etracker vs. Google Analytics

Legal compliance and high data quality with etracker

Data collection does not require consent

The use of etracker analytics may be based on Art. 6 para. 1 lit. f) GDPR, as the data protection-friendly processing does not outweigh the interests or fundamental rights and freedoms of the data subject. Only information such as browser or header information that is transmitted inevitably or due to the (browser) settings of the end device is processed for visitor recognition. This is therefore not to be regarded as “access to information that is already stored in the terminal equipment”. In addition, no properties of an end device, such as the screen size, are read out. In this respect, there is no obligation to obtain consent in accordance with the TTDSG.

On the other hand, the supervisory authorities have decided that Google Analytics may only ever be used with consent: regardless of whether with or without cookies, even with IP anonymization (as this only takes place downstream) or in consent mode.

“In addition, in cases where third-party service providers are involved in tracking as processors, it must be ensured that these service providers also process data of the data subjects for their own purposes (e.g. to improve their own services or to create interest profiles). In this case – and even if the third-party service provider only reserves the right to do so in the abstract – the scope of commissioned processing in accordance with Art. 28 GDPR is exceeded. For the transmission of personal data – even if only the IP address – to these third-party service providers, Art. 6 para. 1 lit. f) GDPR [das überwiegende berechtigte Interesse] then generally does not form an effective legal basis.”

(Source: Guidance from the supervisory authorities for telemedia providers from December 1, 2021 (OH Telemedien 2021), version 1.1, as of December 2022)

Google’s privacy policy states the following about data linking:

“When you visit websites that use Google Analytics, a Google Analytics customer may allow Google to link data about your activities on that website to activities on other websites that also use our advertising services.”

(Source: google_privacy_policy_en_eu.pdf)

The linking and enrichment with demographic data is not the mildest means for the purpose of web analysis and contradicts the natural expectation of users. Thus, according to the supervisory authorities, the legitimate interest cannot be used and consent is essential

Figure: Reports in Google Analytics 4 based on socio-demographic data requiring consent, which are linked to the user’s individual Google account data across websites

Data collection despite ad blocking, browser protection measures (ITP, ETP) and browser signals (do-not-track, global privacy control)

The current guidance for telemedia from the supervisory authorities points out that browser settings, such as the DNT setting, must be observed. This concerns Google Analytics, but not etracker analytics. According to the World Wide Web Consortium (W3C), DNT only rejects tracking if data about the activities of a specific user are used or passed on outside the context in which they took place (see https://www.w3.org/TR/tracking-dnt/).

When using Google Analytics, restrictions due to ad blockers and tracking protection measures from Mozilla and Apple can only be prevented by means of complex server-side tracking. On the other hand, setting up your own tracking domain with etracker analytics is comparatively quick and easy.

Avoidance of US data transfers

Both etracker and the IPHH data center used by etracker are based in Germany. This means that no EU-US data transfer takes place.

A new data protection framework for the transfer of personal data to the USA has been in force since July 10, 2023. If Google complies with the provisions of the data protection framework and is included in this list, the problem arising from Art. 44 GDPR does not apply: https://www.dataprivacyframework.gov/s/

However, there are considerable doubts that the new agreement will be sustainable in the long term. Max Schrems, who already brought down the previous agreement with his organization noyb, sharply criticizes the new framework agreement and has already announced a lawsuit before the European Court of Justice.

Functional advantages

The main functions and reports in etracker analytics and Google Analytics are very similar, starting with the reporting structure with graphics and tables through to sorting, filtering, alarm and export functions.

But of course there are a number of functions that former Google Analytics users emphasize as particular advantages of etracker analytics, for example:

• Dynamic drill-downs into the data not only on one segmentation dimension, but on up to seven levels.
• Unique evaluations such as the scroll map, which projects the scrolling behavior on the respective web pages.
• Change the attribution model in the marketing reports with a click: First Ad, Last Ad, equal distribution or “bathtub model”.
• Measurement of dwell time to the second with beacon technology, also for bouncers (visits with only one page view).

Premium Service

Classic support including online documentation, video tutorials and contact options are available for both Google Analytics and etracker analytics. etracker also offers premium services in the form of training in the etracker academy and individual consulting for optimal integration and use of the solution:

Comparison overview

	Google Analytics 4	etracker analytics Enterprise
Implementation	Many plugins available Google Tag Manager saves interventions in the html (is affected by the data transfer ban and cookie consent obligation) Automatic tracking of standard events	Plugins available for the most important systems The most important tag management functions are directly integrated for the automatic recording of scroll, click and CSS selector events, internal search and much more.
Campaign tracking	Direct connection to Google Ads UTM Campaign Link Generator	Mapping of UTM campaign parameters Own link generator (incl. link history) Automated conversion upload to Google Ads and Microsoft Ads
Reporting	Dashboard and reports on acquisition, behavior, conversions Alarms, e-mail reporting, exports	Dashboard and reports divided into basic, marketing, eCommerce and UX analytics alerts, email reporting, exports
Connections	Looker (formerly Google Data Studio) API for accessing reporting data Raw data access	Looker (formerly Google Data Studio) Connector API for accessing reporting data Raw data access via SFTP Targeting API for accessing user profile data in real time
Data up-to-dateness	Only limited reporting available for the current day Real-time report	Continuous processing of all data for the current day (approx. 30 minutes processing time)Real-time report on current and last visitors
Account management	Account, properties, data views Access management	Multi-account management for flexible assignment of accounts to users User management with option to split report views and optional data view filters
Segmentation	Creation of segments and audiences Reports with only two dimensions	On-the-fly segmentation without prior creation Up to seven dimensions per report
Professional Services	Extensive documentation online Contact via chat and e-mail Academy videos	Extensive documentation onlineContact by phone and e-mailInteractive Academy training coursesRegular webinars and tipsIndividual consulting support from tagging plans to training courses based on your own account
Data sovereignty	Risk of data leakage for competitors’ advertising purposes via functions such as “users who visit websites similar to this one”, targeting by target groups with common interests, target groups in Google Ads who are ready to buy.	Pure data processing on behalf of the customerNo cross-customer linking of dataNo use for own purposes or disclosure to third parties
Consent Management	No template for the privacy policy and no simple opt-out function Separate consent management required In consent mode, legally problematic data is sent to Google for modeling without consent Automatic tracking of standard events	Template for the privacy policy with simple opt-out functionIntegrated Consent Manager for etracker-related consentsRecognized and independently audited consent-free data collection without extrapolations etc. as standard

Data collection does not require consent

Data collection despite ad blocking, browser protection measures (ITP, ETP) and browser signals (do-not-track, global privacy control)

Avoidance of US data transfers

Functional advantages

Comparison overview