Google Analytics 4 (GA4) is an essential tool for tracking website visitors. However, it lacks several functionalities, forcing marketers to look for an alternative.
With so many alternatives on the market, it can take time to pick one. But that’s what we’re here for — to help you choose the right tool for your specific needs. In this blog post, we’ll review the five best GA4 alternatives you should consider switching to.
- Switching from GA4 might be your best move, as UA will be sunsetted on July 1, 2023.
- GA4 is an upgrade from UA, but it lacks features key GA4 alternatives — Mixpanel, Amplitude, Heap, Adobe Analytics, and Kissmetrics offer.
- Mixpanel is an excellent GA4 alternative for tracking user behavior patterns across multiple devices and platforms.
- Marketers should consider Amplitude Analytics if they want to go beyond tracking their marketing website on desktop or mobile.
- Similar to Mixpanel, Heap and Kissmetrics can be great alternatives to GA4 for marketers interested in event-based tracking.
- Adobe Analytics can be viable for those looking for longer data retention and more complex campaign tracking mechanisms.
GA4’s event-based tracking makes it easy to see how visitors come to your website. Like GA4, Mixpanel labels each user with a unique identifier, making it a great option to track users’ behavior patterns across multiple devices they might be using.
Data Update Frequency
24 to 48 hours
Up to 14 months
Historical Data Import
Variety of options
Impact or signal reports
Free with limits. Unlimited version starts at $12,500/month.
Free up to 100,000 monthly tracked users. Paid plans start at $25/month.
With the best-in-class cross-device tracking feature, Amplitude Analytics is focused on everything beyond the marketing website.
Across devices, platforms, and channels
First-party cookies and Google account
Combining Online and Offline Events
Support all websites and products
Relies on mobile and web
Tracking User’s Journey
Supports sales accounts tracking and other aggregations
Funnel and path exploration features
Almost 90 tools in partner ecosystem
Only two implementations that work within Google’s ecosystem
Launched in 2013, Heap is an insights platform focused on event-based tracking similar to GA4.
Adobe Analytics is a part of the Adobe Experience Cloud, which offers granular data analysis. It lets you analyze data from any digital point in the customer journey and the platform is popular for its customization and flexibility.
Founded in 2008, Kissmetrics is a behavioral analytics tool for product and marketing teams.
Anonymous Data Tracking
GA4 collects anonymous data, which means that their results are based on a broad sample of visitors, informing you about your website’s general website performance. Since GA4 uses anonymous data tracking, they assume that each visit represents a new visitor. As a result, when customers use different devices, the conversion rates are inaccurate.
Kissmetrics associates all of their data with a single person and detects when they visit your website from several devices or browsers. Conversion reports are more accurate since it connects all of this data.
Google Analytics records sessions and events rather than visitors. While it doesn’t create customer journeys automatically, it gives you a customer journey view based on events and sessions it tracks. GA4 helps you understand what’s going on your website before the conversion occurs, but it leaves many questions regarding the overall experience of individual users.
Kissmetrics tracks full customer journeys and displays drop-offs along the way, enabling you to determine when exactly a potential buyer has opted out of a transaction.
Considering that Kissmetrics tracks users on multiple channels and gives you the full picture of your customer journey, it’s best to use this tool to identify leaks in your funnels. This will ultimately help you optimize your campaigns and boost conversions.