Sitefinity Insight and Google Analytics

When looking at Sitefinity Insight, you may ask yourself what the difference between Sitefinity Insight and Google Analytics is and how to use them most efficiently.

In essence, you use Google Analytics to measure the general performance of your web properties, and Sitefinity Insight to segment your visitors based on their behavior across multiple channels, and to personalize and optimize the user experience. The two services complement each other, and you can use both simultaneously. Both Google Analytics and Sitefinity Insight provide meaningful data to analyze the customer experience and can be integrated together using tools such as Google Data Studio.

Sitefinity Insight provides you with tools to measure and optimize the performance of your assets on multiple channels, profile your visitors and personalize their experiences, thus directly improving your marketing KPIs.

Sitefinity Insight offers you complete visibility over individual visitor’s identity, if they are contacts, and helps you see the exact sequence of actions in a particular contact’s entire customer journey. This includes any touchpoints, conversions, profiling events, and micro-interactions you define.

Additionally, you can see and analyze the effect and attribution of a resource to conversions with the help of touchpoint attribution and personalization reports.

Sitefinity Insight enables you:

• To gather and integrate data for your customers from multiple channels, such as Web (for example: the pages they visit), CRM (recorded calls, purchases), marketing automation (opened mails), and so on.
• To unify all data into a single contact profile with a given identity (usually, their e-mail address).
• Segment your audience. You can use any data already attributed to a contact and Insight-computed categories such as Touchpoints, Conversions, and Personas.
• Use the segments to personalize your customers web experiences (this is natively supported in sites built on Sitefinity), export the data to other MarTech systems, or, using Webhooks, automate business processes and connect to other online systems.

Sitefinity Insight enables you to personalize the customer's experience across channels based on key data points - where they are in their journey, the type of content they interact with the most, and the key characteristics of their personas.

You use Sitefinity Insight to answer questions such as:

• Which marketing initiatives (i.e., touchpoints) are providing uplift and attribute to the final conversion event?
• How are my A/B tests tracking?
• Is my personalized content reaching the right audience? Which personalized version of a page fares better? Are the personalized message or call-to-action effective in boosting my key conversion rates?

What’s more, Sitefinity Insight uses state of the art A.I. algorithms to discover visitor segments and recommend methods of engagement (interactions) that can increase conversion rates.

Google Analytics is a web-specific analytics service, for tracking and reporting website traffic. It focuses on pure analytical statistics and gives you information about cohort behavior and site metrics such as bounce rates, top 10 lists such as the most visited pages, the top sources of traffic, or returning vs. new users.

However, unlike Sitefinity Insight, it provides little context and insight into the performance of specific assets or the journey of specific users. Effectively, it “erases the person.” And this is contrary to your goal of creating tailored, hyper-specialized experiences.