We often get asked, “Why not just use Google Analytics instead of Albacross?”

On the surface, this seems a fair question. Both are analytics platforms that integrate with websites to generate insights about traffic.

But it’s based on a fundamental misunderstanding about the two services, both in terms of how they work and the results they deliver.

In this short article, we’re going to outline some of the key differences. We’ll also explain how the two can work together. We believe that using both is really the key to getting outstanding data about your site’s traffic.

What’s the main difference in a nutshell?

In a nutshell, Google Analytics provides deep insights into the characteristics and behaviour of your website’s visitors. You can segment your site’s traffic, but only on a general level. Google doesn’t give any individual data.

Albacross, on the other hand, provides hyper-specific details about your visitors (like contact info, key decision makers, location etc.) along with filtering tools to organize them.

What does Google Analytics do?

Don’t get us wrong, we’re not knocking Google Analytics (GA) at all. At Albacross, it’s one of our favourite tools. But there are things it can’t do. In fact, there are things it actively refuses to do.

The power of GA is that it can quickly cut through huge amounts of data and give you information about your site’s visitors: interests, levels of engagement, interests, source, age, income level etc.

This is all on a general level (it won’t identify individual visitors) but it’s immensely powerful. There are Google Analytics specialists who dedicate their whole careers to this stuff!

Google can offer a degree of individual visitor tracking. But only for visitors or companies you’ve already identified. It’s also quite an involved function to set up and manage.

What does Albacross do?

Albacross and its partners have access to information about millions of companies right across the world.

Whenever somebody from a specific company visits your site, we’ll identify them and check our databases to see if there’s a match. If there is, we provide all the information we have through your dashboard.

Albacross also provides a suite of tools to filter, organize, rank and reach out to these leads. Again, this is a feature that Google Analytics doesn’t have.

Our tools are also very simple to use. There’s no special training involved. We could probably teach a chimp how to do it. But we Swedes are against animal testing!

The whole point of Albacross is to identify and reach out to high-value leads as quickly and easily as possible.

Google Analytics, on the other hand, is a complex, multifaceted tool for analysing large quantities and using it all sorts of sophisticated ways.

Here’s why you need both

You’re probably using (or thinking about using) Albacross because you’re interested in targeting specific accounts. If this is the case, then the combination of Google Analytics and a lead generation like Albacross will prove invaluable.

From an account-based marketing perspective, Google Analytics helps us paint and maintain the broad picture. We can gather general demographic information and understand the behaviour of our audience. We can use this understanding when we’re putting together our marketing materials for big new accounts.

Albacross provides the specifics. It tells us about specific companies that are interested along with the pages they have visited, who their key decision makers are and how to contact them. It’s the other part of the puzzle.

What’s next?

Go and give the tool a go!

We hope we’ve explained the difference between Google Analytics and Albacross and, most importantly, why you need both.

But don’t take our word for it. Go and try it for yourself!