Google Universal Analytics is closing down - get ready for the alternative!


More and more states in the EU are making Google Analytics illegal, and if that isn’t enough to make you look for an alternative web analytics software, here is another strong argument:

You might have heard that Google will begin turning down Google Universal Analytics by July 2023. For your company that means you will lose valuable data insights if you don’t act now.

A new product named Google Analytics 4 (GA4) will replace Universal Analytics. Since it is conceptually different there is no upgrade path. You will have to start with no historical data if you chose to create a Google Analytics 4 property. 

As mentioned in our newsletter in February, Google Analytics 4 comes along with some data privacy hurdles and is extremely difficult to set up in a GDPR-compliant way. We strongly recommend looking into the alternative open source solution Matomo Analyticswhich focuses on user privacy and data ownership. A detailed comparison between Matomo and Google Analytics 4 can be found in our latest blog post. Ramsalt has been offering Matomo for the last couple of years and exclusively made good experience with it.

We scanned the market for data analytics systems that do not have GDPR challenges. There are many suitable tools for eCommerce, but if you are going to measure traffic and behavior instead of conversion and money, Matomo is clearly the best option.

Einar Ryvarden - CTO The Norwegian medical journal

4 reasons to start tracking data with Matomo Analytics

  1. Offers 100% data ownership and data protection
    You get the power to decide what happens to your data, on which servers it is stored and that your user’s privacy is protected - with no external parties looking in.
  2. Import of historical Google Analytics data possible
    No need to sacrifice your historical Google Analytics data as you can import your GA data directly into your Matomo.
  3. Enhanced tracking features like heatmaps, funnels & A/B tests
    Go above and beyond with your data insights. Advanced tracking features help you to make the most out of the data and create a full picture of your users.
  4. Easy to use
    Easily navigate through a user-friendly interface to get the data you need, faster.

Contact our Analytics Manager Nina Holzapfel [email protected]for further information and guidance

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