Analytics is becoming a core function across all business functions, especially marketing. But there are two schools of thoughts led by two products. Many are familiar with Google Analytics 360. But Adobe's competitive offering is becoming a worthy rival. Forrester says the latter gives a 224% ROI and a 13% increase in conversion rates.

This comparative guide, Adobe pits its analytics tool against Google’s. It also shows why it is becoming indispensable for insights-driven marketing.