The why

Let us start by saying that Google has outstanding tracking software and Google Analytics is without a doubt, an excellent free tool that has made metrics available to the masses. We even recommend using Google Analytics to track your data. However, there is an important difference between collecting and interpreting data. There are two vital downsides to relying on Google for the interpretation of your data (i.e. for attribution purposes).

The most crucial issue with Google Analytics is the fact that Google isn’t an independent player, with all that implies. Therefore, you should always be aware why Google Analytics is showing you the insights that it’s showing you and particularly why it isn’t showing some other insights, like the ones you can see in Odyssey. In the end, Google wants you to spend your budget with them.

As an independent tool, Odyssey has no incentive to mask data or safeguard any parties. Unbiased data will be presented to you as it is and all calculations are based on a complete picture.

Secondly, Google isn’t transparent when it comes to multi-touch attribution. It won’t tell you how they exactly got to the insights that you see. Odyssey, on the other hand, is completely transparent; the formula that we use to calculate the incrementality per traffic source, which is the core of our tool, can be found in the interface of our tool.