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May 04, 2023

Alternative Tools for Google Analytics 4

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Posted by:
Sebina Roy

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 With its many new features and capabilities, GA4 replaces the outdated Universal Analytics and helps businesses better understand what customers want and expand their online presence.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.


  • 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


  • 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.


  • Comprehensive data collection
  • Robust reporting
  • Integration with other Adobe tools
  • Advanced segmentation capabilities
  • Real-time data tracking
  • Customizable dashboards
  • Predictive analytics features


  • The steep learning curve for beginners
  • Expensive pricing for small businesses
  • Limited API options
  • Requires technical expertise for advanced customization
  • Limited support for non-Adobe tools
  • Complex implementation process

3. Mixpanel

Mixpanel is a user-focused analytics platform that provides a detailed analysis of user behavior, including conversion tracking, funnels, and cohorts. You can find out more about how users engage with your website or app by using the rich reports and visualizations offered by Mixpanel. The platform also provides a wide range of tool connections, making it simple to integrate your data and obtain a comprehensive understanding of your audience. It's a popular option for companies looking to maximize customer experience and promote growth.


  • Advanced event tracking capabilities
  • Real-time data tracking
  • Funnel analysis to identify user drop-offs
  • Cohort analysis to track user behavior over time
  • User-friendly interface with easy-to-use tools
  • Integration with other third-party tools
  • Customizable reports and dashboards
  • Personalized messaging and notifications for users


  • Limited attribution tracking
  • Limited A/B testing capabilities
  • Limited support for non-English languages
  • Can be expensive for larger businesses
  • Limited support for certain data sources and integrations
  • Can be complex to set up for complex data structures.

4. Heap

Heap is an event-based analytics platform that provides automatic tracking and reporting, which makes it easy for businesses to understand their customers and enhance their online presence. It is a useful tool for companies trying to increase user engagement and improve the usability of their digital products. Companies may quickly collect and examine user data using Heap to obtain insightful knowledge on user behavior and make data-driven decisions. It's a terrific choice for firms who want an easy-to-use solution with no manual tracking necessary.


  • Automatic event tracking without code changes
  • Real-time data tracking
  • Advanced segmentation capabilities
  • Easy-to-use interface
  • Customizable reports and dashboards
  • Advanced funnel analysis to identify user drop-offs
  • Integration with other third-party tools
  • Ability to retroactively track events


  • Limited A/B testing capabilities
  • Limited support for non-English languages
  • Can be expensive for larger businesses
  • Limited support for certain data sources and integrations
  • Limited predictive analytics features
  • Limited attribution tracking
  • Limited customization options compared to other tools

5. Clicky

A web analytics tool called Clicky provides real-time tracking, reporting, heat maps, and visitor recordings. Real-time tracking capabilities are one of the main advantages of using Clicky Analytics. Clicky analytics enables users to keep an eye on website activities in real time, offering immediate feedback on website performance, visitor behavior, and important data like pageviews, bounce rates, time on site, and more. This enables fast and efficient decision-making and gives a more accurate picture of website activity. Small organizations and people who desire a straightforward, inexpensive solution frequently choose it.

These are just a handful of the alternative web analytics solutions that are accessible. When choosing a GA4 substitute, it's important to take into consideration your particular business requirements, like the size of your website, the kind of data you need to track, and your budget.


  • Real-time reporting
  • Heatmap tracking
  • Backlink analysis
  • Mobile compatibility
  • GDPR-compliant


  • Cost
  • Limited data storage
  • Reliance on JavaScript


In conclusion, GA4 is an effective tool for monitoring and analyzing website traffic, but there are a variety of other choices. There is a tool out there that can fit your demands, whether you're searching for a self-hosted solution, a thorough analytics platform, or a customer data platform.

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