Sitecore Analytics – or Sitecore Experience Analytics, to give it its proper name – was made an integral part of the Sitecore Experience Platform quite some time ago.
Accessed from within the Sitecore Marketing Applications dashboard, Sitecore Analytics shows you all the visitor interactions with your website across audience, acquisition, behaviour, and conversion – just like Google Analytics.
And as in Google Analytics, you can assign and track events, goals, and conversions, as well as campaigns.
Sitecore Analytics gives you a similar view to Google Analytics.
So we now know what’s the same, but what’s different?
Sitecore profiles, engagement value, and personalisation
One of the ways in which Sitecore Analytics differs from Google Analytics, is that it tracks profile and engagement value – where you can define your visitor profiles and score each page or piece of content on your website.
- help you track visitor behaviour, so you can understand their actions and their potential interests
- allow you to assign each individual website visitor against one of your target audience personas, which means Sitecore automatically show them the most relevant content
All the data in the Sitecore database – Sitecore xDB – helps to drive personalisation, marketing automation, and more.
Learn more about Sitecore profiles, pattern cards, and adaptive personalisation.
Sitecore single customer view
At the heart of Sitecore is the Sitecore Experience Database (Sitecore xDB), where all customer profile information and every interaction are stored over time for each individual customer.
Sitecore xDB gives marketers fast, easy access to complete customer data, down to the individual.
To further enrich your customer data, Sitecore includes Sitecore xConnect to connect and collect data from third-party data sources like CRMs, POS, ERP, and other systems into xDB for a holistic 360-degree view of the customer.
For example, customer data from your CRM system can be brought into Sitecore xDB via Sitecore xConnect to perform deeper personalisation. Sitecore data from campaigns and actions can also be added back into your CRM system so that both systems know exactly what the customer or prospect has been doing, what they responded to, what worked, and what didn’t.
Sitecore allows you to see all data for an individual customer, all in one place – from their first contact with you, to the moment they became a customer, and all their interactions with you in between and beyond.
You don’t get this with Google Analytics.
Sitecore or Google – who’s the daddy?
Both Google Analytics and Sitecore Analytics let you know what’s going on with your website, what pages are popular, and where people are leaving, so that you can take steps to enhance your customers’ digital experience and improve your marketing metrics.
What Google Analytics won’t do, is give you all the data against a particular individual customer you need to provide them with a completely personalised experience with your brand, and make changes directly within the same system to take action. Only Sitecore Analytics can do this.
So which is better? Which one do you trust? Which one do you use to report internally on your progress and success?
For us the answer is simple – both!
The more data you have and the better your data is, the quicker and more accurate your decisions, and the better the end result.
Want to talk analytics?
We'd be happy to examine your Sitecore Analytics and Google Analytics set-up and recommend how it could be improved in order to give you better reporting data from your current website.
Against our comprehensive analytics check-list, we will validate how your analytics are set up, verify whether your goals and events are being triggered and that they marry with your business and marketing strategy. We will also confirm whether third-party scripts, such as Facebook pixel, are working properly.
Across the whole of your analytics, we’ll identify opportunities for enhancements, and provide recommendations for immediate improvements, while establishing a wider plan for implementation and