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Exploring Google Analytics GA4 Alternatives: Entering The Post UA World

Google Analytics Universal Analytics (UA) was widely embraced by website owners and marketers as a powerful tool for tracking and analysing website data. However, with the arrival of Google Analytics 4 (GA4) as its successor, the era of Universal Analytics has come to a close. As UA reaches its expiration, businesses are now seeking alternative analytics solutions to continue effectively monitoring and understanding their website performance. In this article, we will explore several Google Analytics GA4 alternatives that can cater to the needs of businesses in this post-UA era. 


Adobe Analytics 

Adobe Analytics is a comprehensive enterprise-level analytics solution that provides deep insights into customer journeys across multiple touchpoints. While it may be more suitable for larger organizations due to its pricing and complexity, Adobe Analytics offers advanced features such as real-time data analysis, predictive analytics, and integration with other Adobe Marketing Cloud products. It enables businesses to measure the effectiveness of marketing campaigns and optimise customer experiences effectively. 



Mamato, previously known as Piwik, is an open-source web analytics platform that provides a comprehensive alternative to Google Analytics GA4. With Matomo, users have full control over their data, including the option for self-hosting, ensuring data privacy compliance. Matomo offers extensive tracking and analysis capabilities, including page views, visits, bounce rates, and user demographics. Additionally, its customisable dashboard and reporting features make it a popular choice for businesses in need of a flexible analytics solution.



Clicky is a real-time web analytics tool designed for simplicity and ease of use. With its intuitive interface and instant data updates, Clicky provides an excellent user experience for website owners and marketers. It offers essential features such as heatmaps, uptime monitoring, and goal tracking, helping businesses understand user behaviour and optimise their websites accordingly. Clicky’s free tier makes it an attractive choice for small and medium-sized businesses. 



Snowplow is an open-source event analytics platform that provides complete data ownership and flexibility. By setting up customised data pipelines, Snowplow allows users to capture and analyse raw event data, providing more granular insights compared to traditional analytics tools. Snowplow is well-suited for organisations that require deep customisation and integration capabilities with their existing data infrastructure. 


Open Web Analytics (OWA) 

Open Web Analytics is a free and open-source alternative to Google Analytics, designed to provide users with comprehensive website analytics. OWA offers features such as page views, visits, and referral tracking, allowing businesses to gain insights into their website’s performance and visitor behaviour. With its customisable reporting and dashboard options, OWA serves as a viable alternative for businesses seeking a cost-effective analytics solution. 



Mixpanel is a powerful analytics platform that focuses on event tracking and user behaviour analysis. Distinguishing itself from traditional analytics tools, Mixpanel places emphasis on tracking specific actions or events on websites or applications, enabling in-depth analysis of user engagement and conversion funnels. Mixpanel’s cohort analysis allows users to segment audiences based on their behaviour patterns, providing valuable insights into user retention and experience. This platform is particularly favoured by mobile app developers due to its mobile-specific features. 


While Google Analytics 4 (GA4) replaces Universal Analytics (UA), businesses have numerous alternatives to choose from to continue monitoring and analysing their website data effectively. Matomo, Mixpanel, Adobe Analytics, Clicky, Snowplow, and Open Web Analytics are just a few examples of the alternatives available. Evaluating their unique features, customization options, and pricing models will help businesses select the most suitable Google Analytics GA4 alternative to meet their specific needs in this post-UA era. 

For personalised advice on selecting the best analytics solution for your business needs, don’t hesitate to get in touch with Dexata. Our team of experts can provide valuable insights and guidance tailored to your requirements. Contact us today to optimise your growth, digital marketing, user experience, and product performance. 


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