Air360 tracks everything by default and lets you analyze anything you want when you need it. By contrast, Google Tag Manager requires you to define what you will need in the future. If you forgot to track something, the past data is lost forever.
That said, Amplitude is an amazing product with several great features. See our comparison chart below to see differences between both solutions.
Ask anyone around you if they're doing anything with analytics today and they'll probably reply "Yeah I have Google Analytics installed".
For a good reason, back in the 2000's, Google was one of the first companies to introduce web analytics for websites (and for free!). Their success can be explained because they enabled us in a very simple way to check how many people came to visit our website, how many pageviews we had, etc.
Since then, the web evolved A LOT. Websites are now dynamic, developed with complex technologies and can be accessed from a smartphone or a 30" screen. In 2007, another revolution took place with the rise of smartphone Apps.
The world where user actions were mainly measured as pageviews quickly became a world where users could add a product to cart, swipe left on a product, scroll down on a product description or double-tap to play their favorite song... all this without triggering any pageview.
For this, Google Analytics offered their user the possibility to track these events by adding some code for EACH event you wanted to track. This resulted in a lot of (extremely) tedious & time-consuming work for the developers. To make it even more painful, this code would need to be maintained over time...
GTM allows anyone with basic technical knowledge to track an action on their website without the need to have a developer to add code. And that's a great step forward for everyone. Marketers can track and measure what they need, engineers can focus on more productive things.
If you're interested to know how Google can do this. The tracking can be done via a process called event tagging. Because a video is worth 1000-words and your time is precious, you can check the video here to learn more about how this is done.
While GTM is a great step forward. It still requires you to plan carefully for what you want to track upfront. In GTM, if you didn't tag a button, at the moment you will need to see who clicked on this button before placing an order on your website, the data won't be there. The reason is, what is not tagged in GTM is lost forever.
Of course, now that you realized you need this data, you can add it to GTM but you'll have to wait weeks before to have sufficient data to perform any kind of meaningful analysis. This leaves you with the following dilemma: Either tag like crazy everything possible, or take the risk to miss some important data when you will need it in the future.
The first will create an overload of information which will make things extremely complicated for you to keep running. Keeping things simple is a key to success with analytics. The second approach is a risk that slows A LOT of companies today as it is very difficult to predict what will be important for you in the future.
To make things even worse, there is no retroactivity in GTM, so there is no way to fix a messy tagging plan. In many companies, this creates analytics setup where it is close to impossible to rely on data for critical business questions.
Air360 is like having your own time-machine: ask any data question at any moment, the data is already there. Unlike GTM which requires you to define what will be important for you in the future, just ask any data question to Air360 and the answer will magically appear.
The best part is, all you need to do is install our tracking pixel and you're done. You see, Air360 records all user actions automatically, so you don't have to figure out what will be useful for you later. Since you have everything, you're sure not to miss anything.
Air360 has a similar mechanism to GTM for creating tags but MUCH better for several reasons:
First, you can't break anything. Unlike GTM which requires you to be careful about what you track so you don't create bad data, in Air360 if you realize an event is wrongly defined, you can simply delete it and recreate it.
Second, you don't need to foresee which data will be important for you in the future. Since Air360 records everything, you're sure not to miss anything. Data is gold and you don't want to realize later you missed an opportunity.
Third, you can feel the magic of asking a question like “how many users who did X also performed Y” and get the answer in real time. Even if you never thought about tracking X or Y before. This allowed many of our customers to save HUGE amount of time and take decisions at a much faster pace than their competitors.
Last but not least, the best part is that Air360 will work seamlessly on your native apps or on your website so you can have a 360° picture of how your users use your product and improve it.
The answer is cost. Tracking everything provides a strong benefit for YOU, the customer, but it also requires A LOT of storage space and MUCH more servers than classic analytics solutions. This means increased cost, which means either less margin for the analytics service OR increased customer cost. At Air360 we created our own new road: We organize and compress the data as small as possible so we keep costs under control and can offer this awesome benefit to our customers. It's part of our secret sauce and why we can offer this feature at a great price.
Tracking on mobile: All you have to do is get our pixel in the app and you're done. This usually take 2 minutes.
Everything tracked by default
All your data questions answered directly with retroactivity!
Made for startups (or large business who want to a fast ROTI (Return On Time Invested).
No need to annoy your developers No more back & forth between marketing and developers
Marketers can ask questions even for things that were never tracked before.
Proactive and works for you
Get immediate insights such as the number of errors encountered on a page. Air360 will immediately let you know about it.
If the latest version of your iPhone app encounters an abnormal amount of crashes, Air360 will let you know right away so you don't lose your precious users.
Built & designed to tell you the story what your users actually do with your website or your app
Check how individual users are using your app with the full story line
Our team help you get the full value of the product. No need for complex setup. Customers report much more productivity.
Who is it for?
From startup to large companies who want actionable insights with the least amount of effort.
Amazing value for mobile apps who want to better understand their users.
Cost structure is directly linked to the number of sessions you have.
Mobile tracking requires to explicitly define everything you want to track and have your engineers implement tracking code for each of them
Everything which is not tracked is lost forever
Need a long & complex setup if you want to get the full value of the product. GTM make it a bit easier but still tedious.
While checking the basic things are very easy, GA can become a huge work to find real insights in your data.
Quite a lot of time need to be invested in the product to get the actionable insights.
Needs a lot of time put in
Time consuming if you want to get real time alerting, needs complicated set up & maintenance. As a result, only very few companies get this right.
Focused on macro data such as pageviews, sessions…
Only macro events with sampling, not possible to go down to the user level.
No support provided by Google unless you pay big money. Usually need training or pay big consulting fees.
Who is it for?
Large companies who can afford a dedicated expert Google Analytics team and the time, technical and financial investment required to maintain the analytics over time.
Google Analytics is free but total cost to operate is usually very high because of hidden costs like consulting fees, time to set up, time spent on a weekly basis to find actionable data.
Google Analytics Premium costs 150,000$ per year.