Google Analytics has become an indispensable part of digital analytics in many organisations, even though it comes with significant privacy concerns. GDPR compliance regulations require users to take control of their data and handle it responsibly. As a result, there are many GDPR-compliant alternatives available on the market that provide equal, if not greater, analytical value.
Matomo is a traditional analytical tool that has been widely used by most clients in the past. Despite being an effective tool, Matomo is not as compatible with traditional Google Analytics (GA) as users would like. Users would like to see better integration between Matomo and GA, as this would allow for easier comparisons between the data, easier switching between the two tools and a better user experience. Although Matomo is not fully compatible with traditional GA, it remains an effective tool for analysing data and gaining valuable information about website visitors.
Piwik PRO is a platform that provides advanced analytics for demanding users. Their system is fast and provides on-demand sampling, allowing users to quickly get the data they need. The APIs are integrable with the raw data, allowing users to customise it to their needs. Customer support is excellent, and the onboarding process for former UA users is easy. In addition, they have their own TMS which simplifies the vendor list. High privacy standards are also an important part of their platform. They have several options for hosting, including locally available servers from Elastix (Sweden), Orange (France) and Azure (DE+NL). They also have SDKs available for mobile apps that allow integration and tracking according to desired requirements.
PostHog is a popular platform that provides in-depth product insights, session recordings and is open source. Its popularity stems from its ability to understand user experience and analyse data in detail. However, it is important to note that using PostHog usually requires a lot of setup and customisation. The user needs to create their own customised overall data strategy, which may include obtaining an additional third-party tag management tool (TMS). Nevertheless, PostHog remains an attractive choice for those who want to analyse data in detail and gain insights into the user experience.
PostHog is a very useful tool for those who want to analyse data in detail and gain insights into the user experience.
Adobe Analytics is a powerful platform with advanced Ad-Hoc segmentation capabilities, allowing users to accurately segment data and gain meaningful insights. Although Adobe Launch is also an excellent and powerful solution, it has a high complexity and cost of implementation and training for internal users. The addition of the CJA solution has brought even more complexity and cost. In addition, Adobe Analytics has an excellent reputation for security and has been declared GDPR compliant, which means that it handles the protection of personal data with care and provides a high level of protection.
In the end, the choice of which alternative to use depends on your organisation’s analytical objectives and budget. While there are many options, it is crucial to keep in mind the GDPR requirements for security, data processing and user-friendliness and choose a tool that meets or exceeds these guidelines.