Life after Universal Analytics: Should you use Google Analytics GA4 or alternatives like Matomo and Piwik?

If you run a website, especially when you manage a digital aspect of any business, you need to know your numbers. You can’t manage what you don’t measure. Whenever we have to make decisions, it’s unquestionable that our emotions will influence our choices. However, one thing is to rely entirely on our feelings. Another level is striving to make data-driven decisions. 

Data analysis as a discipline can be a whole theme in itself. It’s always a question of who has to analyze data and who is educated enough to do it. Nobody said that we must be data analysts; that is impossible. From my experience, I have seen that using analytics tools is often just one of many parallel tasks that inexperienced people should do.

The issue in that scenario, we don’t know exactly what to do and quickly get confused. In those situations, we often switch concepts and try to use tools instead of processes. We expect tools to lead us through our process instead of a good understanding of our process and using tools to help get the process done. 

Most of us had used Google Analytics 3 and Universal Analytics for years as the only tool for analyzing website data naturally when we had to adapt to new tools, which led to confusion.

How did we use Universal Analytics?

Universal Analytics was built at different times. It had more than dozens of various reports. Almost nobody had used all of them. We had several favorite reports. Main report distribution was done through R-A-A-B-C distribution, which stands for real-time Audience, Acquisition, Behaviour, and Conversions. 

Experienced data analysts were able to determine a vast range of different insights. If we wanted to shorten that to the executive summary, we tracked inputs and outputs: acquisition and conversions. The funnel had three stages. Pre-website stage, website stage, and outcome. Another way to say that was that we were questioning how people came to our website and if they converted. We tried to examine the quantity and quality of each acquisition channel to determine how to optimize and where to invest the marketing budget. 

Why did Google go from Universal Analytics to GA4 and what are the key differences between UA and GA4?

Most of us don’t recall how Google acquired Urchin in 2005 or that there were analytical tools even before Universal Analytics launched in 2012. The Internet changed a lot in the meantime. Universal Analytics was made for desktop environments and couldn’t understand mobile app users and how to merge that data with site data. 

Data privacy

Data privacy is a much more significant concern now than before, with all GDPR laws and issues. GA4 is designed with privacy in mind, offering more control over data collection and processing. GA4 is designed with privacy in mind, offering more control over data collection and processing, including features like consent mode and enhanced data deletion capabilities.

Cross-Platform and Cross-Device Tracking

In today’s multi-device world, businesses must understand user interactions across various touchpoints. GA4 introduced enhanced cross-platform tracking capabilities, allowing to track user behavior seamlessly across websites, apps, and other digital platforms. This provides a more holistic view of the customer journey, enabling better insights into user engagement and conversion paths.

Event-Based Tracking Model 

Unlike the session-based model of Universal Analytics, GA4 adopts an event-based tracking model. All user interactions are now treated as events. This more flexible approach allows businesses to track various interactions, from page views to custom events, providing more granular insights into user behavior. Additionally, GA4’s event-driven architecture facilitates easier customization and implementation of tracking solutions, streamlining the data collection process for businesses of all sizes.

What Universal analytics features are missing in GA4?

Primary users don’t like the change in User Interface as they can’t locate reports they have used. Most users don’t like visualization changes. As the two tools differ, all customized analytics must be adapted or done from scratch. That caused a massive headache for many users. 

User Interface and Reporting Differences

While GA4 offers a new reporting interface with enhanced features like Exploration reports and Funnel Analysis, it may lack some of UA’s familiar reports and functionalities. Users transitioning from UA to GA4 may need to familiarize themselves with the new interface and adjust their reporting workflows accordingly.

Custom variables and dimensions

In UA, custom variables and custom dimensions allow users to track additional information about users and sessions beyond the standard data collection parameters. GA4 introduces a different approach with custom parameters, which are more flexible but may require adjustments to existing implementations.

Event Parameters Limitation

In UA, users can send up to 500 event parameters per event, allowing for detailed event tracking. GA4 has a more restrictive limit on the number of event parameters per event, which may require prioritization of data collection.

Custom Channel Groupings

UA allows users to create custom channel groupings to categorize traffic sources based on specific criteria. GA4 does not yet support custom channel groupings, although users can create custom segments and audiences based on various dimensions and metrics.

Funnel Analysis

Instead of traditional funnel visualization, GA4 uses Exploration reports, which might be more challenging for users accustomed to Universal Analytics. This shift can make creating and understanding funnels a bit trickier.

What are the most popular alternatives to GA4?

The critical question is how to compare the popularity of tools. The alternative would be to determine who is the expert whose opinion we can take for granted. There are dozens of different tools that can be seen as some variation of data analytics tools. Some are going into the business intelligence world, and some cover the whole of CRM analytics. We didn’t take any scientific method, but as we are in contact with a lot of colleagues and participate in online groups for analysts, we have chosen a few tools that, in our opinion, are among the most popular ones. 

Matomo

Matomo is a well-known open-source analytics platform that provides similar features to Google Analytics, including tracking user behavior, generating reports, and analyzing website performance.
One of the main advantages of Matomo is its focus on data privacy and ownership, as it allows users to host analytics data on their servers. Matomo offers extensive customization options and supports various plugins for additional functionality.
If you feel uneasy entrusting your website analytics to GA4, it’s time to explore the ethical alternative Matomo.

Matomo puts website owners in the driver’s seat by providing complete data autonomy and robust privacy protections that adhere to global regulations. But Matomo offers more than just peace of mind. This flexible platform enables unmatched customization over your analytics experience with on-premise or cloud hosting, unlimited integrations, customizable reporting, and more.
Matomo also delivers actionable insights through intuitive dashboards, in-depth behavior analytics, funnel analysis, session recordings, and built-in A/B testing to optimize pages.

Piwik PRO

Piwik PRO is one of the most well-known GA4 alternatives. You won’t be wrong if you see it as similar to Matomo. The team behind both projects shares a history with open-source Piwik. Piwik PRO can be self-hosted and cloud-hosted. Piwik PRO is a great software that offers marketers a vast range of integrations.
Piwik PRO champions user privacy while giving website owners full data autonomy. No more wrestling for control or navigating compliance woes. Piwik PRO ensures your user data stays protected through an unwavering commitment to privacy regulations like GDPR and CCPA. Enjoy 100% data ownership and utilize cookieless tracking for ultimate website visitor privacy.

Piwik PRO provides greater flexibility to customize your analytics experience. Choose cloud or on-premise hosting to determine where your data resides. Integrate Piwik PRO with your favorite marketing tools for enhanced functionality. Tailor reports, access source code, and incorporate plugins to meet your website’s needs. 
While privacy and flexibility headline Piwik PRO’s offerings, the tool also delivers user-friendly yet hard-hitting analytics. Track comprehensive website interactions from page views to custom events. Visualize user behavior through insightful heatmaps and session recordings. Run A/B tests to optimize web pages. Most importantly, transform raw data into actionable insights to boost conversions and engagement through detailed funnel analysis and intuitive dashboards.

Clicky

If you want an intuitive platform that gives you complete control and ownership over your data, it’s time to check Clicky. Enjoy an easy-to-navigate interface that allows you to monitor realtime visitor behavior and visualize interactions with helpful heatmaps and session recordings. 
Define custom goals beyond conversions to track progress toward objectives important to your business. If you value transparency, intuitive UX, and realtime insights from a freemium analytics platform, Clicky checks all the boxes as a formidable GA4 alternative. 

Heap

Rather than rely solely on click-based tracking, Heap unleashes an understanding of nuanced user journeys with effortless setups. Heap enables analysis with exquisite detail by automatically recording actions beyond clicks like form fills, scroll depth, mouse movements, and time-on-page. This paints a comprehensive picture of pain points and opportunities to optimize user experience.
While GA4 offers valuable high-level traffic insights, alternatives like Heap prioritize actionable user-centricity. For those focused on unlocking organic user behavior insights to inform decisions, Heap is a compelling unified platform requiring no manual tagging. 

Woopra

For those seeking a customer-centric alternative, Woopra delivers. Known for its realtime insights and comprehensive tracking of individual customer journeys across websites, apps, and emails, Woopra provides complete visibility.
While GA4 focuses more on website traffic trends and marketing analytics, Woopra emphasizes understanding user behavior across touchpoints—this powers personalization and optimizing customer experience.
Key capabilities like customer profiles, granular segmentation, funnel analysis, and A/B testing give tangible ways to engage users based on their needs. Realtime monitoring enables rapidly identifying and addressing issues before customers drop off.
For those moving beyond a traffic-centric view of analytics, Woopra gives customer insights to build stronger relationships. Of course, GA4 still brings value with its free access and integration with Google’s stack. Many run both for macro website analytics and deep personalized customer intelligence. 

Fathom Analytics

If transparency and data security are your top priorities, it’s time to explore the conscientious alternative. With Fathom, you own your analytics data outright with no strings attached. Store it securely on Fathom’s servers, your infrastructure, or both. Bid farewell to cookie banners while gaining helpful insights into site traffic, user engagement metrics, and more.
Fathom’s simplicity also opens the doors to web analytics for everyone. An intuitive interface allows for easy navigation without technical expertise. Monitor performance in real time or create custom reports to uncover opportunities.
If you want essential website insights fueled by respect for user privacy, Fathom warrants a closer look as a formidable GA4 alternative. Sometimes, the most empowering analytics come from tracking less data, not more.

Mixpanel

Mixpanel spotlights the user journey through unmatched event tracking at each touchpoint. Monitor submissions, downloads, video plays, and countless other interactions. Identify missions users attempt, whether successful or abandoned. Visualize journeys with sophisticated mapping tools highlighting conversions, fallout points, and more.
Funnel optimization, cohort segmentation, and integration galore provide further avenues to actionable insight. And flexible implementation spans the web, mobile, and beyond.
For those seeking not just site metrics but micro-level comprehension of on-site experiences, Mixpanel delivers a level of user-centric visibility GA4 can’t match. Uncover the journeys and behaviors that make customers tick.

Plausible

Plausible proves analytics doesn’t require cookie banners or consent forms to monitor engagement and traffic sources. Its script maintains speedy site performance while providing transparency reports, realtime data, and custom goal setting—no excessive user data collection is required.
You also own your website analytics with Plausible — a rarity in the digital space. Store them securely on a Plausible global server network or your private cloud. Meet privacy regulations like GDPR and CCPA without the compliance headaches.
Plausible provides a breath of fresh analytical air for site owners seeking simplicity, respect for visitors, and control over their data destiny. Spend less time configuring and cleansing data and more time understanding your web presence. 

Adobe Analytics

Gain a panoramic view of customer journeys encompassing both online and offline touchpoints. Visualize traffic sources, high-level conversions, and micro-interactions through sophisticated segmentation. Take optimization further through multi-variant testing backed by machine learning algorithms.
Seamless integration with other Adobe marketing tools also sets Adobe Analytics apart for enterprises invested in expanded capabilities—access customer data from across channels and systems to inform decisions sitewide.
The premium price tag means Adobe Analytics isn’t for small businesses. But for enterprises seeking an analytics centerpiece befitting their brand authority, Adobe Analytics warrants consideration as a formidable GA4 alternative.

Amplitude

While GA4 leans toward generalized marketing analytics, Amplitude puts product optimization first. Gain perspective into how users navigate your digital interfaces, where they struggle, and what compels them to convert. Map out entire journey paths complete with drop-off points. Experiment with refined experiences for different audience segments.
Features like funnel analysis, cohort exploration, and user path mapping reveal game-changing opportunities to improve UX and retention. Amplitude’s custom events and user properties afford limitless tracking granularity for next-level customization.
If your business revolves around optimizing digital product experiences, Amplitude provides the level of behavioral insight GA4 can’t match. Uncover the product improvements that translate to happier, more loyal users.

Dealfront

Dealfront, previously known as LeadFeeder, is an exciting tool for lead generation, sales intelligence, and website visitor identification. Still, they claim that they use Google Analytics, which means that they are not an excellent alternative to Google Analytics. 

FoxMetrics

FoxMetrics is a marketing analytics and personalization software tool. With the ability to collect detailed user data and profiles, segment the data, and trigger personalized messages across several channels via built-in widgets, FoxMetrics doesn’t just give you numbers and charts; it lets you harness your analytics to impact your bottom line. FoxMetrics is a solution for enterprise-level customers who need a marketing automation tool. 

Semrush

We were surprised when we heard that someone was thinking of Semrush as a proper alternative to Google Analytics 4. It looks like it’s a common misconception. Semrush is an excellent tool for SEO. We have used it for years, but it isn’t an alternative for GA4. 

Simple Analytics

As the name suggests, Simple Analytics is a straightforward and clean tool that provides all primary analytics data. It offers probably all the options that basic-level users use; it’s GDPR compliant, which makes it an excellent choice for primary users. 

Smartlook

Smartlook is a great tool that offers a variety of options. You can use it as an alternative to Google Analytics, but it has options like session recording, heatmaps, and crash reports. Of course, event tracking, and funnels are included. 
Smartlook also offers integration to tools like Salesforce, Intercom, Zendesk, Hubspot, and many more. You may consider it a solution for a holistic approach where you will do many things simultaneously. 

Snowplow

Snowplow is a data management solution that helps businesses with end-to-end pipelines, tracker & webhooks, schema registry, data warehousing, latency SLA, uptime SLA, and more.
It can provide many more options than just GA4, but it’s not for beginners. Snowplow can collect rich, high-quality event data from all your platforms and channels. Your data is available in realtime and delivered directly to your data warehouse. Capture data from your web, mobile, desktop, server, and IoT applications with our range of first-party trackers.
Use webhooks and integrations to capture data from email, display ads, call centers, support desks, and more. All your data is captured in a standard format and can be connected to your Business Intelligence tools. 

Tableau

If your idea was that Tableau is an alternative for GA4, there is an excellent chance that you are wrong. Tableau is a great tool that might help you with your website analytics data. Still, it will suit you only if you also need a business intelligence tool like Power BI. Tableau is part of the Salesforce group. It offers CRM analytics, server tracking, and advanced data management options.