{"id":8582,"date":"2025-05-31T10:08:02","date_gmt":"2025-05-31T08:08:02","guid":{"rendered":"https:\/\/www.mickyweis.com\/hvilke-alternativer-er-der-til-google-analytics-4\/"},"modified":"2026-06-12T09:53:13","modified_gmt":"2026-06-12T07:53:13","slug":"alternatives-google-analytics","status":"publish","type":"post","link":"https:\/\/www.mickyweis.com\/en\/alternatives-google-analytics\/","title":{"rendered":"Best alternatives to Google Analytics 4 in 2025"},"content":{"rendered":"<p>Google Analytics 4 (GA4) is one of the most widely used analytics tools for understanding user behavior on websites and apps.<\/p>\n<p>However, GA4 has also introduced a number of changes and new requirements that not all users are enthusiastic about.<\/p>\n<p>In particular, the increased focus on privacy, the new data model, and the altered reporting options have led many to look for alternatives.<\/p>\n<p>But what are your options if you want to move away from Google Analytics 4?<\/p>\n<p>In this post, we take a closer look at two strong alternatives: Piwik Pro and Matomo.<\/p>\n<p>Both tools offer user-friendly and privacy-focused solutions that can be excellent alternatives to GA4.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Jump to section<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.mickyweis.com\/en\/alternatives-google-analytics\/#Why_consider_alternatives_to_Google_Analytics_4\" >Why consider alternatives to Google Analytics 4?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.mickyweis.com\/en\/alternatives-google-analytics\/#Piwik_Pro_%E2%80%93_web_analytics_with_a_focus_on_privacy\" >Piwik Pro \u2013 web analytics with a focus on privacy<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.mickyweis.com\/en\/alternatives-google-analytics\/#What_is_PiWik_Pro\" >What is PiWik Pro?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.mickyweis.com\/en\/alternatives-google-analytics\/#Advantages_of_PiWik_Pro\" >Advantages of PiWik Pro:<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.mickyweis.com\/en\/alternatives-google-analytics\/#Matomo_%E2%80%93_an_open_source_alternative\" >Matomo \u2013 an open source alternative<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.mickyweis.com\/en\/alternatives-google-analytics\/#What_is_Matomo\" >What is Matomo?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.mickyweis.com\/en\/alternatives-google-analytics\/#Advantages_of_Matomo\" >Advantages of Matomo:<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.mickyweis.com\/en\/alternatives-google-analytics\/#Features_you_can_expect_from_PiWik_Pro_and_Matomo\" >Features you can expect from PiWik Pro and Matomo<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.mickyweis.com\/en\/alternatives-google-analytics\/#What_to_consider_when_choosing_an_alternative\" >What to consider when choosing an alternative<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Why_consider_alternatives_to_Google_Analytics_4\"><\/span><strong>Why consider alternatives to Google Analytics 4?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Before diving into specific alternatives, it\u2019s useful to understand why companies and marketers are increasingly seeking to move away from Google Analytics 4.<\/p>\n<p>GA4 has changed how data is collected and structured.<\/p>\n<p>Additionally, Google\u2019s increased focus on data protection and complex GDPR requirements have led many organizations to want more control over their data.<\/p>\n<p><strong>This might include:<\/strong><\/p>\n<ul>\n<li>The need for more local data storage.<\/li>\n<li>Greater flexibility in data collection.<\/li>\n<li>Less reliance on third-party cookies.<\/li>\n<li>Better control over who accesses data.<\/li>\n<\/ul>\n<p>This is where alternatives like PiWik Pro and Matomo come into play.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Piwik_Pro_%E2%80%93_web_analytics_with_a_focus_on_privacy\"><\/span><strong>Piwik Pro \u2013 web analytics with a focus on privacy<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>PiWik Pro is a strong player when it comes to GDPR-compliant web analytics.<\/p>\n<p>The tool is built for companies that want to keep control over their data while gaining insights into user behavior on their digital platforms.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"What_is_PiWik_Pro\"><\/span><strong>What is PiWik Pro?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>PiWik Pro started as an open source solution but is now a more comprehensive platform offering analytics, <a href=\"https:\/\/www.mickyweis.com\/en\/google-tag-manager\/\">tag management<\/a>, consent management, and <a href=\"https:\/\/www.mickyweis.com\/en\/customer-data-platform\/\">customer data platform<\/a> (CDP) all in one system.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Advantages_of_PiWik_Pro\"><\/span><strong>Advantages of PiWik Pro:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li><strong>Privacy first:<\/strong> All data can be hosted on your own servers or in EU-based data centers, making GDPR and other data protection requirements easier to comply with.<\/li>\n<li><strong>Flexibility:<\/strong> The platform can be adapted to various needs, from simple analytics tasks to complex tracking setups.<\/li>\n<li><strong>User-friendly interface:<\/strong> Despite being advanced, the interface is clear and easy for marketing teams to navigate.<\/li>\n<li><strong>Comprehensive reports:<\/strong> Offers a wide range of reports that can be easily customized and shared internally.<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Matomo_%E2%80%93_an_open_source_alternative\"><\/span><strong>Matomo \u2013 an open source alternative<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Matomo, formerly known as PiWik, is one of the most popular open source alternatives to Google Analytics.<\/p>\n<p>It stands out by giving users full control over their data and a high degree of customization.<\/p>\n<p><strong>Note:<\/strong> PiWik Pro and Matomo both originate from the former PiWik but split into two separate entities in 2016 and have since offered different solutions.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"What_is_Matomo\"><\/span><strong>What is Matomo?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Matomo is a web analytics platform that can be hosted on your own server or used as a cloud solution.<\/p>\n<p>Its purpose is to give users ownership of their data, in contrast to offerings from big tech companies.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Advantages_of_Matomo\"><\/span><strong>Advantages of Matomo:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li><strong>Open source:<\/strong> Flexible and transparent, with opportunities to contribute to development.<\/li>\n<li><strong>Data control:<\/strong> Can be installed locally to ensure data is not shared with third parties.<\/li>\n<li><strong>User friendliness:<\/strong> Intuitive dashboard that makes accessing key metrics easy.<\/li>\n<li><strong>Integrated privacy:<\/strong> Built-in support for GDPR and other regulations.<\/li>\n<li><strong>Extensibility:<\/strong> Many plugins and integrations to tailor to specific needs.<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Features_you_can_expect_from_PiWik_Pro_and_Matomo\"><\/span><strong>Features you can expect from PiWik Pro and Matomo<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>PiWik Pro and Matomo share many features as well as integration with Google Search Console and identification of search engines such as Google, Bing, <a href=\"https:\/\/www.mickyweis.com\/en\/duckduckgo\/\">DuckDuckGo<\/a>, Yahoo, and others.<\/p>\n<p>Below is a general summary of the features you can expect from each platform.<\/p>\n<p><img decoding=\"async\" class=\" wp-image-8591\" title=\"Alternatives to G4\" src=\"https:\/\/www.mickyweis.com\/wp-content\/uploads\/2025\/05\/Alternatives-to-G4-300x197.png\" alt=\"Alternatives to G4\" width=\"732\" height=\"481\" srcset=\"https:\/\/www.mickyweis.com\/wp-content\/uploads\/2025\/05\/Alternatives-to-G4-300x197.png 300w, https:\/\/www.mickyweis.com\/wp-content\/uploads\/2025\/05\/Alternatives-to-G4-768x504.png 768w, https:\/\/www.mickyweis.com\/wp-content\/uploads\/2025\/05\/Alternatives-to-G4.png 978w\" sizes=\"(max-width: 732px) 100vw, 732px\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_to_consider_when_choosing_an_alternative\"><\/span><strong>What to consider when choosing an alternative<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When deciding between Google Analytics 4, PiWik Pro, Matomo, or other solutions, there are several factors to consider:<\/p>\n<ul>\n<li><strong>Data protection:<\/strong> How important is full control over data and hosting for you?<\/li>\n<li><strong>Usability<\/strong>: Do you need a simple interface, or are you ready to invest time customizing the system?<\/li>\n<li><strong>Functionality<\/strong>: Should the tool offer more than classic web analytics, for example tag management or consent management?<\/li>\n<li><strong>Cost<\/strong>: While GA4 is free, PiWik Pro and Matomo may involve subscription or hosting fees depending on how you choose to use them.<\/li>\n<li><strong>Support and development:<\/strong> Do you need professional support, or is a community-based tool sufficient?<\/li>\n<\/ul>\n<p>Although Google Analytics 4 is still the market leader, it is not the only path to valuable user insights.<\/p>\n<p>Both PiWik Pro and Matomo offer solid alternatives that strongly address requirements for data privacy and control.<\/p>\n<p>If you are considering moving away from GA4, it is worth evaluating your organization\u2019s needs and how to best ensure data quality, usability, and compliance.<\/p>\n<p>Do you have experience with PiWik Pro, Matomo, or other alternatives? Feel free to share your thoughts and experiences in the comments!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>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 [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":8170,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[90],"series":[],"class_list":["post-8582","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-commerce-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Comparing Google Analytics 4 alternatives \u2013 What to choose?<\/title>\n<meta name=\"description\" content=\"What options do you have if you&#039;re looking for an alternative to Google Analytics 4? 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