In the world of digital marketing and website management, the importance of analytics cannot be overstated. Data-driven decision-making is the cornerstone of any successful online strategy.
For many - actually 85% of all websites (source: w3techs.com) - Google Analytics has long been the go-to tool for web analytics. Its extensive features and free access make it an attractive choice for businesses of all sizes. However, the evolving landscape of digital analytics presents compelling reasons to look beyond Google Analytics for the best website analytics tool. Here’s why exploring alternatives can be a game-changer for your business, and a more sustainable solution.
1. Everyone in, no one forgotten: putting users’ privacy first
One of the primary concerns with Google Analytics is data privacy. With increasing scrutiny on data practices and stricter regulations such as GDPR, everyone needs to be more cautious about how they handle user data. Google, being a major player in the data economy, collects vast amounts of information through its analytics platform. This raises concerns about who ultimately controls the data and how it is used.
To capture any data via Google Analytics, visitors need to opt in to cookies but data shows that only about 60% of them do so (source: statista.com). Hence, from the get-go you lose information on 40% of your audience, not to mention interrupting their desired user journey.
Consider alternatives like Matomo, where the data is yours and yours alone. It offers self-hosting options, ensuring you maintain full control and compliance. This isn’t just about following the rules; it’s about building trust with your users by being transparent and responsible with their data.
2. Tech (might) save us: volume of data vs user interface - what are your priorities?
While Google Analytics is powerful, its interface can be daunting, especially for beginners. The steep learning curve can hinder quick adoption and efficient use. Not to mention the issue of data hoarding, as some of the data that Google accumulates might not be useful to you at all.
Tools like Fathom Analytics and Plausible offer simplified, user-friendly interfaces which make data analysis accessible to everyone, regardless of technical expertise. These tools focus on presenting essential metrics in an intuitive and easily digestible manner, enabling faster and more informed decision-making.
3. No planet? no nothing: webpage performance, and its impact on your carbon footprint
When combined with Google Tag Manager, GA4 tracking code is often a source of performance issues on a webpage, adding to the page load and thus emitting more CO2 with each visit.
One of our manifesto commitments is making the planet a stakeholder in all our projects. The increasing contribution of the digital industry to global emissions - currently at 4%, more than the aviation industry - means that we have to be intentional about the tools we choose to use or build as they all contribute to emissions.
Conclusion
While Google Analytics remains a formidable tool, the alternatives present undeniable benefits. By considering alternative tools, you can find solutions that align more closely with your values—enhancing privacy, simplifying interfaces and thus opening access to data and focusing on emissions reduction.
The journey towards the best website analytics tool is not just about finding what works; it’s about finding what works best for you. In this pursuit, looking beyond Google Analytics can open doors to more precise data, smarter decisions and a thriving online presence.
Let’s embrace the possibilities and elevate our digital strategies to new heights.
If you’d like some support with your data strategy, we’d love to chat. Email hello@manifesto.co.uk and we'll get something in the diary.