Google Analytics 4 is a confusing and limiting evolution for digital marketing
Google Analytics 4 (GA4) has come with significant changes that impact the way we interpret and use data. Although presented as an evolution, several aspects of GA4 have raised concerns among digital marketers. Here are four key aspects of GA4 and its impact on digital strategies.
1. More confusing attribution
- Attribution Changes : AG4 introduces a more complex attribution model, including different models depending on the scope of the report (user, session, event).
- Lookback window : The default lookback window in GA4 is 90 days, modifiable to 60 or 30 days, affecting how credits are attributed to different touchpoints.
- Modeled data : GA4 combines collected data with modeled data, which could complicate the accurate interpretation of the user's journey.
2. Forced use of BigQuery
- BigQuery integration : GA4 pushes towards an integration with BigQuery, which can be a Budget challenge and infrastructure for many companies.
- Big Data Management : While BigQuery offers advantages in handling big data, it can be complex and expensive to implement.
3. Focus on events instead of conversions
- Focus on events : GA4 focuses on events rather than conversions, which could change the way businesses measure their KPIs.
- Event Structure : Each user interaction is treated as an individual event, which could complicate segmentation and analysis of user behavior.
- Setting up conversions : Conversion settings in GA4 differ from previous versions, requiring an adaptation in how events are prioritized and tracked.
4. 24-hour delay in obtaining d Atos
- Data Delays : GA4 has introduced significant delays in the Data Update , which can affect real-time decision-making
Looking for alternatives to Google Analytics 4
In the face of the challenges presented by Google Analytics 4, it is vital to explore alternatives that can offer solutions that are more appropriate to digital marketing needs. We look at some of the top tools available on the market, both free and paid, assessing how they address the issues identified in GA4
1. Hotjar
- Functionality : User behavior analysis platform, includes heatmaps and session recordings.
- Cost : Free plan available; Paid plans from €32/month.
- Comparison with GA4 : Offers visualization of website behavior and customer feedback, plus advanced integrations.
2. Fathom Analytics
- Functionality : Simple, privacy-focused web analytics tool, without the use of cookies.
- Cost : Plans from €14/month.
- Comparison with GA4 : It uses cookieless tracking and offers a simpler dashboard than GA4, ideal for basic analytics.
3. Piwik Pro
- Functionality : Advanced web analytics suite and customer data platform.
- Cost : Free plan available; Prices for business plans to be quoted.
- Comparison with GA4 : It offers similar functionalities to GA4 with additional features such as an SEO dashboard and consent management tools.
4. Plausible Analytics
- Functionality : Open-source, cookie-free web analysis tool.
- Cost : From €9/month.
- Comparison with GA4 : Lightweight alternative to GA, suitable for startups and small businesses.
5. Woopra
- Functionality : Advanced platform for customer journey analysis.
- Cost : Free plan available; Pro plans from €999/month.
- Comparison with GA4 : More oriented to the mapping of the customer journey and the analysis of individual customer behavior.
6. Adobe Analytics
- Functionality : Web analytics and business intelligence platform.
- Cost : Part of Adobe Experience Cloud; Quote required.
- Comparison with GA4 : Advanced alternative to Google Analytics 360, ideal for large businesses.
7. Matomo Analytics
- Functionality : Open source web analytics platform.
- Cost : Free On-Premise version; Cloud from €23/month.
- Comparison with GA4 : Offers similar functionalities to Universal Analytics, with full data ownership and cookieless tracking.
8. Clicky
- Functionality : Real-time, privacy-friendly web analytics tool.
- Cost : From €9.99/month.
- Comparison with GA4 : Focused on real-time data and broad metrics; It does not use cookies.
Given the limitations of GA4, these alternatives present a variety of approaches and solutions that can be better adapted to different web analytics needs. From privacy-focused platforms to advanced tools for customer journey analytics, these options give digital marketers powerful tools to navigate the complex landscape of web analytics.