Google Analytics 4 (GA4) is one of the most widely used analytics tools for understanding user behavior on websites and apps.
However, GA4 has also introduced a number of changes and new requirements that not all users are enthusiastic about.
Especially the increased focus on privacy, the new data model, and the altered reporting options have led many to look for alternatives.
But what options are there if you want to move away from Google Analytics 4?
In this post, we take a closer look at two strong alternatives: PiWik Pro and Matomo.
Both tools offer user-friendly and privacy-focused solutions that can be excellent alternatives to GA4.
Why consider alternatives to Google Analytics 4?
Before diving into specific alternatives, it’s useful to understand why companies and marketers are increasingly seeking to move away from Google Analytics 4.
GA4 has changed how data is collected and structured.
Additionally, Google’s increased focus on data protection, and sometimes complicated GDPR adaptations, have made many organizations want more control over their data.
This might include:
- The need for more local data storage.
- Greater flexibility in data collection.
- Less reliance on third-party cookies.
- Better control over who accesses data.
This is where alternatives like PiWik Pro and Matomo come into play.
PiWik Pro – web analytics with a focus on privacy
PiWik Pro is a strong player when it comes to GDPR-compliant web analytics.
The tool is built for companies that want to keep control over their data while gaining insights into user behavior on their digital platforms.
What is PiWik Pro?
PiWik Pro started as an open source solution but is now a more comprehensive platform offering analytics, tag management, consent management, and customer data platform (CDP) all in one system.
Advantages of PiWik Pro:
- Privacy first: All data can be hosted on your own servers or in EU-based data centers, making GDPR and other data protection compliance easier.
- Flexibility: The platform can be adapted to various needs, from simple analytics tasks to complex tracking setups.
- User-friendly interface: Despite being advanced, the interface is clear and easy for marketing teams to navigate.
- Comprehensive reports: Offers a wide range of reports that can be easily customized and shared internally.
Matomo – an open source alternative
Matomo, formerly known as PiWik, is one of the most popular open source alternatives to Google Analytics.
It stands out by giving users full control over their data and a high degree of customization.
Note: PiWik Pro and Matomo both originate from the former PiWik but split into two separate entities in 2016 and have since offered different solutions.
What is Matomo?
Matomo is a web analytics platform that can be hosted on your own server or used as a cloud solution.
Its purpose is to give users ownership of their data—in contrast to the big tech giants’ offerings.
Advantages of Matomo:
- Open source: Flexible and transparent, with opportunities to contribute to development.
- Data control: Can be installed locally to ensure data is not shared with third parties.
- User friendliness: Intuitive dashboard that makes accessing key metrics easy.
- Integrated privacy: Built-in support for GDPR and other regulations.
- Extensibility: Many plugins and integrations to tailor to specific needs.
Features you can expect from PiWik Pro and Matomo
PiWik Pro and Matomo share many features as well as integration with Google Search Console and identification of search engines such as Google, Bing, DuckDuckGo, Yahoo, and others.
Below is a general summary of the features you can expect from each platform.
What to consider when choosing an alternative
When deciding between Google Analytics 4, PiWik Pro, Matomo, or other solutions, there are several factors to consider:
- Data protection: How important is full control over data and hosting for you?
- Usability: Do you need a simple interface, or are you ready to invest time customizing the system?
- Functionality: Should the tool offer more than classic web analytics, for example tag management or consent management?
- Cost: While GA4 is free, PiWik Pro and Matomo may involve subscription or hosting fees depending on how you choose to use them.
- Support and development: Do you need professional support, or is a community-based tool sufficient?
Although Google Analytics 4 is still the market leader, it is not the only path to valuable user insights.
Both PiWik Pro and Matomo offer solid alternatives that strongly address requirements for data privacy and control.
If you are considering moving away from GA4, it is worth evaluating your organization’s needs and how to best ensure data quality, usability, and compliance.
Do you have experience with PiWik Pro, Matomo, or other alternatives? Feel free to share your thoughts and experiences in the comments!
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