9 Highly effective Google Analytics Options For Entrepreneurs In 2022


On the subject of web site analytics, Google Analytics is the king. That is true although many web sites use a number of analytics platforms.

Is Google Analytics’ dominance within the analytics market the identical as its crushing dominance within the search engine market, with solely weirdos utilizing different search engines like google?

No. Many individuals use a Google Analytics various as a result of they need extra options, or have issues over knowledge privateness.

A current ruling of an Austrian Knowledge Safety Authority places extra strain on entrepreneurs to search for a Google various.

With options, some need to perceive shopper engagement, and others care about go to statistics. Some document warmth maps to get insights into bettering the net web page’s consumer interface (UI). Others are solely focused on show advertisements’ efficiency.

Nobody resolution covers all of the use instances, and varied Google Analytics options convey distinct benefits to the desk.

Except for that, there are a number of causes to not use Google Analytics, although it’s free. (This can be a big purple flag for any services or products, however extra on that later.)

Let’s have a look at the issues and controversies with Google’s net analytics, then discover options for ecommerce entrepreneurs.

Why Ecommerce Entrepreneurs Ought to Use Analytics within the First Place

Accurately carried out net or in-app analytics offer you an enormous alternative to study from real-life examples. Don’t miss out on this perception by merely believing in vaguely outlined intestine instincts. This is only one of many errors an ecommerce marketer could make.

Solely knowledge issues.

However to gather it, cross-reference, and analyze it, you want a correct analytics resolution.

There are three areas the place an analytics software may help you enhance your online business.

Net Pages

Use superior net analytics to enhance the design of your retailer web page. Check varied options, spot, and get rid of issues that will deter individuals from finishing the acquisition. 


Don’t underestimate the worth of knowledge on individuals visiting your web site. Tailor your store expertise in the direction of extra worthwhile segments of your viewers and attempt to deal with issues that potential audiences face. Check new sources of site visitors, akin to area redirect.


You may get hints on what individuals take into consideration your product or how they use it by monitoring the return price, assist tickets, or—in case your product is an app or has an accompanying app—utilizing in-app analytics.

Google Analytics Historical past

Google Analytics goes manner again to instances when web page go to statistics had been every thing. The historical past of GA began with buying Urchin, an online analytics software program that grew to become the inspiration of the long run net analytics chief. 

Urchin was developed when nobody had even dreamt about cellular shopping or cross-device monitoring. Everybody was solely focused on uncooked numbers: what number of visits on my web site, what number of clicks on the decision to motion (CTA).

The Wants of a Up to date Ecommerce Marketer

In the present day’s actuality requires much more sophistication. Easy go to counting with views per thirty days received’t lower it. To construct the optimum consumer expertise, entrepreneurs want further options like:

  • Actual-time analytics
  • Deserted cart monitoring
  • In-app monitoring
  • Buyer journey
  • Offline and on-line gross sales monitoring
  • Cellular apps monitoring
  • Monitoring the complete consumer journey
  • Shopper lifetime worth
  • Cross-device monitoring
  • Private knowledge safety and compliance with GDPR, Russian knowledge safety legal guidelines, Chinese language safety legal guidelines, and extra
  • Consumer habits monitoring
  • Predictive analytics
  • Actionable insights

Sprinkle that with customized occasion monitoring capabilities for added personalization, and also you get the concept of what it is best to search for in Google Analytics options.

The Excellent Analytics Software program

Entrepreneurs don’t simply need to know if they’re worthwhile. They need to know why they’re worthwhile (or not) and the best way to improve profitability, entice prospects, and study from them.

Google has been updating its product with many options however couldn’t change its core design constructed round web site analytics.

Getting this knowledge is easy.

Getting anything from Google analytics is a problem – at greatest.

analytics software permits you to:

  • get knowledge from a number of channels, 
  • uncover conversion funnels, so paths that prospects take that lead to a conversion, 
  • determine consumer habits, 
  • present detailed knowledge, not sampled, 
  • and obtain all that with no strict knowledge limits.

What are the issues with Google Analytics?

The purpose right here is to not make Google Analytics look dangerous however to current its limitations.

GA makes use of session cookies to trace consumer engagement. These cookies die out after the session ends: an online browser is closed. 

This doesn’t match the trendy world and consumer habits. Customers usually change gadgets: they begin studying on a laptop computer, proceed studying on a cellular gadget whereas on their method to work, and end on their laptop. 

That’s typical buyer habits.

Additionally, customers don’t essentially make a purchase order or interact in any other case with an online web page the very first time they’ve seen your advert.

It could take a while to create model consciousness in a consumer’s thoughts. The customers themselves might also want time to test evaluations of your product, learn opinions, suppose a bit about it, and return to your product later.

People usually are not algorithms that make prompt selections on the go: they could be drained, in a rush, in a foul temper, or on the unsuitable gadget.

Google Analytics can’t observe this erratic habits.

Privateness Considerations

There’s an issue with all supposedly free platforms, and the overall knowledge is:

“In case you’re not paying for the product, you’re the product.”

In case you’re involved about knowledge possession, Google Analytics could also be problematic. In spite of everything, this firm will get most of its earnings from promoting advertisements via Google Adverts.

You need to study what works in your web site, however they need to understand it as effectively. 

Who is aware of what knowledge mining they carry out to feed Google Adverts’ algorithms.

The issue is much more important when dealing with delicate buyer knowledge, like medical data. There may be separate laws on dealing with delicate knowledge in lots of international locations.

Additionally, Google Analytics is not compliant with GDPR necessities, at the least not with no right setup. This laws affords the very best degree of safety for firms inside its jurisdiction. The Austrian DPA ruling states that Google Analytics won’t ever be GDPR compliant – it nonetheless passes delicate knowledge to servers based mostly within the US. Knowledge that may be accessed and even de-anonymized by authorities.

As you’ll study from our rating under, you could find a privacy-friendly various price including to your analytics software belt.


If Google Analytics had been a constructing, it will be a pyramid—constructed the other way up. In an try to meet up with the altering world, Google has been including new options for the previous ten years. The result’s, effectively, a strong but advanced product.

There’s a motive for thus many Google Analytics programs being out there on-line. This can be a testimony of not solely Google Analytics’ recognition but in addition of its complexity. 

The training curve is steep and time-consuming. Not everybody desires to dedicate a portion of their lives to studying analytics. Some individuals solely desire a easy resolution that can inform them immediately what works and what doesn’t.

This doesn’t essentially imply that options to Google Analytics must be restricted in performance. It’s good to search for a feature-rich platform that gives customized studies and easy analytics on the similar time.

Knowledge Sampling

Google Analytics doesn’t at all times offer you entry to the uncooked knowledge it collects. Typically, the offered numbers are merely sampled. That signifies that Google takes a pattern of your knowledge, analyses it, and extrapolates the outcomes. 

This brings outcomes that, nevertheless correct they could be, are nonetheless simply estimations as a result of they don’t seem to be based mostly on actual knowledge.

Google Analytics options present entry to uncooked knowledge. That’s considered one of their main promoting factors.

Aggregated Knowledge

Google Analytics likes huge numbers. It believes in statistical and big-scale evaluation relatively than zooming in to the extent of a single consumer.

Relying in your scale, chances are you’ll be extra focused on analyzing single-user journeys relatively than aggregated knowledge—primarily when you promote a decrease amount of things with excessive margins.

Google Analytics Options for Ecommerce Entrepreneurs

Let’s go over among the greatest Google Analytics options, match for one-person operations and mid-size companies.


Matomo Analytics

Matomo (a Japanese phrase meaning “honesty”) is an open-source Google Analytics various. It shines in areas the place GA lacks: knowledge possession, self-hosted installations (there’s a cloud choice, too), GDPR compliance, and no knowledge sampling.

Matomo (previously referred to as ‘Piwik’) is free for these customers that go for the “on premise” (self-hosted) model. This offers customers full management over the tracked knowledge. It additionally provides further prices of renting or organising a server.

For comfort, customers can get a cloud model of Matomo. The value is determined by the variety of month-to-month guests.

Ecommerce entrepreneurs can use Matomo’s options devoted to their use case. As soon as this function is enabled, it permits customers to trace order values, transport prices, deserted carts, and extra.

  • Open supply: Sure
  • GDPR compliant: Sure
  • Free plan: Sure, for the self-hosted model
  • Ecommerce oriented options: Sure

Piwik Professional Analytics Suite

Piwik Pro

Piwik Professional Analytics Suite branched out of Piwik, an open-source platform referred to as Matomo. It affords a strong analytical resolution with complete insights and a low barrier of entry.

Piwik Professional consists of a number of modules devoted to evaluation, tag administration, and consent assortment. It additionally permits SharePoint analytics, one thing that Google Analytics lacks.

That is considered one of many Google Analytics options that emphasizes knowledge privateness for each its customers and tracked prospects. It affords compliance with GDPR and different privacy-oriented laws and the choice to trace knowledge of consenting customers just for privacy-friendly analytics.

Piwik Professional has choices devoted to ecommerce monitoring. Nevertheless, their implementation is barely extra difficult, because it entails copying JavaScript written capabilities right into a monitoring script.

  • Open supply: No
  • GDPR compliant: Sure
  • Free plan: Sure, for cloud-hosted core plan 
  • Ecommerce oriented options: Sure



StatCounter is the oldest contender on our listing. Relationship again to 1999, it’s a dwelling piece of web historical past.

Don’t be fooled into pondering that its tech is previous and out of date. StatCounter permits you to observe net site visitors and analyze audiences. It additionally detects bot site visitors and, by syncing with Google, can present you what key phrases your guests used to search out your web page.

The sturdy emphasis on viewers evaluation is among the key options of StatCounter. It doesn’t, nevertheless, have devoted options for ecommerce advertising and marketing.

StatCounter affords a free, ad-supported plan (advertisements show on their web site, not yours!)

  • Open supply: No
  • GDPR compliant: No (however may be set in a manner that’s GDPR-compliant)
  • Free plan: Sure, for 500 web page visits per thirty days and a free trial of paid plans
  • Ecommerce oriented options: Sure


www.woopra.com Screenshot

Woopra is a platform that wishes to interrupt the principles of the analytical sport. Its aim is to ditch historical channel-specific analytics and focus consumer consideration on buyer expertise.

Woopra builds a person profile of every consumer and data each touchpoint, together with assist tickets, textual content messages, and so forth. Integrating in style platforms and automation options provides much more to the already excessive worth.

For entrepreneurs centered on monitoring the lifetime worth of a buyer and bettering their product, Woopra could be a super alternative. It has a free plan. Nevertheless, if you need greater than what’s provided on this plan, put together to spend some severe money, because the lowest paid plan is $350.

  • Open supply: No
  • GDPR compliant: Sure
  • Free plan: Sure, for 500k actions per thirty days and a free trial of paid plans
  • Ecommerce oriented options: Sure


voluum.com Screenshot

Most analytical options and Google Analytics options supply exactly what they promise: a platform that data web site knowledge and presents them as studies.

Voluum is an advert monitoring platform that brings extra to the desk. It’s excellent for entrepreneurs that like to regulate their advertising and marketing methods on the fly and A/B check completely different concepts.

Voluum can rotate affords or use AI to drive extra site visitors to essentially the most worthwhile supply or touchdown web page. It helps redirect monitoring, which doesn’t require modifying touchdown or supply pages. 

This platform hits all of the marks a correct Google Analytics various ought to have, plus some. It could possibly drive prospects with distinctive traits (for instance, completely different gadget sorts) to separate marketing campaign funnels to make sure an optimum expertise.

Voluum handles huge numbers by recording them with ease and utilizing its huge reporting engine to current them meaningfully.

  • Open supply: No
  • GDPR compliant: Sure
  • Free plan: No, however a free demo is out there
  • Ecommerce oriented options: No


heap.io Screenshot

Heap is attempting to set itself other than different analytical options that it doesn’t even name itself one. As a substitute, Heap makes use of the time period ‘digital perception platform,’ however what they provide lies inside what different analytical options present.

It has a set of options devoted to ecommerce entrepreneurs that permit them to recreate buyer journeys by monitoring each interplay together with your websites. 

Heap claims it’s user-friendly and intuitive; this product is extra fitted to groups in huge firms relatively than for small entrepreneurs attempting to promote their handmade jewellery. Heap affords a free plan and a free trial of paid plans in case you are .

  • Open supply: No
  • GDPR compliant: Sure
  • Free plan: Sure, and free trial
  • Ecommerce oriented options: Sure


www.kissmetrics.io Screenshot

Kissmetrics is a platform constructed for medium-size ecommerce shops. It has all of the options you need, like viewers evaluation and detailed buyer studies.

Not like Google Analytics, Kissmetrics just isn’t centered on sampled web page view knowledge. It measures every buyer touchpoint to get a whole image of the client journey. 

The quick model is that they assist flip potential prospects into advocates. 

Kissmetrics could also be laborious to arrange when you lack the experience or don’t have a useful IT division at hand. Nevertheless, it can convey the outcomes you count on from it as soon as set.

Kissmetrics doesn’t have a free plan, however potential prospects can request a platform demo.

  • Open supply: No
  • GDPR compliant: Sure
  • Free plan: No
  • Ecommerce oriented options: Sure

Adobe Analytics

Adobe Analytics

Adobe Analytics is a software from a widely known firm that makes software program for creators. As chances are you’ll count on, the analytics platform is full of options.

First, it’s a net analytics software. Net analytics continues to be the core of consumer habits. However Adobe Analytics is much from being simply that, which brings us to the second level.

Second, this analytics platform can join any further advertising and marketing channel you’ll be able to think about. Social, IoT, video, cellular apps, you identify it. Get gross sales knowledge from wherever they seem.

Third, it may well attribute all of your knowledge from these channels to conversion occasions.

Fourthly, and most impressively, it may well make use of predictive analytics to provide you insights into the long run. Whereas most analytics instruments assist you to study from the previous, solely Adobe Analytics tries to point out you the long run.

Sadly, official pricing just isn’t out there. You may solely get in contact with a gross sales rep to get a quote.

  • Open supply: No
  • GDPR compliant: Sure
  • Free plan: No
  • Ecommerce oriented options: Sure



Oribi exists on the opposite finish of the spectrum from Google Analytics or Adobe Analytics. It’s a software that everybody ought to use, not simply builders or skilled analysts. 

Don’t get fooled by pondering it’s a easy platform for small-time entrepreneurs. Companies like Audi and Sony use Oribi.

Oribi works out of the field with out requiring a posh setup. Its simplicity doesn’t restrict its functionalities: it delivers actionable insights and supplies an in depth view of particular person buyer journeys.

Oribi ticks all of the containers of excellent analytics software program. It exhibits you traits, connects a number of channels, tracks varied occasions, attributes conversions to the right sources, and presents them in customizable studies.

Oribi affords a free trial choice, and its paid plans depend upon the utilization parameters.

  • Open supply: No
  • GDPR compliant: Sure
  • Free plan: No, however a free trial is out there
  • Ecommerce oriented options: Sure

One Analytical Resolution is Not Sufficient

Whereas attempting to be complete, these instruments normally do one factor nice, however others, not a lot. The general notion is that it is best to use multiple resolution to have an correct fowl’s-eye view.

Use one resolution for web page metrics and one other for buyer engagement, one to measure web page views, and one other to document conversions utilizing postbacks.

Compile your individual set of analytics software program that can suit your use case, particular to your online business targets. Observe as you want and use the detailed insights to make higher enterprise selections. 


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