Adobe Target vs Google Analytics : In-Depth Comparison

Adobe Target and Google Analytics are two popular marketing tools that offer many useful features. However, they are meant for different purposes. If you don’t understand their key differences, you might end up picking the wrong tool for your business. Here’s a detailed comparison of Adobe Target vs Google Analytics to help you decide which is the right A/B testing tool for your business.


Adobe Target vs Google Analytics

Here’s a step by step comparison of Adobe Target vs Google Analytics.



Adobe Target is a powerful A/B testing tool by Adobe that allows you to create & test web page variations on your site visitors, and determine the most converting one. It provides a drag & drop interface and step-by-step wizard to help you easily create tests. It is suitable for medium-large businesses and enterprise.

Google Analytics is a web analytics tool that helps you understand audience demographic and user behavior on your website. You can easily determine the language, location, browser, device, source of traffic of your site visitors. You can also understand their user flow. Google Analytics is suitable for every website – big or small.



Adobe Target focuses on A/B testing with features such as:

  • A/B testing
  • Multivariate testing
  • Multi-armed band testing
  • Website optimization
  • Single page app optimization
  • Mobile optimization
  • Server side optimization
  • Email optimization
  • Connected device optimization
  • One-click personalization
  • Profiles and segmentation
  • Behavioral targeting
  • Automated offers
  • Product recommendations
  • Content and media recommendations
  • Personalized search
  • Location-based personalization

Here’s the detailed list of features offered Adobe Target.

Google Analytics focuses more on web analytics with features such as:

  • Traffic Information
  • Goal Tracking
  • Website Conversion
  • User Acitivity
  • Audience Reports
  • Flow Visualization
  • Custom Reports & Dashboards


Setup and Ease of Use

Both Adobe Target and Google Analytics have a similar setup. You need to paste a tracking code on all your web pages where you want these tools to gather data. Once installed, you can create, launch and monitor marketing campaigns on their online dashboards. You can also install them via direct plugins for popular platforms like WordPress, Magento, Shopify, etc. There is not much difference between Adobe Target vs Google Analytics in this case.


Supported Platforms

Both Adobe Target and Google Analytics work well on all websites, mobile sites, blogging platforms, ecommerce platforms, content management systems, website builders and landing page builders.



Google Analytics is free to use. Adobe Target’s pricing is available only on request.



Adobe Target integrates with plenty of third-party tools. Many third-party tools integrate with Google Analytics using its API.



There are plenty of alternatives to Adobe Target such as VWO, Optimizely, etc that offer A/B testing. Similarly, there are many alternatives to Google Analytics such as Piwik that offer web analytics.


Conclusion – Adobe Target vs Google Analytics

Adobe Target and Google Analytics are mature products with robust features. If you want to understand who are your website visitors, where they come from and how they behave on your site, go for Google Analytics. If you want to improve conversion rate of your website, go for Adobe Target.