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Alternatives to Google Analytics

In today's digital world, collecting and analyzing web data has become essential to assessing the success of a website or online business. Google Analytics has long been the top dog in this field, but privacy concerns and the increasing complexity of the tool are leading many users to consider alternatives. Below, we compare Google Analytics to several alternatives to help you find the option that's right for you.

Why not Google Analytics?

There are many reasons why you might look for an alternative to Google Analytics. Google knows a lot about us internet users and if you don't want your website's access statistics stored on Google's servers, then Google Analytics is not the right choice for you. Moreover, with Google Analytics you only have access to the processed data, the raw data is not accessible. Lastly, the multitude of features Google Analytics offers can be daunting. If you are looking for something simpler and don't use most of the features anyway, it may be worth looking at one of the alternatives.

Google Analytics offers many advantages and disadvantages:

  • Broad acceptance

Google Analytics is one of the best known and most widely used analytics tools. Many companies are already familiar with it and have experience using it.

  • Wide range of functions

Google Analytics offers a wide range of features and analytics. You can gain detailed insights into the behavior of your website visitors and generate comprehensive reports.

  • Real-time data

Google Analytics provides real-time data that allows you to track your visitors' behavior in real time.

  • Integration with other Google tools

As part of the Google ecosystem, Google Analytics integrates seamlessly with other Google tools such as Google Ads, Google Search Console, and Google Tag Manager.

  • Privacy concerns

Google Analytics collects and stores extensive data about the behavior of website visitors on Google's servers. This may raise data protection and privacy concerns.

  • Dependence on cookies

Google Analytics relies on cookies to track and analyze user behavior. This can cause problems when visitors block or delete cookies.

  • Limited data control

With Google Analytics, you have limited control over your data because it is stored on Google's servers. You do not have direct access to the raw data.

  • Complex configuration

Setting up and configuring Google Analytics requires technical expertise and can be complex for inexperienced users.


Choosing the right web analytics software depends on your individual needs. If privacy, access to raw data and a wide range of functionality are your priorities, and you are willing to invest time in setting up and learning the tool, then Matomo might be the right choice for you.

Deciding on a Google Analytics alternative should not only be based on current needs, but also take into account future needs. It's important to choose a tool that can evolve with your business.

Given the growing privacy concerns and complexity of Google Analytics, switching to an alternative like Matomo is worth considering. It offers robust features, a strong community and privacy-friendly practices that make it a valuable addition to any online business. Plus, it's free and open-source, which means you have full control over your data and can customize the software to your specific needs.