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    GA4 vs. Third-Party Analytics Alternatives: Should You Make the Switch?

    Date

    15th May 2025

    GA4 screenshot

    Have you found yourself trying to navigate your Google Analytics 4 (GA4) dashboard, thinking, “This used to feel simpler”? If so, you’re not alone.

    Chapters


    1. A Quick GA4 Refresher
    2. Why GA4 Is Still the Industry Favourite
    3. Why Some Are Eyeing the Exit
    4. Exploring Third-Party Analytics Alternatives
    5. So, GA4 or Something Else?

    Have you found yourself trying to navigate your Google Analytics 4 (GA4) dashboard, thinking, “This used to feel simpler”? If so, you’re not alone. When GA4 replaced Universal Analytics, it promised smarter insights, better privacy compliance and a sleeker, more flexible and future-ready tracking model. But for all its bells and whistles, GA4 isn’t everyone’s cup of data!

    That’s why more businesses are weighing up GA4 vs. third-party analytics alternatives, trying to figure out if it’s worth sticking it out or if it’s time to check out what else is on the shelf.

    So, is GA4 still the gold standard, or is it time to jump ship? Below, WRD weighs up GA4 vs. third-party analytics alternatives to help you decide.

    A Quick GA4 Refresher

    GA4 reports screenshot

    GA4 is Google’s big update to Universal Analytics (which was sunsetted in July 2024), and it’s all about preparing for a future with fewer third-party cookies and more complex user journeys.

    It uses an event-based tracking model rather than the old pageview-centric one, giving businesses more granular data across websites, apps, and devices.

    And while it might feel like a bit of a learning curve, it does pack a punch.

    Why GA4 Is Still the Industry Favourite

    Despite a lot of marketers having teething problems with the adoption of GA4, many have stuck with it. When comparing GA4 vs. third-party analytics alternatives, here’s where it excels:

    Privacy-first features

    GA4 is built with data privacy in mind. It doesn’t store IP addresses (they’re anonymised automatically), and you can enable a consent mode to ensure user choices are respected as they move around your website.

    Data retention is limited by default, too. That means less personal info floating around, helping you stay on the right side of GDPR and other privacy laws.

    Event-based tracking

    Every interaction, from clicks to scrolls, is an ‘event’ in GA4. So, you’re not just watching what users see but what they do.

    Cross-platform tracking

    Users don’t just live in one place anymore. GA4 lets you track activity across websites, mobile apps, and even different devices, all in one place. You’re no longer guessing which touchpoint worked; GA4 gives you the whole story.

    Google Ads integration

    GA4 plays very nicely with Google Ads. You can build audiences, measure conversions, and optimise performance without switching tabs. Less guesswork, more conversions, and a better-spent budget!

    AI-driven insights

    Using machine learning, GA4 can flag anomalies, forecast behaviour, and even predict churn without you needing to manually crunch the numbers. Features like Predictive Metrics and Analytics Insights become your own data analysts on autopilot, guiding your next moves.

    Custom reporting

    GA4’s Explorations feature (formerly Analysis Hub) gives you custom funnels, pathing, segment overlaps and slick visualisations. No more one-size-fits-all dashboards; you can build your data storytelling exactly how you need it.

    Why Some Are Eyeing the Exit

    website analytics on paper

    Despite the pros, not everyone’s in love with GA4. Here’s why some marketers and developers are delving into GA4 vs. third-party analytics alternatives more seriously:

    Limited user tracking

    GA4 is privacy-conscious by design, but that means less detail on individual users. If you need highly granular user-level data, it might feel like a step back.

    Data delays

    Unlike Universal Analytics’ updates, which are delivered in just a few hours, GA4 can take up to 48 hours to show full data. That’s a long wait when you’ve got campaigns to optimise!

    You don’t fully own the data

    You’ve got access and can export what you need (especially if you’re using BigQuery), but the data still lives on Google’s terms in Google’s cloud. If total independence is a priority, GA4 might feel a bit limiting.

    Interface frustrations

    GA4’s dashboard isn’t exactly plug-and-play. Many users find it unintuitive, with key metrics hidden behind layers of menus or only accessible through custom reports.

    If you’d like a hand getting to grips with GA4, check out our Google Analytics Training!

    Privacy trade-offs

    GA4’s privacy-first approach keeps things compliant, but it also means less visibility into individual users. So, if you’re after raw data or detailed user tracking, GA4 could be a little restrictive.

    Data sampling

    When working with large datasets, GA4 can sample your data. That means the numbers you see aren’t always the whole picture, with valuable details sacrificed to make things run faster. Using BigQuery is one way to get around this problem.

    So, if GA4 doesn’t quite work for you, what are the alternatives?

    Exploring Third-Party Analytics Alternatives

    If you’re not gelling with GA4, there’s a growing list of tools that might be a better fit. When it comes to GA4 vs. third-party analytics alternatives, here are some of the top contenders:

    1. Matomo

    Best for: Full data ownership

    Open-source and self-hostable, Matomo gives you control and privacy with no data sampling.

    Watch out for: A steeper learning curve if you go self-hosted.

    2. Plausible

    Best for: Lightweight, privacy-first insights

    No cookies, no fuss, just clean, compliant dashboards.

    Drawback: Limited features compared to GA4.

    3. Amplitude

    Best for: SaaS and product-led teams

    Brilliant at deep behavioural tracking and retention analysis.

    Not ideal if: You’re on a tight budget; pricing can scale up fast.

    4. Piwik PRO

    Best for: Regulated industries

    Enterprise-level privacy with GDPR & HIPAA compliance and on-prem hosting options.

    Downside: Less flexibility and less transparent pricing.

    5. Umami

    Best for: Developers who want privacy, ease and efficiency

    Open-source, cookie-free, and beautifully minimal.

    Heads up: Light on advanced features and integrations.

    Tool Best For Key Benefits Drawbacks / Watchouts
    Matomo Full data ownership Open-source, self-hostable, no data sampling Steeper learning curve for self-hosted setup
    Plausible Lightweight, privacy-first insights Cookie-free, compliant, simple dashboards Fewer features than GA4
    Amplitude SaaS and product-led teams Excellent behavioural tracking and retention analysis Can become expensive quickly
    Piwik PRO Regulated industries GDPR/HIPAA compliant, enterprise-ready, on-prem options Less flexibility, opaque pricing
    Umami Developers wanting privacy and simplicity Open-source, minimal, cookie-free Lacks advanced features and integrations

    Also, remember to factor in the price tag when exploring these GA4 alternatives. Many have a free starter version, but with some, costs can soar quickly depending on your needs.

    So, GA4 or Something Else?

    It really comes down to what you want from your analytics setup. When comparing GA4 vs. third-party analytics alternatives, you need to look further than the features. Privacy, flexibility, usability, control, and, of course, budget all need to be included in the equation.

    Our advice?

    Stick with GA4 if:

    • You rely heavily on Google Ads
    • You want advanced, predictive analytics
    • You like the fact it’s free (up to a certain point!)
    • You’re already comfortable navigating the GA ecosystem

    Try a GA4 alternative if:

    • Data ownership is a top priority
    • You want visibility into all traffic sources, including cookieless users
    • You need access to user IP addresses (GA4 anonymises this by default)
    • You need clearer, simpler reporting
    • Your team struggles with GA4’s interface
    • You want to self-host or reduce reliance on Google

    When it comes to GA4 vs. third-party analytics alternatives, there’s no one-size-fits-all answer. The best platform is the one that gives your team the clarity and control it needs to make smart decisions without drowning in dashboards, red tape or ever-climbing costs.

    If you want clearer insights (and less dashboard doom-scrolling), drop us a message at WRD, and let’s talk about how to get analytics that work for you.

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