1. Think about the “next move” for future data utilization

Access analysis is essential for improving websites and apps. I think many people use Google Analytics 4 (GA4), but do you feel issues such as “I want to know the effects of advertisements more accurately,” “I want to have a deeper understanding of how users use the service,” or “I want to properly track user movements across multiple sites” during daily operations?

GA4 is a great tool that's extremely powerful and free to use, but it's definitely not one-size-fits-all. In particular, in situations where conventional measurement methods become difficult as privacy protection movements are intensifying around the world, and more specialized analysis and generous support are required, there are also cases where GA4 alone cannot handle it.

In this article, we picked up two representative paid access analysis tools for those looking for such a “next step in GA4.” One is an advertising effectiveness measurement tool that has been implemented a lot in Japan.”eBIS (Ad Ebis)”. The other is an attractive web/product analysis tool for its simplicity and ease of use”UsermavenIt's”. We will explain in detail how these tools differ from GA4 and what problems they solve, and we will support you in choosing the best tool for your business.

2. What is an access analysis tool anyway?

An access analysis tool is, so to speak, a tool that performs a “health check” for a website or application. It is possible to measure and analyze basic information such as how many people visited (number of visitors), which pages they viewed (viewed pages), how long they stayed (time spent), where they came from (inflow route), and whether they finally took the expected action (purchase, inquiry, etc.) (conversion). Based on these data, site issues are discovered, the effects of improvement measures are measured, and the results of marketing measures are confirmed.

With the eBIS I'm going to introduce this timeUsermavenBoth use a mechanism called a “web beacon type.” This is a method of collecting information using a small program (called a beacon or tag) embedded in a web page, and it is a method that excels at acquiring data close to real time and capturing detailed user movements.

3. What kind of tool is eBIS (Ad Ebis)?

If eBIS were to be expressed in one word, it is the No. 1 domestic proven tool for companies that “want to accurately” measure the effects of advertisements and maximize return on investment”You could say that.

eBIS provided by ILGURM Co., Ltd. is a domestically produced platform that specializes in measuring the effectiveness of advertisements in particular. When multiple advertising media and marketing measures are being developed, we have an advantage in analyzing how much they contributed to the final results (sales, contracts, etc.) with high accuracy. It demonstrates its power in clarifying the extent to which advertisements indirectly contributed to results (attribution) and how actions on the web led to actual contracts and purchases, which cannot be captured by GA4 alone.

The main features of eBIS are as follows.

• Get an accurate view of your ad's return on investment (ROI): It provides clear, data-based decisions on which advertising investments should be increased or decreased.
• Measurement technology resistant to cookie regulations: In recent years, EBIS has countered cookie regulations that are susceptible to conventional measurement methods such as GA4 by using its own “1st Party Cookie” technology. Data loss is minimized and measurement accuracy is maintained.
• Generous Japanese support: Since it is developed and provided by a Japanese company, specialized personnel will carefully support you in Japanese from settings at the time of implementation to how to use it on a daily basis. Even companies with little experience using analysis tools can implement it with confidence.
• We are also good at cross-domain measurements: By installing tags on related websites (for example, in-house site, external reservation site, payment agency page, etc.), it is possible to consistently track and analyze actions when users move between these sites without interruption.

4. What kind of tool is Usermaven?

UsermavenIf I had to express it in one word, it would be a simple tool for people who want to “easily” start analyzing websites and products (services)I can say that.

Usermaven, which has the catchphrase “the easiest website and product analysis platform,” is a relatively new tool developed overseas. The biggest characteristic is its simplicity, which allows intuitive operation without specialized knowledge. We are good at analyzing a series of flows (customer journeys) of how users who have visited a website subsequently use services (products) using a single tool.

The main features of Usermaven are as follows.

• Integrate website analytics with product analytics: Whereas GA4 mainly focuses on website access status analysis, UserMaven has a full range of functions to analyze in detail the “usage status of the product (service) itself,” which is particularly important for SaaS (software services), EC sites, etc.
• Incredibly easy to deploy and set up: Without having to worry about complicated initial settings, simply place a basic tag on your website and it will automatically start measuring many user actions such as clicks and form submissions. You are freed from complicated setup tasks such as those required for GA4.
• Privacy considerations and flexible measurement: It complies with the world's major privacy standards, such as GDPR (EU General Data Protection Regulation). In consideration of user privacy, it is also possible to select a measurement mode that does not use cookies if necessary.
• AI analysis support: From the collected data, AI automatically finds points that may lead to improvements (for example, “the withdrawal rate of this page is high” or “the number of users of this function is increasing,” etc.) and makes suggestions in an easy-to-understand manner.
• Cross-domain measurement is also supported: Similar to eBis, it is possible to track user behavior across multiple domains by placing tags on related sites.

5. What is the difference between eBIS vs Usermaven vs GA4 in terms of functionality?

Now, let's take a closer look at specific features and what characteristics eBis, Usermaven, and GA4 as a comparison target each have.

5-1. Consider data collection accuracy and effort

In access analysis, the “quality” of data, which is the foundation of analysis, and the “effort” to gather it are extremely important.

In recent years, user tracking using conventional cookies has become difficult due to movements to enhance privacy protection represented by Apple's ITP (Intelligent Tracking Prevention), etc. GA4 is no exception to this, and there is a risk that measurable data will be lost.

eBIS** “1st Party Cookie” for this challengeIt is compatible with technology that utilizes (cookies issued and managed by the website itself). This makes it less susceptible to cookie regulations and compared to GA4** The chances of collecting more accurate and less missing data** are increased. In particular, when you want to accurately measure the cost effectiveness of advertisements, this high measurement accuracy is a major advantage. Another feature is that it can be analyzed retroactively for up to 366 days of data. Setup at the time of implementation may require a certain amount of expertise, and the support of a dedicated person will cover that point.

Meanwhile,UsermavenWhat is the biggest appeal of data collectionease of useThat's it.“Automatic event capture” functionBy simply installing one basic tag, you can click on a website, submit a form, view a page, etc.Automatically measure key user behaviorsIt will do it. Since the trouble of setting up individual events, which is required in GA4, can be drastically eliminated, it is ideal when “you want to start an easy analysis first.” Furthermore, it complies with international privacy regulations (GDPR/CCPA), depending on the user's consent status, etc.You can select a measurement mode that does not use cookiesIt's also flexible.

Also, when running multiple websites, what becomes important is**cross-domain measurement**. For example, it is a technology that tracks a series of actions without interruption, such as a user reading a corporate blog post (domain A), putting a product in a cart on an EC site linked from there (domain B), and finally completing payment with an external settlement service (domain C).Both EBIS and UserMaven support this cross-domain measurement by installing measurement tags on all related sitesI'm doing it. This makes it possible to grasp the overall purchasing process of users, which tend to be divided, and to accurately evaluate which points of contact contributed to results. Cross-domain measurement can also be set up with GA4,Cases where settings are complicated or measurement does not work well under certain conditionsIt has also been reported, and there is a possibility that EBIS and UserMaven can be introduced and operated more smoothly.

5-2. What kind of “awareness” can be drawn with the analysis function

The value of an access analysis tool is determined by how collected data can be analyzed and “awareness” leading to business improvement can be obtained.

In the area of advertising effectiveness measurement,eBISIt has a clear advantage over GA4. GA4 standard reports tend to focus on the point of contact (last click) just before conversion (results), but in reality, users are exposed to multiple ads and channels until results are reached. eBIS is theseIt is strong in “attribution analysis,” which evaluates how much all points of contact contributed to results, and also clearly visualizes indirect advertising effects. Furthermore, ad cost data is automatically imported from major advertising mediaYou can calculate an accurate return on cost (ROI) without hassle. And what can be said to be the biggest characteristic of eBISActions on the web (e.g., requests for materials, demo applications) can be linked and analyzed by linking “actual results” (including offline data) such as actual contracts and sales established through subsequent sales activitiesIt's a point. As a result, “which marketing measures really contribute to business profits?” You can answer this question based on data. This is an analysis that is extremely difficult to achieve with GA4 alone.

Meanwhile,UsermavenisIt is possible to analyze everything from attracting customers to the website to subsequent use of products (services) at onceThe point is unique. In particular, in SaaS companies and EC sites, not only simply increasing the number of accesses to the site, but understanding behavior within the product, such as “how customers use the service” and “which functions are often used and where they stumble,” is directly linked to service improvements and a decrease in cancellation rates. GA4 is a general-purpose tool, so there are limitations to such specialized product analysis, but Usermaven is** “funnel analysis”(analysis that looks at how many steps the user has passed until the goal is achieved) andThere are plenty of functions such as “user journey analysis” ** (analysis that follows specific action paths followed by individual users), and it is useful for deeply understanding the overall picture of the customer experience. Furthermore,AI automatically extracts important “insights (awareness)” from dataAlso, since they make specific suggestions such as “this page needs to be improved” and “users in this segment are highly engaged,” it is a big appeal that makes it easy to obtain hints leading to improvement actions even if you are not an expert in data analysis.

By being able to perform cross-domain measurements, these analyses become even more powerful. For example, it is possible to perform funnel analysis across multiple domains, identify which sites and at what stage users are leaving, and evaluate how each domain contributed to the final results through attribution analysis.

5-3. It has a connection with other systems through the linkage function

By not only using the access analysis tool alone, but by linking it with other systems within the company, the possibilities for data utilization expand further.

eBISIt has strengths in cooperation with various systems that are widely used in the Japanese business environment.MA (marketing automation), CRM (customer management system), EC cart systems, and even company-specific core systemsWe have a wealth of experience in linking with a wide range of tools, etc. This enables deeper and more comprehensive data utilization, such as linking and analyzing lead (prospect) information obtained via advertisements, the progress of sales activities recorded in CRM, and final contract information. It also supports flexible data linkage through an API (Application Programming Interface), and customization according to the unique needs of companies is also possible.

UsermavenisGoogle ads, Meta ads (Facebook/Instagram ads), LinkedIn adssuch as,The leading advertising platform deployed globallyIt is designed so that cooperation with can be carried out smoothly. Thus, it is possible to centrally check and analyze the results of advertising campaigns on the Usermaven dashboard. Also, it can be linked to many other marketing tools and business tools via Zapier (a tool that links various web services), etc. However, there is a possibility that direct integration options with business tools specific to Japan are limited compared to eBIS.

Which tool is more suitable will change depending on the type of system your company uses or would like to link with in the future.

5-4. Summary of the “strengths” of each tool

これまでの比較を踏まえ、それぞれのツールの特に際立った「強み」と言えるポイントを改めて整理します。

EBiSならではの強み

• 高精度な計測: 1st Party Cookie活用により、Cookie規制下でも信頼性の高いデータを収集。
• 手厚い日本語サポート: 専任担当者による導入から活用までの伴走支援。
• 実成果との紐付け: Web上の行動と、実際の契約や売上（オフライン含む）を結びつけた分析が可能。
• 広告代理店向け機能: 複数クライアントの管理やレポーティングを効率化する機能が充実。

Usermavenならではの強み

• 圧倒的なシンプルさ: 専門知識がなくても直感的に使えるインターフェースと簡単な導入プロセス。
• Webとプロダクトの統合分析: サイト訪問からサービス利用まで、顧客体験全体を一つのツールで可視化。
• AIによるインサイト生成: データ分析の手間を省き、改善につながるヒントを自動で提示。
• プライバシー重視設計: 国際基準に準拠し、Cookieレス計測も選択可能。
• SaaS/EC特化レポート: 特定のビジネスモデルに最適化された分析レポートを標準装備。

6. 誰にとって使いやすいか？

どんなに高機能なツールでも、使いこなせなければ意味がありません。ここでは「使いやすさ」の観点から両ツールを比較します。

EBiSは、多機能であるがゆえに、すべての機能をマスターするにはある程度の学習時間が必要です。しかし、インターフェースは日本のビジネスユーザーが理解しやすいように設計されており、特にマーケターが日常的に必要とする情報にはアクセスしやすいように工夫されています。そして何より、専任担当者による手厚い導入トレーニングや運用サポートが提供されるため、ツールの使い方に不安がある方でも、段階的にスキルアップしながら活用を進めることが可能です。GA4の多機能さや設定の複雑さに戸惑った経験がある方にとっては、この「教えてもらえる」環境は大きな安心材料となるでしょう。

一方、Usermavenは、その**「シンプルさ」と「直感性」**を最大の武器としています。インターフェースは無駄がなく、専門用語も最小限に抑えられているため、マニュアルをじっくり読み込まなくても、多くの機能を感覚的に操作することができます。学習にかかる時間は非常に短く、導入後すぐに価値を実感しやすいのが特徴です。複雑な設定やレポート作成に時間をかけたくない、あるいはデータ分析の専門家が社内にいないといった場合には、Usermavenの手軽さが非常に魅力的に映るはずです。

7. サポート体制の比較！困ったときに頼れるか？

ツールを使っていると、どうしても疑問点や問題が発生することがあります。そんな時に、どれだけ迅速かつ適切なサポートを受けられるかは、ツール選びの重要なポイントです。

EBiSのサポート体制は、国産ツールならではの手厚さが際立っています。導入時には専任の担当者がつき、企業の目的に合わせた初期設定や活用プランの策定をサポート。その後も、定期的なミーティングでの効果測定レビューや改善提案、電話やメールでの問い合わせ対応、さらには豊富なオンラインマニュアルや使い方動画の提供など、多岐にわたるサポートメニューが用意されています。まさに「伴走型」の支援であり、GA4のように基本的に自己解決が前提となるツールとは対照的に、”困ったらいつでも相談できる”という安心感があります。特に、アクセス解析ツールの運用経験が少ない企業にとっては、このサポート体制は非常に価値が高いと言えます。

Usermavenのサポートは、主にオンラインのドキュメント（FAQや使い方ガイド）と、メールによる問い合わせ対応が中心となります。基本的にサポートは英語での提供となるため、その点に留意が必要です。ただし、前述の通りツール自体が非常にシンプルで直感的に設計されているため、複雑な操作で迷う場面は少なく、サポートを必要とする頻度はEBiSほど高くはないかもしれません。オンラインドキュメントは充実しており、英語での情報収集に抵抗がなければ、多くの疑問は自己解決できるでしょう。

8. 料金体系の比較でコストと価値のバランスを確認しよう

GA4が無料で利用できるのに対し、EBiSやUsermavenは有料のツールです。その費用に見合う価値があるかどうか、料金体系と提供される価値を比較検討してみましょう。

EBiSの料金は、初期費用が無料なのが特徴です。月額費用は、標準機能が含まれる**「基本料金（定額）」と、ウェブサイトのPV数などに応じた「従量課金」の組み合わせ**で構成されます。より高度な機能を利用したい場合は、別途オプション料金が必要になります。具体的な金額は、企業の規模や利用する機能によって変動するため、個別の見積もりが必要となります。初期投資を抑えて始められる点はメリットですが、利用規模やオプションによっては月額費用が高くなる可能性もあります。判断のポイントは、EBiSが提供する高精度な計測、詳細な分析機能、そして手厚いサポート体制に、どれだけの価値を見出すか、という点になります。

Usermavenは、機能と計測可能なイベント数（クリックやページビューなどの合計数）に基づいた、明確なプラン別の定額制を採用しています。「Proプラン」（月額$12～）、「Premiumプラン」（月額$42～）、「Enterpriseプラン」といった選択肢があり、それぞれの料金と利用可能な機能はウェブサイト上で分かりやすく公開されています。月間のイベント数に応じて料金が段階的に設定されているため、自社の利用規模に合わせて無駄なくプランを選ぶことができます。比較的低コストからスタートでき、予算の見通しが立てやすいのが大きなメリットです。

では、なぜ無料のGA4があるのに、有料ツールを検討する必要があるのでしょうか？ それは、有料ツールがGA4だけでは得られない付加価値を提供しているからです。例えば、より**「正確なデータ計測」、広告効果や顧客行動に関する「より深い分析」、SaaSやECといった特定のビジネスモデルに最適化された「専門性」、困ったときに頼れる「手厚いサポート」、そして日々の分析業務の「効率化」**などが挙げられます。特に、広告に多額の費用をかけている企業や、ウェブサイトやアプリがビジネスの根幹をなしている企業にとっては、有料ツールへの投資が、結果としてコスト以上のリターン（売上向上やコスト削減）を生み出す可能性は十分にあります。

9. プライバシーとセキュリティも重要！データ管理の安全性

個人情報の保護がますます重要視される現代において、利用するツールがデータを安全かつ適切に取り扱っているかは、極めて重要なチェックポイントです。

EBiSは、日本の個人情報保護法に準拠した運用を行っており、データセンターも国内に設置するなど、国内企業が安心して利用できる体制を整えています。情報セキュリティマネジメントシステム（ISMS）の認証を取得しており、組織的なセキュリティ管理が行われていることも信頼性の証左です。

Usermavenは、GDPR（EU一般データ保護規則）やCCPA（カリフォルニア州消費者プライバシー法）といった国際的なプライバシー基準に準拠していることを明示しており、グローバルにビジネスを展開する企業にとっても安心して利用できる選択肢となります。データの暗号化や安全な通信プロトコルの使用など、標準的なセキュリティ対策も講じられています。

どちらのツールも、現代のビジネスツールとして求められるプライバシー保護とセキュリティ対策には高い意識を持って取り組んでおり、安心して利用できるレベルにあると言えます。選択にあたっては、自社のビジネス展開エリアや、特に遵守すべき法規制などを考慮に入れるとよいでしょう。

10. 最終チェック！あなたの会社に合うのはどちらか？

これまでの比較を踏まえ、あなたの会社の状況や目的に照らし合わせて、どちらのツールがより適しているか、最終的な判断を下しましょう。

10-1. EBiS（アドエビス）が適しているケース

• GA4の計測精度、特にCookie規制による影響に課題を感じている。
• 複数のWeb広告（検索、ディスプレイ、SNSなど）の貢献度を、間接的な効果も含めて正確に把握したい。
• 広告にかけたコストと、実際の売上や契約といった「実成果」を結びつけて、厳密なROI（投資対効果）を評価したい。
• 複数のドメイン（自社サイト、ECサイト、予約サイトなど）にまたがるユーザーの行動を、途切れなく正確に追跡・分析したい。
• 日本語での手厚い導入サポートや、継続的な運用コンサルティングを必要としている（特に分析ツール初心者）。
• As an advertising agency, we measure and report on advertising effects for multiple clients.
• Mid-sized companies and large enterprises can secure a certain amount of budget in order to work hard on data analysis and maximize marketing results.

10-2. When is Usermaven suitable

• GA4 settings and report screens are complicated, and I'm looking for a tool that is simpler and more intuitive to use.
• In addition to attracting customers to websites, I would like to analyze in detail how products (SaaS, apps, EC site products, etc.) provided by the company are being used.
• Even if I don't have expertise in data analysis, I want to get insights that lead to improvements while receiving AI support.
• Startups and small businesses that want to start access analysis and product analysis quickly and at the lowest possible cost.
• Emphasis is placed on responding to global privacy regulations (GDPR, etc.).
• There is no resistance to gathering information in English and support (mainly email) in English.
• I want to achieve cross-domain measurement with as simple settings as possible.

10-3. Cases where GA4 might be sufficient

• The main purpose is to grasp the basic access status of a website (number of visitors, page views, inflow sources, etc.).
• We are not looking for such strict accuracy or detailed attribution analysis for ad effectiveness measurements.
• The analysis targets are mainly websites, and there is little need for detailed usage analysis within products (services).
• The budget that can be spent on introducing the tool is extremely limited, and I want to operate it within the free range.
• There is a desire to learn and solve complex GA4 settings and analysis methods on one's own by utilizing manuals and online information.

11. Summarize! Choices to improve the quality of data utilization beyond GA4

Google Analytics 4 (GA4) is a powerful free tool that provides a starting point for access analysis for many companies. However, as businesses grow and more advanced data utilization is required, it is also true that issues that cannot be seen by GA4 alone and areas that cannot be reached will emerge. EBIS and UserMaven are powerful choices with different strengths when considering such “the next move in GA4.”

eBISIs thatHigh-precision measurement technology, deep analysis functions related to advertising effectiveness measurement, and a generous support system optimized for domestic companiesThus, the effectiveness of marketing investments is maximized, and data utilization directly linked to business results is supported.

Meanwhile,UsermavenisThorough simplicity, seamless integration of website analysis and product analysis, and provision of AI insightsThis greatly lowers the hurdles for data analysis and provides an environment where all personnel can quickly make decisions based on data.

Both toolsCompatible with cross-domain measurement that can track user behavior across multiple domainsIt does, and provides important features for understanding today's complex customer journeys.

Which tool you ultimately choose depends on the specific challenges your company has, the goals you want to achieve, the budget you have available, and the skills and structure of your team. Is “accurate understanding of advertising effects” a top priority, is “understanding product usage status” urgent, “just want to get started easily,” or is “generous support essential”? It's important to make a firm assessment of your company's situation.

Fortunately, many paid tools offer free trials and demonstrations. I definitely recommend that you actually touch the tool and check its operation feeling and the quality of the information you can obtain.

The right access analysis tool isn't just a data collection tool; it's like a compass for navigating business growth. We hope this article helps you find the best compass for your company.

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