics, you won’t have to pay thousands of dollars for dedicated support.
Pricing: Does Oribi offer better plans?
Depending on the number of visitors, you’ve different pricing for different plans. Note that all the price rates listed below are listed in US Dollars per month if billed annually:
* For over 300,000 visitors’ requirement, contact the sales team.
Oribi offers 3 different plans with a lot of features as listed down below:
If you’re a Marketing agency, there are different plans as per the number of clients:
To manage 1 to 5 clients: $750/month
For 5 to 10 clients: $1,200/month
For over 10 clients, contact the sales team.
Google Analytics pricing:
Google Analytics offers a freemium service. You can access numerous features for absolutely no cost that would otherwise cost you a lot on Oribi.
Though there are many limitations such as low data volume capacity (10 million hits per month), limited custom dimension, and metrics, data freshness capacity, data rows up to 50,000 only, etc.
However, considering the capability of SMBs, the free version packs in enough features for any small or mid-sized business to get the most out of marketing campaigns.
These are some of the key features available in the free version:
- Device and app tracking
- Real-time data
- Tracking and exporting visitor data
- Flow visualization
- Customized reporting
- Conversion reporting
- Multiple channel reporting
- AdSense and AdWords integration
- Advanced segmentation
Though there is a huge price difference when you consider its premium version: Google Analytics 360. You’ve to pay a hefty amount of $150,000 per year as long as you’re a big eCommerce brand or marketing agency.
But with great pricing comes greater access to data, plus many more advanced features. You’ll get optimized data accuracy (99.9%) with data capacity up to 500 million hits per month.
And of course, a dedicated help desk which is more than customer support. You’ll also get an account manager and analytics staff to train your team at each step of the process.
Google Analytics offers you an ocean of features and capabilities, but at a hefty cost. Unless you’re a large-sized business, its free version is more than enough.
Moreover, Oribi offers you some of the key premium features that you won’t have on a free Google account.
For a startup or small business, Google Analytics is a better choice. But for an established company, Oribi could be the best bet.
Pros and Cons
Things we appreciate about Oribi:
- Provides condensed analysis of your visitors
- Sleek UI and user-friendly dashboard layout
- Actionable reports with easy-to-understand metrics
- Conversion funnels are a lot easier to set up
- Plans available for unlimited number of visitors
- Identifiable visitor data to know who is active or not so
- Great platform for cross-device user tracking
Things we don’t like about Oribi:
- Free version not available but only 14-day trial
- Lack of basic customization option in tracking and reporting
- You can’t check what drove traffic to a specific page or campaign
- New tools and integrations are quite limited
- No raw data is available for in-depth analysis
- Lack of familiarity in the SaaS industry
Things we appreciate about Google Analytics:
- Easy custom event tracking and reporting options
- Free version offers rich analytics features for small businesses
- Lets you segment out demographics, performance and displays where traffic is coming from
- Lets you know how visitors are engaging and coming from different sources
- A host of integration features are available
- Provides raw data and deeper insights for research purposes
- Different viewing options available for different data
- Provides high accuracy with the guarantee of data freshness
Things we don’t like about Google Analytics:
- Platform is challenging and requires coding on many occasions
- Detailed visitor data and raw data could be overwhelming
- Interface and navigation isn’t user friendly, requires learning curve
- Difficult to set up and use the features correctly
- Tracking user journeys isn’t straight forward
- Premium license costs a fortune and is only suited for big enterprises
- No instant customer support in free version – only chat or help guides
I don’t see a clear winner here. Overall, both Oribi and Google Analytics offer optimized solutions for data analysis.
Google Analytics is a trusted name in the software industry. With in-depth and accurate data capturing abilities, Google Analytics lets you make the most out of your business efforts.
However, the platform isn’t a cake walk for many. There are tons of settings, metrics and use cases that require a great deal of time and learning.
This is where Oribi does a lot of the heavy lifting for you while providing you cooked data in the form of actionable steps that really matter to your business.
Considering the price points, I recommend Google Analytics free version if you’re just starting.
Or else, with a fair budget in hand and a fair amount of audience base, you can go for Oribi depending on the plan that suits you better.