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Some of the best alternatives to Google Analytics 4

For years, Google Analytics (specifically Universal Analytics) has been viewed as the de-facto standard for website traffic analysis, providing granular breakdowns of who is visiting your site, how long for, and a myriad of other information as a result of Google’s extensive reach. 

However, in July 2023 Google sunset Universal Analytics, and replaced it with Google Analytics 4. The change was in part driven by a changing legislative landscape, where GDPR in Europe and California’s Consumer Privacy Act (CCPA) required companies to better respect user’s privacy. All access to historic Universal Analytics data will be switched off from 1 July 2024, at which point you’ll only be able to see your Google Analytics 4 data.  

Despite the initial outcry, marketers have gotten to grips with GA4 and it remains the industry standard. But, some may see this as an opportunity to have a little bit less ‘big tech’ in their life. We’ve compiled some of the best alternatives to GA4 that you might want to consider.

Fathom Analytics

Fathom Analytics is a privacy focused analytics platform that proudly claim to “sell software, not data”. This means that, although you get much less information about your visitors than you would with Google, you are providing a more privacy-driven experience while still getting the essentials. The script they use on-site is very fast, which will improve SEO, and because they don't use cookies you won’t need to have a cookie notice banner on your website. You can even import your historic Google Analytics data into Fathom so you don’t lose the data when Google deletes it in the future. Win-win! 


Promoting 100% data ownership, Matomo is presenting itself as the Google alternative, where you know where your data is kept, and is in full compliance with GDPR and CCPA. Unlike Google Analytics, Matomo doesn’t use data sampling, which means your data is 100% accurate. That’s further improved via the tracking of personal data (something that’s not possible to do in Google Analytics) while remaining fully compliant with local laws. Matomo is also open source, so you can examine the code that makes it work if you want to! 


Another privacy-friendly service (are you sensing a theme?) with no cookies, no personal data and full GDPR compliance, Clicky comes with a number of great features. Once it has been set up, Clicky can provide you with heatmaps, visitor and action logs, uptime monitoring, and bot filtering. They even claim they are able to track visitors who use ad-blockers through the use of proxying. 

AT Internet

On their homepage, AT Internet says “what sets [them] apart” is analytics with integrity. That translates to consistent and accurate data, confidentiality that is in compliance with GDPR and international data protection regulations, responsive support and a company that’s independent. AT Internet also has numerous integrations with third-party marketing tools, such as Tag Manager, YouTube and Weborama, bringing you a unified view of your data. It also has custom data processing rules so you can filter out undesirable traffic – with no sampled data.

Snowplow Analytics

Snowplow Analytics is an open-source event data collection platform that supports web, mobile, server-side, email and advertising channels. It has a Behavioral Data Platform that allows you to visualise customer behavioural data in real-time, directly from your data warehouse or data lake. 

You can enrich your data with third-party data, deploy it to your own cloud to ensure full data ownership, and have the freedom to define your own events and entities. A study produced by GigaOm found that Snowplow outperforms GA4, and is more user-friendly!

These are just a few of the Google Analytics alternatives available, and all of them bring slightly different functionalities, benefits and limitations. If you want to go down the ‘Big Tech’ route, you also have Meta Pixel, Microsoft Clarity, and Adobe Analytics. The reality is that in a more-privacy conscious world, you aren’t going to get the same unfettered access to customer data that you once had, and, really, that’s probably not a bad thing. 

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