Note: Adtriba Core is a legacy feature that we continue to support but no longer sell. The latest version of this feature is available as Funnel Measurement.
If you are already using Funnel Measurement, find more information here. To upgrade, contact us.
Google Analytics (GA) has limited customer journey analytics and attribution capabilities. GA works well for basic web analysis but is not designed for customer journey analytics or marketing attribution.
GA does not show the impact of marketing touchpoints in customer journeys
GA does not offer data-driven or algorithmic attribution models. GA uses only static attribution models (for example last-click, time-decay, U-shaped, and linear). These models do not include non-converting journeys. Non-converting journeys and touchpoints are required for marketing attribution and data-driven attribution models.
Google Analytics Premium includes data-driven attribution models, but the algorithm is not transparent. It is unclear whether GA includes onsite events, which is required for causal attribution.
GA does not attribute display views
To evaluate display ads, include clicks and display impressions. Adtriba lets you integrate display views into marketing attribution. GA does not support display view tracking and attribution for channels outside Google.
GA limits access to user-level customer journey data
GA does not provide user-level customer journeys or attribution weights for marketing touchpoints. You need this data for full transparency. You also need this data to analyze results in business intelligence (BI) systems or to join tracking data with backend data.
GA makes cost integration from other ad platforms difficult
A consolidated view of marketing performance requires cost data from all marketing channels. Integrating this cost data is more difficult in GA than in Adtriba.
GA does not support TV attribution
GA does not support TV attribution or measurement of TV ad impact. Adtriba supports user-journey-level and cross-channel TV attribution.
GA does not support customer lifetime value (CLV) attribution
CLV attribution supports long-term marketing investment. Early campaign touchpoints in a journey should receive credit for the first conversion and for later conversions. GA focuses on short-term marketing performance and does not support CLV attribution.
GA is not an independent attribution source
GA is not an unbiased or independent source for marketing performance. Google operates the largest ad platform for most advertisers. Ad platforms have reported incorrect performance metrics in many cases. Many advertisers use independent third-party attribution tools such as Adtriba instead of ad platform reporting.