google analytics

It’s been a while since the first online marketing campaigns started. The first online marketing campaigns date back to the mid-1990s, when the online world was nearly a barren land. Nowadays, big companies allocate most of their advertising budgets to online campaigns. According to a recent survey covering 2024 and 2025, companies invested up to 80% of their marketing budget in online initiatives.

In this context, tracking users’ habits and preferences is paramount for brands trying to expand their digital presence. Google provides its own free tool for the job: Google Analytics 4 (GA4). GA4 came out in 2020, replacing Google’s previous version, Universal Analytics (UA). However, many users still find it overly complicated and are looking for a Google Analytics alternative. Here’s how to track users without GA4. 

Why Look Beyond GA4

Undeniably, Google’s web tracking tool has its merits, like event-based measurements and AI-backed predictive analytics. Yet it falls short of complying with GDPR and other data privacy regulations, to the point of being considered unlawful in countries such as Austria, France, and other EU jurisdictions. Besides, because Google GA4 can’t import data from UA, tracking historical user information can be a problem. 

While some companies still use it alongside other tracking tools, it’s also possible to consider a Google Analytics replacement. Marketers can harvest crucial information about logged-in users, such as the articles they read and which features they use most, which GA4 tends to get too nosy about. Nevertheless, doing so with GA4 is a matter of choice. After all, tools like Publytics can do it without using cookies, preserving user privacy. 

A GA4-less Strategy

The good news is that there are many possible approaches for companies looking for a Google Analytics alternative. Typically, specialists divide them into four categories:

  • Self-hosted/Open-Source: gives companies full data ownership and control over customization.
  • Product/Behavioral Analytics: user-centric tools tracking metrics like funnels, feature adoption, and retention.
  • Enterprise/Advanced: cross-channel marketing platforms designed for big companies, specialized in customer journey analysis.
  • Privacy-Focused/Lightweight: tools that are GDPR-compliant and geared towards user anonymity, offer basic setups and controls.  

Companies can choose among the approaches mentioned above or create their own combination. The key point here is that it’s possible to track users without GA4, even though native tools from Google Ads might still be helpful. For long historical data, CRM (customer relationship management) integration is the best option. Additionally, a Google Analytics alternative for consolidating disparate reports is combining different visualization tools. 

Charting a New Course

Moving away from GA4 isn’t a limitation but a liberation. Google’s tools will still be there for free, but they are no longer the only options for professional marketers. It’s good to know that it also has its flaws, and that it’s possible to work around them. In this context, data privacy compliance becomes a competitive advantage for businesses and a mandatory feature for the most attentive users. The future of data analytics is purposeful, user-centric, and, above all, user-respectful.