As a digital marketer, you rely on analytics to measure the success of your campaigns and inform future strategies. While Google Analytics is a popular tool, it may not always be the best fit for your needs — especially, for example, if you currently use some e-commerce features of Google Analytics 3 (Universal Analytics) that are not yet available in Google Analytics 4.
Given that Universal Analytics is set to be deprecated on 1st July 2023, now is probably the best time to consider the alternatives of Google Analytics and why you might want to use them.
- Piwik: Piwik is a free and open-source analytics platform that allows you to keep full control of your data. With Piwik, you have the flexibility to host the platform on your own servers, making it a good choice for businesses that prioritize privacy and data ownership.
- Adobe Analytics: Adobe Analytics is a powerful tool that integrates with the Adobe Marketing Cloud, offering robust analytics and data visualization capabilities. This platform is ideal for large enterprises and businesses with complex data needs, as it provides advanced segmentation, attribution modeling, and real-time reporting.
- Matomo: Matomo is a privacy-focused analytics platform that was formerly known as Piwik. This platform offers similar features to Google Analytics, but with the added benefit of full data control and the ability to opt out of data sharing. Matomo is a good choice for businesses that prioritize privacy and control over their data.
- Clicky: Clicky is a web analytics platform that offers real-time data and customizable dashboards. This platform is well-suited for small to medium-sized businesses, as it provides a simple, user-friendly interface and detailed visitor tracking.
- KISSmetrics: KISSmetrics is a customer analytics platform that provides detailed, person-based insights into customer behavior and conversion paths. This platform is ideal for businesses that want to understand the customer journey and track key metrics, such as lifetime value and churn rate.
- Woopra: Woopra is a customer analytics platform that provides real-time customer data and behavioral insights. This platform is well-suited for businesses that prioritize customer engagement and experience, as it provides detailed information on customer behavior, including device usage and geographical location.
In conclusion, when choosing an analytics platform, it’s important to consider your specific business needs and priorities. Whether you prioritize privacy and control, data visualization, or customer insights, there’s a platform out there that will meet your needs.
By carefully evaluating your options and choosing the right tool for your business, you can make data-driven decisions that drive growth and success.