Is Google Analytics Now Passe?

Website performance is very dependent on data analytics and, by default, Google Analytics is the go-to service for all-things Web-related. However, in the digital age and innovation, that is no longer the case; data analytics is now available in large swaths, meaning there is plenty to choose from.

Since Google entrenches itself within the Web infrastructure, many now question if Mountain View should be the end-all for analytics. After all, a lot of Internet traffic is under tracking via Google. As it is a growing concern, according to Fast Company, a series of privacy-centric analytics are starting to appear. These start-ups, which are popping up over the last year, claim to not collect any personal data. Instead, they only work on and display simple web-traffic metrics, like pageviews, referral websites, and access device details.

Before delving further, keep in mind that these next-gen analytics services require some programming knowledge and the willingness to spend. After all, these platforms are providing a premium service – protecting and respecting user privacy.

Among the few that most websites are engaging include:

Fathom (Paid/Free)
Google-Analytics-Alts-01

Paul Jarvis, a long-time webpage development veteran, feels Google Analytics is tracking more data than necessary. To address his growing concern, he rolled-out his own open-source analytics service, Fathom. Featuring just one webpage that shows a tracking graph for pageviews and visitors, it measures the very basics in Web traffic. This includes bounce rate, referrals, and top-rated pages. The data shows up as aggregated information. There is a paid service variant that has Jarvis and his partner hosting a more advanced Fathom offering that receives regular maintenance.

Simple Analytics
Google-Analytics-Alts-02

This is different from most third-party analytics as it offers a straightforward study of webpage traffic. Interestingly, it doesn’t use any cookies to track users and even complies to the ‘Do Not Track’ feature on Web browsers. According to creator, Adriaan van Rossum, some users prefer using Simple Analytics because of its easy-to-use interface.

Matomo
Google-Analytics-Alts-03

As one of the first private attempts to compete with Google Analytics, it offers a decentralised analytics platform for all. This is truly for folks who prefer not being dependent on private entities that want to muscle out the competition. Users, according to the team behind Matomo, on this platform comprise about 1.5% of the Internet. A majority of these users prefer loading up the analytics code onto their servers. Being the primary host means no one, besides the server owner, can get to the data. To-date, United Nations, Amnesty International, NASA, and the European Commission are users of Matomo.

SiteWorthTraffic

For those keen on using free Web traffic analytics and not deal with payment prompts, look to SiteWorthTraffic. It’s a tracking platform that not only shows pageviews and page rank, but also the webpage’s estimated value. It also compiles statistics from Alexa, Facebook referrals, and projected earnings. It even provides quick-tips on SEO management and how to improve domain authority.

Text by: Victor Yap


MARKETING Magazine is not responsible for the content of external sites.

The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)

 

Download Event PDF
Submit Entries Here




Subscribe to our Telegram channel for the latest updates in the marketing and advertising scene