Things are about to change in analytics. Universal Analytics (UA) has been the leading web tracker since 2005, but from 1st July 2023, Google will stop tracking any new data in UA. Google recently announced that enterprise customers have an extension and must switch by 1st July 2024.
What does this mean for you?
Essentially, Google wants everyone to migrate to their newest development in analytics, Google Analytics 4 (GA4).
The move is driven by a change in how analytics will track data. Google say this is to take advantage of the changing ecosystem.
UA was initially created to deal with the predominant desktop use of the day, with measurements based on observable data from cookies. The new GA4 combines web and app data which is more applicable in today’s digital world.
When considering analytics and tracking data, you must also factor in privacy, cookies, GDPR compliance, and core web vitals.
Analytic tools fall into the following three categories:
· Web Analytics
· Product Analysis
· Data Warehousing Solutions
In this guide about changes in analytics, we will explain the benefits and problems with GA4 and look at some alternatives or additions you might find helpful.
Benefits and Problems with Google Analytics 4 (GA4)
GA4 is designed to create complex conversions, and its tracking is far more aligned with current browsing behaviours. It is easy to set up cross-domain tracking, and you will have access to more custom metrics.
However, there may be some issues with complying with local laws depending on where your visitors are from. Although Google suggests it will make adjustments to cover you, not all GDPR requirements are currently met.
It makes sense to install a separate analytics tool alongside GA4 to ensure you are getting the data you need.
Alternative or Additional Analytics
Let’s look at the three different types of analytics.
1. Web Analytics
Web analytics concentrate on providing metrics for small businesses and other smaller sites. As well as acting as a visitor counter, they provide simple metrics close to Google Analytics.
The tools are generally simple to install and use, with no self-hosting required.
Examples of web analytic tools
Fathom Analytics – cookie-less, privacy focussed alternative to GA. Compliant for EU visitors and compatible with GDPR, PECR, COPPA and CCPA.
Matomo (Formerly Pikqwik) – open-source, cookie-free tracking. Compliant with GDPR with a search engine and keywords section that can connect to Google Console.
Cloudflare – does not collect personal data. Tracks standard metrics such as page views, load times and bandwidth with incorporated core web vitals. It doesn’t claim to be GDPR compliant but is an Operator of Essential Services under the EU directive.
Adobe Analytics – is popular and has been around for a long while. It provides audience insights, customer journey analysis and advert analytics.
2. Product Analytics
Product analytic tools provide analysis, including segmentation, with solid levels of customisation. They aren’t always compliant with GDPR and may cost more to run.
They make an excellent alternative to G4 for tracking customer behaviour.
Examples of Product Analytic Tools
Hubspot Analytics – excellent for scrutinising page views, new contacts and information on visitors’ entrance and exit behaviour.
You can collect data on bounce rate, CTA clicks and conversion rates.
Kissmetrics – is designed for e-commerce or SaaS websites. Provides insights on content that leads to conversions, streamlines sales funnels, and integrates with Shopify.
Heap – will work on PC and mobile devices to capture various behaviour parameters. It has additional features, including campaign management and segmentation and multiple KPIs.
3. Data Warehousing Solutions
For businesses that have worked with UA for many years, there may be a risk of losing valuable historical data. Data warehousing may allow you to save all your data in one place, making it available when needed. It is always worth having a backup.
Examples of Data Warehousing Solutions
Google BigQuery / Google Cloud – it is easy to connect to GA4 data. They provide real-time analytics. There is some free data handling, or you can upgrade to a paid service for more.
Amazon – AWS – supports compliance certification and security measures and allows backup of all data types. There is a choice of pricing levels depending on what you need.
Snowflake – is an excellent alternative to Google and Amazon if you want to avoid the big players. They support data science, lakes and warehousing with a fully automated solution.
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