Google Analytics 4 (GA4) is the latest iteration of Google’s popular web analytics platform. It provides a more sophisticated, potent, and adaptable method of monitoring user activity on websites and mobile applications. With its many new features and capabilities, GA4 replaces the outdated Universal Analytics and helps businesses better understand what customers want and expand their online presence.

But it's not the only option available. It is simpler for you to select the ideal tool for your needs because there are numerous alternatives that can provide similar features and advantages.

Here are some of the most popular alternatives to GA4.

1. Matomo (formerly Piwik PRO)

Matomo is an open-source platform that offers similar features to GA4, including real-time analytics, custom reports, data privacy features, and e-commerce tracking. Unlike GA4, Matomo is self-hosted, giving you full control over your data. Matomo also offers a range of plugins and integrations to help you get the most out of your analytics data. Matomo Analytics integrates seamlessly with other tools and platforms, making it easy for businesses to integrate their web analytics data with their existing digital marketing stack. This includes integrations with software such as Google AdWords and Facebook Ads as well as websites like WordPress, Magento, and Shopify. With these integrations, businesses can gain a comprehensive understanding of their digital marketing performance and make data-driven decisions. It's a great choice for companies that want a cost-effective solution with a high level of customization.

Pros:

• No data sampling. Unlike Google Analytics, Matomo tracks all user data to offer accurate results.

• Data ownership. You own 100% of the data Matomo finds.

• Behavioral analytics, such as heatmaps and session recordings

• Easily import historical data from Google Analytics

• Easy to track daily traffic

• Easy to monitor visitor traffic

• Can set up website goals and tie them to marketing campaigns

Cons:

• When looking through the visitor log it only allows you to go back one day

• Cannot see how long the visitor spent on each page, only the total length of their visit

• Need to add real-time visitors on your page to show if there are any active visitors on your page at the current moment, similar to Google Analytics

2. Adobe Analytics

A sophisticated and adaptable platform, Adobe Analytics provides a variety of analytics and reporting functions. Real-time insights on website traffic, conversion rates, and consumer behavior are provided by Adobe Analytics. Businesses may acquire and handle massive volumes of customer data with Adobe Analytics' features. It collects and examines data from numerous sources, including websites, mobile apps, social media, and call centers. This data can be used to create reports and dashboards that provide insights into customer behavior, preferences, and trends. It's a popular choice for large enterprises and businesses that need robust, complex analytics solutions.

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