Google Analytics (GA4) vs. Adobe Analytics: Which Web Analytics Platform Is Right for You?

By Jason Wright · Updated June 2026

Every business that spends money to get traffic needs a way to measure what that traffic does. Two platforms dominate the market: Google Analytics 4 (GA4) and Adobe Analytics (the platform formerly known as SiteCatalyst, now part of Adobe Experience Cloud). The right choice comes down to your size, your traffic volume, and how much custom measurement you need.

Google Analytics 4 (Free)

For most businesses, the free version of GA4 is more than enough. It gives you detailed traffic, engagement, and conversion data, integrates directly with Google Ads and Search Console, and is straightforward to install through Google Tag Manager or a WordPress plugin. There is no cost barrier, which is why it works for roughly 90% of the companies we see.

The catch is that GA4 only delivers value when it is set up correctly. Events, conversions, and proper tagging make the difference between a dashboard full of numbers and one that actually tells you what is working. That is the part most businesses get wrong.

Google Analytics 360 (Enterprise)

Google Analytics 360 is the paid, enterprise tier. It adds higher data limits, unsampled reporting, BigQuery export, service-level guarantees, and dedicated support across strategy, analytics, and reporting. Pricing is custom and typically lands in the six-figure range per year, so it is aimed at large enterprises with heavy traffic and complex needs.

Adobe Analytics (formerly SiteCatalyst)

Adobe Analytics is a true enterprise platform. It offers deep customization - dozens of custom variables, advanced segmentation, and tight integration with the rest of Adobe Experience Cloud. That power comes with real implementation effort: expect months of planning, a solution design document, and usually a consultant to set it up properly. Pricing is volume-based and commonly ranges from roughly $30,000 to $100,000 or more per year.

How to Choose

• Small to mid-sized business: GA4 (free), set up properly with conversion tracking. This covers the vast majority of needs.
• High-traffic or data-driven enterprise: GA4 360 for scale within the Google ecosystem.
• Large enterprise needing deep customization: Adobe Analytics, with the budget and team to support it.

For almost everyone reading this, the answer is GA4 done right - not a more expensive platform done halfway.