etracker vs. Google Analytics
What are the advantages of etracker analytics and good reasons for switching from GA4?
The six main reasons for switching from GA4 to etracker analytics are:
- Reliable database
- Avoidance of US data transfers
- Complete solution for consent, tag and data management
- Simple configuration and intuitive reporting
- Personal contacts and support
- Functional advantages
Reliable database
Inadequate data can lead to costly mistakes. Data quality is particularly at risk with
- legal duty of consent,
- Browser protection measures such as Intelligent Tracking Prevention (ITP) and
- Use of browser extensions for ad and tracking blocking
With etracker, up to 99% of all visits and conversions can be recorded with full data protection compliance compared to Google Analytics.
The use of etracker analytics does not require consent under data protection law. You can find more information here.
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 [the overriding legitimate interest] would then generally not form an effective legal basis.”
The Google 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 cross-website linking, use for Google’s own purposes, assignment to personal data from Google accounts and thus also enrichment with demographic data contradict the requirement to limit to the necessary and mildest means for the purpose of web analysis. It also violates the natural expectations of users. Thus, the legitimate interest according to GDPR cannot be used and consent is indispensable.
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.
Around 15% of website visitors use ad blockers that prevent the Google Tag Manager and analysis tools from running. Just under 20% of users in Germany use the Safari or Firefox browser, which restricts the duration of tracking cookies, among other things.
When using Google Analytics, the resulting data discrepancies 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 quick and easy.
Avoidance of US data transfers
etracker and the Internet Port Hamburg (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 came into force on July 10, 2023: the EU-U.S. Data Privacy Framework. However, there are considerable doubts as to whether the new agreement will be sustainable in the long term. Max Schrems, who has already brought down the previous agreement with his organization noyb, expects a final decision from the European Court of Justice by the end of 2025.
Complete solution for consent, tag and data management
If you use Google Analytics, you always need an additional consent management solution (CMP). If the Google Tag Manager is used for the display of third-party tags, changes must always be made in both the Tag Manager and the CMP. This causes additional work and is a dangerous source of errors.
The tag and consent management integrated into etracker analytics eliminates the need for duplicate maintenance work. Added or changed tags are automatically synchronized with Consent Management.
The all-in-one solution from etracker offers several advantages:
- Only one code in the website.
- Third-party tags are automatically controlled via Consent Management and do not have to be laboriously maintained there!
- No extra CMP license required.
- Privacy-friendly: Cookie-less tag management (optional via your own domain).
- Small code size leads to faster loading times and improved core web vitals.
Simple configuration and intuitive reporting
The frustration about the poor usability of GA4 is great, as this exemplary LinkedIn thread shows:
At etracker analytics, we attach great importance to a modern user interface and intuitive usability.
“Let’s be honest: I’m not really a fan of all these analytics tools, they are often confusing and it’s a long way until you actually get the figures you need. With the etracker tool, however, things have changed for me. Since the introduction of etracker in our company, I’m almost euphoric when it comes to campaign tracking!”
Alina, Influencer Marketing Manager at ORION Versand GmbH and Co KG
Personal contacts and support
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:
Consulting
Training and consulting – tailored to your company and your goals
Academy
Learn how to get the most out of your data with etracker.
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 there are a number of features that former Google Analytics users highlight as particular advantages of etracker analytics, such as:
- 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.
- Measurement of dwell time to the second with beacon technology, also for bouncers (visits with only one page view).
- B2B report that uses IP lookup to show companies from which the website was accessed.
Comparison overview
| Google Analytics 4 | etracker analytics Enterprise | |
|---|---|---|
| Implementation | – Many plugins available – Google Tag Manager saves intervention in the HTML (but is affected by the data transfer ban and cookie consent obligation) – Automatic tracking of standard events | – Plugins available for the leading systems – The most important tag management functions are directly integrated for the automatic recording of scroll and click events as well as 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, Meta, Microsoft and TikTok Ads |
| Reporting | – Dashboard and reports on acquisition, behavior, conversions Alerts, email reporting, exports | – Dashboard and reports divided into basic, marketing, e-commerce and UX analytics, alerts, email reporting, exports |
| Connections | – Looker Studio – API for accessing reporting data Raw data access | – Looker Studio Connector – API for accessing reporting data Raw data access via SFTP |
| 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 recent 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 | – Comprehensive documentation online – Contact via chat and e-mail Academy videos | – Comprehensive documentation online – Contact by phone and e-mail – Interactive Academy courses – Regular free webinars and tips – Individual consulting support from tagging plans to training courses using 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 groups with common interests, ready-to-buy target groups in Google Ads | – Pure data processing on behalf of the customer – No cross-customer linking of data – No use of data 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, it is legally problematic to send data to Google for modeling without consent – Automatic tracking of standard events | – Template for the privacy policy with simple opt-out function – Integrated Consent Manager and Tag Manager – Recognized and independently audited consent-free data collection without extrapolations etc. as standard |
You can download our decision aid for selecting the optimal web analytics solution here.
The contents of this comparison have been carefully researched, checked and compiled to the best of our knowledge. However, no claim is made as to the completeness, up-to-dateness, quality and accuracy of the information provided.
Do you still have questions? Then get in touch with us.
Whether on technical, functional, commercial or data protection topics.
