Google Analytics is no doubt the mastodon of tracking and measuring the advertising ROI of websites — according to the latest statistics, more than 50 million websites use Google Analytics to monitor their digital marketing efforts in 2024. Still, experienced digital marketers and affiliates often switch from Google Analytics to more suitable alternatives for a variety of reasons.
If you’ve been contemplating a switch from Google Analytics, or if you’re new to affiliate marketing and find that this service isn’t quite right for you, this article will provide the solutions you need. Let’s consider the most well-rounded alternatives to Google Analytics, which are not inferior in their functions and convenience to the leader of the gang from Google.
What is Google Analytics?
In this section, we are giving in to logic and starting with an overview of the primary source — Google Analytics. After all, there’s a chance that you just haven’t fully learned the functions of this tool, and you need a custom tutorial rather than switching to an alternative. There are about 28.1 million websites currently using Google Analytics for a reason…
Google Analytics is a powerful digital marketing tool that is renowned for its comprehensive data tracking and detailed reporting capabilities with a customised set of metrics.
By its very nature, Google Analytics is a trusted companion for businesses that can effectively track website traffic, user behaviour, and conversion rates. The in-depth analytics that Google Analytics provides gives businesses access to crucial data to optimize their online presence.
The key Google Analytics features are:
- Real-time analytics;
- Detailed audience segmentation;
- Goal tracking;
- Customizable reports with the ability to drill down into specific data points and gain useful insights;
- Easy integration with other Google services such as Google Ads and Google Search Console.
While the service is free for most users, there is also a premium version called Google Analytics 360, which provides a package of advanced features and additional support for larger businesses for an extra financial investment. This combination of depth, versatility, and integration makes Google Analytics a powerful tool for businesses looking to utilize data-driven strategies.
Who needs a shift from Google Analytics?
The digital landscape is evolving by leaps and bounds, prompting affiliate and digital marketing professionals to rethink their habits, approaches, and tools. This is why many companies have realigned their reliance on Google Analytics. While it is a really powerful tool, it could be better and there are some valid reasons to consider alternatives that may better suit the needs of professionals.
Informed means armed. Regularly reviewing your analytical tools is important to ensure they fully cover your business needs. If you realize that your current tool only meets a few of the functions on the checklist, make the switch to a more efficient, cost-effective, and user-friendly analytics solution. Here are a few of the top reasons to make the switch:
- Increased privacy compliance
With stricter data privacy regulations such as the General Privacy Regulation (GDPR) e the California Consumer Privacy Act (CCPA), many companies require analytics tools that feature stricter compliance. Google Analytics lags behind some alternatives in providing effective data anonymization and user authentication mechanisms. - User-friendly interfaces
It’s common for Google Analytics users to report that the service is complex and overwhelming, especially for novices. Many alternatives offer more intuitive and user-friendly dashboards, encouraging better collaboration by making it easier to interpret data and faster to retrieve information. - Cost-effectiveness
Expensive premium Google Analytics features can be unreasonably pricey, especially for small businesses or startups. Alternatives often offer a more affordable price tag without sacrificing core features. Plus, the variety of options will allow you to choose a comfortable value for money. - Customizable reporting
Some alternatives with their flexible settings allow businesses to customize reports and dashboards to tailor analytics to their specific needs and goals. - Real-time data tracking
While Google Analytics offers real-time data, some alternatives provide more detailed and faster real-time information. This feature is especially useful for companies that need to quickly track trends and react quickly to a changing market and unpredictable user behaviour.
How to choose from the variety of alternatives?
When selecting the right analytics tool, especially as an alternative to Google Analytics, it’s worth starting with an in-depth assessment of your business needs and goals. Here are the key criteria to consider:
- Data privacy and compliance
Ask yourself if you are confident that the tool is compliant with data privacy regulations such as GDPR and CCPA. Make sure the provider offers robust data protection features and ensures that users’ information is adequately safeguarded. - Ease of use
Favour tools with an intuitive and user-friendly interface that makes analytics functions accessible to users of all backgrounds. Try to simplify the process of analysing data rather than adding additional adjustment difficulties. - Feature set
Conduct a thorough evaluation of the feature set offered to ensure that the tool meets your specific requirements. Pay particular attention to the key ones: real-time analytics, custom reports, and data visualization capabilities. - Integration capabilities
Check if the tool integrates easily with your existing technology stack: CMS, CRM, and marketing automation platforms. If the integration is lame, all the optimization will go down the drain. - Scalability
Choose a tool that can grow with your business, processing more data and performing more sophisticated analyses as your campaigns evolve. An analytical tool should motivate your development, not inhibit it. - Cost-effectiveness
Consider the pricing model and make sure it fits within your budget while including the functionality you need. Also evaluate the adequacy of the ratio of features offered to their cost. - Customer support
Evaluate the availability and quality of customer support along with the offer of additional resources: tutorials, forums and knowledge base, helper bot, etc.
PRO alternatives to Google Analytics
We discussed the reasons for switching from Google Analytics and studied the criteria for choosing a suitable alternative, now let us cover the variety of options to choose from. In this section, we will analyse the most popular tools among users that are ready to compete with Google Analytics on equal terms.
💡 Matomo (ex Piwik)
Matomo is an open-source analytics platform known for its strong focus on data privacy and user ownership.
|
Characteristic |
Details |
|
Key features |
Advanced segmentation, predictive analytics, robust reporting |
|
Advantages |
Powerful analytics capabilities, integration with Adobe products |
|
Challenges |
High cost, steep learning curve |
|
Adobe Analytics vs. Google Analytics |
Adobe Analytics provides more advanced segmentation and integration with other Adobe tools |
|
Pricing |
Custom pricing based on business needs in packages Select, Prime and Ultimate |
💡 Adobe Analytics
Adobe Analytics is known as a sophisticated, enterprise-level tool designed for in-depth data analysis and insights.
|
Characteristic |
Details |
|
Key features |
Advanced segmentation, predictive analytics, robust reporting |
|
Advantages |
Powerful analytics capabilities, integration with Adobe products |
|
Challenges |
High cost, steep learning curve |
|
Adobe Analytics vs. Google Analytics |
Adobe Analytics provides more advanced segmentation and integration with other Adobe tools |
|
Pricing |
Custom pricing based on business needs in packages Select, Prime and Ultimate |
💡 Mixpanel
Mixpanel specializes in user behaviour analytics, offering detailed insights into user interactions with your website or app.
|
Characteristic |
Details |
|
Key features |
Event tracking, user flow analysis, cohort analysis |
|
Advantages |
Excellent for user behaviour insights, intuitive interface |
|
Challenges |
Can be expensive, limited free plan |
|
Mixpanel vs. Google Analytics |
Mixpanel excels in detailed user behaviour tracking and cohort analysis. |
|
Pricing |
Free plan available; paid plan called Growth starts at $28/month |
💡 Heap
Heap automates data capture to provide comprehensive insights into user behaviour without the need for manual tracking.
|
Characteristic |
Details |
|
Key features |
Event tracking, user behaviour analysis, retroactive data analysis, deep insights on customers’ digital journey |
|
Advantages |
Easy setup, comprehensive data capture |
|
Challenges |
Can become costly, and some advanced features are complex |
|
Heap vs. Google Analytics |
Heap offers automatic data capture and retroactive analysis, simplifying data collection. |
|
Pricing |
Free plan available; paid plans Growth, Pro and Premier with custom session pricing |
💡 Fathom Analytics
Fathom Analytics is a privacy-focused tool that offers simple and straightforward data insights.
|
Characteristic |
Details |
|
Key features |
Real-time analytics, simple interface, GDPR compliance |
|
Advantages |
Easy to use, strong privacy features |
|
Challenges |
Limited features compared to others |
|
Fathom Analytics vs. Google Analytics |
Fathom prioritizes privacy and ease of use, making it ideal for those needing straightforward analytics. |
|
Pricing |
$15/month for basic plan after 30-days free trial |
💡 Clicky
Clicky provides real-time web analytics with detailed insights into visitor behaviour and website performance.
|
Characteristic |
Details |
|
Key features |
Real-time data, heatmaps, uptime monitoring |
|
Advantages |
Real-time data, easy to use |
|
Challenges |
The interface feels outdated, and limited in integrations |
|
Clicky vs. Google Analytics |
Clicky offers better real-time data and simpler usage for quick insights. |
|
Pricing |
Free plan available; paid plans start at $9.99/month |
💡 Plausible Analytics
Plausible Analytics is a lightweight and privacy-friendly analytics tool that provides essential insights without overwhelming users.
|
Characteristic |
Details |
|
Key features |
Simple dashboard, GDPR compliance, lightweight script |
|
Advantages |
Fast, easy to set up, privacy-first |
|
Challenges |
Basic features, less depth in analysis |
|
Plausible Analytics vs. Google Analytics |
Plausible is lightweight and privacy-focused, ideal for those who need straightforward analytics without complexity. |
|
Pricing |
£9/month for basic plan |
💡 Semrush
Semrush can be called a comprehensive marketing tool because it includes robust analytics capabilities alongside SEO, content marketing, and competitive analysis features.
|
Characteristic |
Details |
|
Key features |
SEO tracking, competitive analysis, content marketing |
|
Advantages |
All-in-one marketing suite, powerful SEO tools |
|
Challenges |
Expensive, can be overwhelming for beginners |
|
Semrush vs. Google Analytics |
Semrush offers a wider range of marketing tools beyond analytics, making it a versatile choice. |
|
Pricing |
Plans start at $129.95/month |
💡 Hotjar
Hotjar focuses on behavioural analytics, providing tools to understand user experience through heatmaps and session recordings.
|
Characteristic |
Details |
|
Key features |
Heatmaps, session recordings, feedback polls |
|
Advantages |
Great for UX insights, easy to implement |
|
Challenges |
Limited traditional analytics, can slow down site |
|
Hotjar vs. Google Analytics |
Hotjar excels in user experience insights with its heatmaps and session recordings. |
|
Pricing |
Basic free plan available; paid Plus plan start at $39/month |
💡 Woopra
Woopra is a customer journey analytics platform that offers real-time insights and detailed journey mapping.
|
Characteristic |
Details |
|
Key features |
Real-time analytics, journey mapping, user profiles |
|
Advantages |
Excellent customer journey insights, real-time tracking |
|
Challenges |
Can be complex to set up, and pricier than some alternatives |
|
Woopra vs. Google Analytics |
Woopra provides detailed customer journey mapping, enhancing user path analysis. |
|
Pricing |
Free plan available; paid Pro plan starts at $999/year |
💡 Voluum
Voluum is an ad tracking and analytics platform designed for detailed insights into advertising and affiliate marketing performance.
|
Characteristic |
Details |
|
Key features |
Advanced ad tracking, affiliate marketing insights, customizable reports |
|
Advantages |
Great for affiliate marketing, detailed ad tracking |
|
Challenges |
Can be costly, niche focus |
|
Voluum vs. Google Analytics |
Voluum offers specialized ad and affiliate marketing tracking, which is more focused than Google Analytics. |
|
Pricing |
Individual plans start at $149/month, plans for business start at $539/month |
Comparative analysis: Google Analytics vs. alternatives
For some people, the point analysis and comparison of alternatives with Google Analytics may seem ineffective, because it is difficult to compare tools with each other in this format. That’s why we have created a table with all the analytical tools described above and their key functions, in order to create a complete understanding of the options.
Tool | Real-Time Analytics | Privacy | User Behaviour Analysis | Adaptable Reports | SEO Tracking | Heatmaps & Session Recordings | Ad Tracking & Affiliate Marketing | Integration Options |
|
Google Analytics |
Yes |
Limited |
Yes |
Yes |
Yes |
No |
Limited |
Yes |
|
Matomo (ex Piwik) |
Yes |
Yes |
Yes |
Yes |
No |
No |
Yes |
Yes |
|
Adobe Analytics |
Yes |
Yes |
Yes |
Yes |
No |
No |
No |
Yes |
|
Mixpanel |
Yes |
Yes |
Yes |
Yes |
No |
No |
No |
Yes |
|
Heap |
Yes |
Yes |
Yes |
Yes |
No |
No |
No |
Yes |
|
Fathom Analytics |
Yes |
Yes |
No |
No |
No |
No |
No |
Yes |
|
Clicky |
Yes |
Limited |
Yes |
Yes |
No |
Yes |
No |
Yes |
|
Plausible Analytics |
Yes |
Yes |
No |
No |
No |
No |
No |
Yes |
|
Semrush |
No |
Limited |
No |
Yes |
Yes |
No |
No |
Yes |
|
Hotjar |
Yes |
Yes |
Yes |
No |
No |
Yes |
No |
Yes |
|
Woopra |
Yes |
Yes |
Yes |
Yes |
No |
No |
No |
Yes |
|
Voluum |
Yes |
Limited |
No |
Yes |
No |
No |
Yes |
Yes |
Riflessioni finali
We hope our review has shed some light on the variety of analytics tools for affiliate and digital marketers. Google Analytics has many alternatives, not because it is ineffective, but because the needs of businesses are multifaceted and there is no perfect one-size-fits-all tool for every marketer. Both choices: Google Analytics and its alternatives can become a powerful competitive advantage in the business and web analytics arsenal.
We recommend taking advantage of the free trial periods offered by many analytics platforms to find the best solution for your individual needs. Use our complete analysis to invest in tools that will support your strategic development and business growth. Make sure the solutions you choose not only meet your current needs, but also support your future growth and success.
