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• 5 Top Google Optimize Alternatives to Consider

  17 mars 2023, par Erin — Analytics Tips

  Google Optimize is a popular conversion rate optimization (CRO) tool from Alphabet (parent company of Google). With it, you can run A/B, multivariate, and redirect tests to figure out which web page designs perform best. 

  Google Optimize seamlessly integrates with Google Analytics (GA). It also has a free tier. So many marketers chose it as their default A/B testing tool…until recently. 

  Google will sunset Google Optimize by 30 September 2023. 

  Starting from this date, Google will no longer support Optimize and Optimize 360 (premium edition). All experiments, active after this date, will be paused automatically and you’ll no longer have access to your historical records (unless these are exported in advance).

  The better news is that you still have time to find a Google Optimize alternative — and this post will help you with that. 

  Disclaimer : Please note that the information provided in this blog post is for general informational purposes only and is not intended to provide legal advice. Every situation is unique and requires a specific legal analysis. If you have any questions regarding the legal implications of any matter, please consult with your legal team or seek advice from a qualified legal professional. 

  Best Google Optimize Alternatives 

  Google Optimize was among the first free A/B testing apps. But as with any product, it has some disadvantages. 

  Data updates happen every 24 hours, not in real-time. A free account has caps on the number of experiments. You cannot run more than 5 experiments at a time or implement over 16 combinations for multivariate testing (MVT). A premium version (Optimize 365) has fewer usage constraints, but it costs north of $150K per year. 

  Google Optimize has native integration with GA (of course), so you can review all the CRO data without switching apps. But Optimize doesn’t work well with Google Analytics alternatives, which many choose to use for privacy-friendly user tracking, higher data accuracy and GDPR compliance. 

  At the same time, many other conversion rate optimization (CRO) tools have emerged, often boasting better accuracy and more competitive features than Google Optimize.

  Here are 5 alternative A/B testing apps worth considering.

  Adobe Target 

  

  Adobe Target is an advanced personalization platform for optimising user and marketing experiences on digital properties. It uses machine learning algorithms to deliver dynamic content, personalised promotions and custom browsing experiences to visitors based on their behaviour and demographic data. 

  Adobe Target also provides A/B testing and multivariate testing (MVT) capabilities to help marketers test and refine their digital experiences.

  Key features : 

  • Visual experience builder for A/B tests setup and replication 
  • Full factorial multivariate tests and multi-armed bandit testing
  • Omnichannel personalisation across web properties 
  • Multiple audience segmentation and targeting options 
  • Personalised content, media and product recommendations 
  • Advanced customer intelligence (in conjunction with other Adobe products)

  Pros

  • Convenient A/B test design tool 
  • Acucate MVT and MAB results 
  • Powerful segmentation capabilities 
  • Access to extra behavioural analytics 
  • One-click personalisation activation 
  • Supports rules-based, location-based and contextual personalisation
  • Robust omnichannel analytics in conjunction with other Adobe products 

  Cons 

  • Requires an Adobe Marketing Cloud subscription 
  • No free trial or freemium tier 
  • More complex product setup and configuration 
  • Steep learning curve for new users 

  Price : On-demand. 

  Adobe Target is sold as part of Adobe Marketing Cloud. Licence costs vary, based on selected subscriptions and the number of users, but are typically above $10K.

  Google Optimize vs Adobe Target : The Verdict 

  Google Optimize comes with a free tier, unlike Adobe Target. It provides you with a basic builder for A/B and MVT tests, but none of the personalisation tools Adobe has. Because of ease-of-use and low price, other Google Optimize alternatives are better suited for small to medium-sized businesses, doing baseline CRO for funnel optimisation. 

  Adobe Target pulls you into the vast Adobe marketing ecosystem, offering omnipotent customer behaviour analytics, machine-learning-driven website optimisation, dynamic content recommendations, product personalisation and extensive reporting. The app is better suited for larger enterprises with a significant investment in digital marketing.

  Matomo A/B Testing

  

  Matomo A/B Testing is a CRO tool, integrated into Matomo. All Matomo Cloud users get instant access to it, while On-Premise (free) Matomo users can purchase A/B testing as a plugin. 

  With Matomo A/B Testing, you can create multiple variations of a web or mobile page and test them with different segments of their audience. Matomo also doesn’t have any strict experiment caps, unlike Google Optimize. 

  You can split-test multiple creative variants for on-site assets such as buttons, slogans, titles, call-to-actions, image positions and more. You can even benchmark the performance of two (or more !) completely different homepage designs, for instance. 

  With us, you can compliantly and ethically collect historical user data about any visitor, who’s entered any of the active tests — and monitor their entire customer journey. You can also leverage Matomo A/B Testing data as part of multi-touch attribution modelling to determine which channels bring the best leads and which assets drive them towards conversion. 

   

  Since Matomo A/B Testing is part of our analytics platform, it works well with other features such as goal tracking, heatmaps, user session recordings and more. 

  Key features

  • Run experiments for web, mobile, email and digital campaigns 
  • Convenient A/B test design interface 
  • One-click experiment scheduling 
  • Integration with historic visitor profiles
  • Near real-time conversion tracking 
  • Apply segmentation to Matomo reports 
  • Easy creative variation sharing via a URL 

  Pros

  • High data accuracy with no reporting gaps 
  • Monitor the evolution of your success metrics for each variation
  • Embed experiments across multiple digital channels 
  • Set a custom confidence threshold for winning variations 
  • No compromises on user privacy 
  • Free 21-day trial available (for Matomo Cloud) and free 30-day plugin trial (for Matomo On-Premise)

  Cons

  • No on-site personalisation tools available 
  • Configuration requires some coding experience 

  Price : Matomo A/B Testing is included in the monthly Cloud plan (starting at €19 per month). On-Premise users can buy this functionality as a plugin (starting at €199/year). 

  Google Optimize vs Matomo A/B Testing : The Verdict 

  Matomo offers the same types of A/B testing features as Google Optimize (and some extras !), but without any usage caps. Unlike Matomo, Google Optimize doesn’t support A/B tests for mobile apps. You can access some content testing features for Android Apps via Firebase, but this requires another subscription. 

  Matomo lets you run A/B experiments across the web and mobile properties, plus desktop apps, email campaigns and digital ads. Also, Matomo has higher conversion data accuracy, thanks to our privacy-focused method for collecting website analytics. 

  When using Matomo in most EU markets, you’re legally exempt from showing a cookie consent banner. Meaning you can collect richer insights for each experiment and make data-driven decisions. Nearly 40% of global consumers reject cookie consent banners. With most other tools, you won’t be getting the full picture of your traffic. 

  Optimizely 

  

  Optimizely is a conversion optimization platform that offers several competitive products for a separate subscription. These include a flexible content management system (CMS), a content marketing platform, a web A/B testing app, a mobile featuring testing product and two eCommerce-specific website management products.

  The Web Experimentation app allows you to optimise every customer touchpoint by scheduling unlimited split or multi-variant tests and conversions across all your projects from the same app. Apart from websites, this subscription also supports experiments for single-page applications. But if you want more advanced mobile app testing features, you’ll have to purchase another product — Feature Experimentation. 

  Key features :

  • Intuitive experiment design tool 
  • Cross-browser testing and experiment preview 
  • Multi-page funnel tests design 
  • Behavioural and geo-targeting 
  • Exit/bounce rate tracking
  • Custom audience builder for experiments
  • Comprehensive reporting 

  Pros

  • Unlimited number of concurrent experiments 
  • Upload your audience data for test optimisation 
  • Dynamic content personalisation available on a higher tier 
  • Pre-made integrations with popular heatmap and analytics tools 
  • Supports segmentation by device, campaign type, traffic sources or referrer 

  Cons

  • You need a separate subscription for mobile CRO 
  • Free trial not available, pricing on-demand 
  • Multiple licences and subscriptions may be required 
  • Doesn’t support A/B tests for emails 

  Price : Available on-demand. 

  Web Experimentation tool has three subscription tiers — Grow, Accelerate, and Scale with different features included. 

  Google Optimize vs Optimizely : The Verdict 

  Optimizely is a strong contender for Google Optimize alternative as it offers more advanced audience targeting and segmentation options. You can target users by IP address, cookies, traffic sources, device type, browser, language, location or a custom utm_campaign parameter.

  Similar to Matomo A/B testing, Optimizely doesn’t limit the number of projects or concurrent experiments you can do. But you have to immediately sign an annual contract (no monthly plans are available). Pricing also varies based on the number of processed impressions (more experiments = a higher annual bill). An annual licence can cost $63,700 for 10 million impressions on average, according to an independent estimate. 

  Visual Website Optimizer (VWO) 

  

  VWO is another popular experimentation platform, supporting web, mobile and server-side A/B testing and personalisation campaigns.

  Similar to others, VWO offers a drag-and-drop visual editor for creating campaign variants. You don’t need design or coding knowledge to create tests. Once you’re all set, the app will benchmark your experiment performance against expected conversion rates, report on differences in conversion rate and point towards the best-performing creative. 

  Similar to Optimizely, VWO also offers web/mobile app optimisation as a separate subscription. Apart from testing visual page elements, you can also run in-app experiments throughout the product stack to locate new revenue opportunities. For example, you can test in-app subscription flows, search algorithms or navigation flows to improve product UX. 

  Key features :

  • Multivariate and multi-arm bandit tests 
  • Multi-step (funnel) split tests 
  • Collaborative experiment tracking dashboard 
  • Target users by different attributes (URL, device, geo-data) 
  • Personal library of creative elements 
  • Funnel analytics, session records, and heatmaps available 

  Pros

  • Free starter plan is available (similar to Google Optimize)
  • Simple tracking code installation and easy code editor
  • Offers online reporting dashboards and report downloads 
  • Slice-and-dice reports by different audience dimensions
  • No impact on website/app loading speed and performance 

  Cons

  • Multivariate testing is only available on a higher-tier plan 
  • Annual contract required, despite monthly billing 
  • Mobile app A/B split tests require another licence 
  • Requires ongoing user training 

  Price : Free limited plan available. 

  Then from $356/month, billed annually. 

  Google Optimize vs VWO : The Verdict 

  The free plan on VWO is very similar to Google Optimize. You get access to A/B testing and split URL testing features for websites only. The visual editing tool is relatively simple — and you can use URL or device targeting. 

  Free VWO reports, however, lack the advertised depth in terms of behavioural or funnel-based reporting. In-depth insights are available only to premium users. Extra advertised features like heatmaps, form analytics and session recordings require yet another subscription. With Matomo Cloud, you get all three of these together with A/B testing. 

  ConvertFlow 

  

  ConvertFlow markets itself as a funnel optimisation app for eCommerce and SaaS companies. It meshes lead generation tools with some CRO workflows. 

  With ConvertFlow, you can effortlessly design opt-in forms, pop-ups, quizzes and even entire landing pages using pre-made web elements and a visual builder. Afterwards, you can put all of these assets to a “field test” via the ConvertFlow CRO platform. Select among pre-made templates or create custom variants for split or multivariate testing. You can customise tests based on URLs, cookie data and user geolocation among other factors. 

  Similar to Adobe Target, ConvertFlow also allows you to run tests targeted at specific customer segments in your CRM. The app has native integrations with HubSpot and Salesforce, so this feature is easy to enable. ConvertFlow also offers advanced targeting and segmentation options, based on user on-site behaviour, demographics data or known interests.

  Key features :

  • Create and test landing pages, surveys, quizzes, pop-ups, surveys and other lead-gen assets. 
  • All-in-one funnel builder for creating demand-generation campaigns 
  • Campaign personalisation, based on on-site activity 
  • Re-usable dynamic visitor segments for targeting 
  • Multi-step funnel design and customisation 
  • Embedded forms for split testing CTAs on existing pages 

  Pros

  • Allows controlling the traffic split for each variant to get objective results 
  • Pre-made integration with Google Analytics and Google Tag Manager 
  • Conversion and funnel reports, available for each variant 
  • Access to a library with 300+ conversion campaign templates
  • Apply progressive visitor profiling to dynamically adjust user experiences 

  Cons

  • Each plan covers only $10K views. Each extra 10k costs another $20/mo 
  • Only one website allowed per account (except for Teams plan) 
  • Doesn’t support experiments in mobile app 
  • Not all CRO features are available on a Pro plan. 

  Price : Access to CRO features costs from $300/month on a Pro plan. Subscription costs also increase, based on the total number of monthly views. 

  Google Optimize vs CovertFlow : The Verdict 

  ConvertFlow is equally convenient to use in conjunction with Google Analytics as Google Optimize is. But the similarities end up here since ConvertFlow combines funnel design features with CRO tools. 

  With ConvertFlow, you can run more advanced experiments and apply more targeting criteria than with Google Optimize. You can observe user behaviour and conversion rates across multi-step CTA forms and page funnels, plus benefit from first-touch attribution reporting without switching apps. 

  Though CovertFlow has a free plan, it doesn’t include access to CRO features. Meaning it’s not a free alternative to Google Optimize.

  Comparison of the Top 5 Google Optimize Alternatives

  Feature	Google Optimize	Adobe Target	Matomo A/B test	Optimizely	VWO	ConvertFlow
  Supported channels	Web	Web, mobile, social media, email	Web, mobile, email, digital campaigns	Websites & mobile apps	Websites, web and mobile apps	Websites and mobile apps
  A/B testing
  Easy GA integration
  Integrations with other web analytics apps
  Audience segmentation	Basic	Advanced	Advanced	Advanced	Advanced	Advanced
  Geo-targeting
  Behavioural targeting	Basic	Advanced	Advanced	Advanced	Advanced	Advanced
  Heatmaps			No extra cost with Matomo Cloud	〰️ *via integrations	〰️ *requires another subscription
  Session recordings			No extra cost with Matomo Cloud		〰️ *requires another subscription
  Multivariate testing (MVT)
  Dynamic personalisation					〰️ *only on higher account tiers	〰️ *only on the highest account tiers
  Product recommendations				〰️ *requires another subscription	〰️ *requires another subscription
  Support	Self-help desk on a free tier	Email, live-chat, phone support	Email, self-help guides and user forum	Knowledge base, online tickets, user community	Self-help guides, email, phone	Knowledge base, email, and live chat support
  Price	Freemium	On-demand	From €19 for Cloud subscription From €199/year as plugin for On-Premise	On-demand	Freemium From $365/mo	From $300/month

  Conclusion 

  Google Optimize has served marketers well for over five years. But as the company decided to move on — so should you. 

  Oher A/B testing tools like Matomo, Optimizely or VWO offer better funnel analytics and split testing capabilities without any usage caps. Also, tools like Adobe Target, Optimizely, and VWO offer advanced content personalisation, based on aggregate analytics. However, they also come with much higher subscription costs.

  Matomo is a robust, compliant and cost-effective alternative to Google Optimize. Our tool allows you to schedule campaigns across all digital mediums (and even desktop apps !) without a

• Why does Google Chrome not play one of my mp4 files with H.264 codec, while Firefox does ?

  23 mai 2023, par Paul Levy

  I have two mp4, both with H.264 codecs. One plays in Chrome (I didn't create it) and the other downloads and plays in my computer's video player rather than in-browser. Both play completely fine in Firefox. I've searched and cannot understand how to make it work in Chrome (Version 113.0.5672.126 on Mac). I'm writing the videos with ffmpeg version 4.3.6-0.

  


  Here are the selected ffprobe outputs for the two videos (the first doesn't play in Chrome, the second does) :

  


  


  Video : h264 (Main) (avc1 / 0x31637661), yuv420p(progressive), 2880x960, 1684 kb/s, 100 fps, 100 tbr, 12800 tbn (default)

  


  


  


  Video : h264 (Main) (avc1 / 0x31637661), yuv420p(tv, bt709, progressive), 240x426 [SAR 1:1 DAR 40:71], 20 kb/s, 29.97 fps, 29.97 tbr, 30k tbn (default)

  


  


  I'm creating the first video with the following flags (merging the audio has no impact) :

  


  ffmpeg -i VIDEO -i AUDIO -c:v copy -af aresample=async=1:first_pts=0 -loglevel error -vcodec libx264 -profile:v main -preset medium -movflags +faststart -pix_fmt yuv420p -y OUTPUT


  


  where I create VIDEO by merging 3 videos horizontally with :

  


  ffmpeg -i VIDEO_1 -i VIDEO_2 -i VIDEO_3 -filter_complex hstack=inputs=3 -loglevel error -vcodec libx264 -profile:v main -preset medium -movflags +faststart -pix_fmt yuv420p -y VIDEO


  


• Google Analytics Privacy Issues : Is It Really That Bad ?

  2 juin 2022, par Erin

  If you find yourself asking : “What’s the deal with Google Analytics privacy ?”, you probably have some second thoughts. 

  Your hunch is right. Google Analytics (GA) is a popular web analytics tool, but it’s far from being perfect when it comes to respecting users’ privacy. 

  This post helps you understand tremendous Google Analytics privacy concerns users, consumers and regulators expressed over the years.

  In this blog, we’ll cover :

  What Does Google Analytics Collect About Users ? 

  To understand Google Analytics privacy issues, you need to know how Google treats web users’ data. 

  By default, Google Analytics collects the following information : 

  • Session statistics — duration, page(s) viewed, etc. 
  • Referring website details — a link you came through or keyword used. 
  • Approximate geolocation — country, city. 
  • Browser and device information — mobile vs desktop, OS usage, etc. 

  Google obtains web analytics data about users via two means : an on-site Google Analytics tracking code and cookies.

  A cookie is a unique identifier (ID) assigned to each user visiting a web property. Each cookie stores two data items : unique user ID and website name. 

  With the help of cookies, web analytics solutions can recognise returning visitors and track their actions across the website(s).

  

  • First party cookies are generated by one website and collect user behaviour data from said website only. 
  • Third-party cookies are generated by a third-party website object (for example, an ad) and can track user behaviour data across multiple websites. 

  As it’s easy to imagine, third-party cookies are a goldmine for companies selling online ads. Essentially, they allow ad platforms to continue watching how the user navigates the web after clicking a certain link. 

  Yet, people have little clue as to which data they are sharing and how it is being used. Also, user consent to tracking across websites is only marginally guaranteed by existing Google Analytics controls. 

  Why Third-Party Cookie Data Collection By GA Is Problematic 

  Cookies can transmit personally identifiable information (PII) such as name, log in details, IP address, saved payment method and so on. Some of these details can end up with advertisers without consumers’ direct knowledge or consent.

  Regulatory frameworks such as General Data Protection Regulation (GDPR) in Europe and California Consumer Privacy Act (CCPA) emerged as a response to uncontrolled user behaviour tracking.

  Under regulatory pressure, Big Tech companies had to adapt their data collection process.

  Apple was the first to implement by-default third-party blocking in the Safari browser. Then added a tracking consent mechanism for iPhone users starting from iOS 15.2 and later. 

  Google, too, said it would drop third-party cookie usage after The European Commission and UK’s Competition and Markets Authority (CMA) launched antitrust investigations into its activity. 

  To shake off the data watchdogs, Google released a Privacy Sandbox — a set of progressive tech, operational and compliance changes for ensuring greater consumer privacy. 

  Google’s biggest promise : deprecate third-party cookies usage for all web and mobile products. 

  Originally, Google promised to drop third-party cookies by 2022, but that didn’t happen. Instead, Google delayed cookie tracking depreciation for Chrome until the second half of 2023. 

  Why did they push back on this despite hefty fines from regulators ?

  Because online ads make Google a lot of money.

  In 2021, Alphabet Inc (parent company of Google), made $256.7 billion in revenue, of which $209.49 billion came from selling advertising. 

  Lax Google Analytics privacy enforcement — and its wide usage by website owners — help Google make those billions from collecting and selling user data. 

  How Google Uses Collected Google Analytics Data for Advertising 

  Over 28 million websites (or roughly 85% of the Internet) have Google Analytics tracking codes installed. 

  Even if one day we get a Google Analytics version without cookies, it still won’t address all the privacy concerns regulators and consumers have. 

  Over the years, Google has accumulated an extensive collection of user data. The company’s engineers used it to build state-of-the-art deep learning models, now employed to build advanced user profiles. 

  Deep learning is the process of training a machine to recognise data patterns. Then this “knowledge” is used to produce highly-accurate predictive insights. The more data you have for model training — the better its future accuracy will be. 

  Google has amassed huge deposits of data from its collection of products — GA, YouTube, Gmail, Google Docs and Google Maps among others. Now they are using this data to build a third-party cookies-less alternative mechanism for modelling people’s preferences, habits, lifestyles, etc. 

  Their latest model is called Google Topics. 

  This comes only after Google’s failed attempt to replace cookie-based training with Federated Learning of Cohorts (FLoC) model. But the solution wasn’t offering enough user transparency and user controls among other issues.

  

  Google Topics promises to limit the granularity of data advertisers get about users. 

  But it’s still a web user surveillance method. With Google Topics, the company will continue collecting user data via Chrome (and likely other Google products) — and share it with advertisers. 

  Because as we said before : Google is in the business of profiting off consumers’ data. 

  Two Major Ways Google Takes Advantage of Customer Data

  Every bit of data Google collects across its ecosystem of products can be used in two ways :

  • For ad targeting and personalisation 
  • To improve Google’s products 

  The latter also helps the former. 

  Advanced Ad Personalisation and Targeting

  GA provides the company with ample data on users’ 

  • Recent and frequent searches 
  • Location history
  • Visited websites
  • Used apps 
  • Videos and ads viewed 
  • Personal data like age or gender 

  The company’s privacy policy explicitly states that :
  

  

  Google also admits to using collected data to “measure the effectiveness of advertising” and “personalise content and ads you see on Google.” 

  But there are no further elaborations on how exactly customers’ data is used — and what you can do to prevent it from being shared with third parties. 

  In some cases, Google also “forgets” to inform users about its in-product tracking.

  Journalists from CNBC and The New York Times independently concluded that Google monitors users’ Gmail activity. In particular, the company scans your inbox for recent purchases, trips, flights and bills notifications. 

  While Google says that this information isn’t sold to advertisers (directly), they still may use the “saved information about your orders in other Google services”. 

  Once again, this means you have little control or knowledge of subsequent data usage. 

  Improving Product Usability 

  Google has many “arms” to collect different data points — from user’s search history to frequently-travelled physical routes. 

  They also reserve the right to use these insights for improving existing products. 

  Here’s what it means : by combining different types of data points obtained from various products, Google can pierce a detailed picture of a person’s life. Even if such user profile data is anonymised, it is still alarmingly accurate. 

  Douglas Schmidt, a computer science researcher at Vanderbilt University, well summarised the matter : 

  “[Google’s] business model is to collect as much data about you as possible and cross-correlate it so they can try to link your online persona with your offline persona. This tracking is just absolutely essential to their business. ‘Surveillance capitalism’ is a perfect phrase for it.”

  Google Data Collection Obsession Is Backed Into Its Business Model 

  OK, but Google offers some privacy controls to users ? Yes. Google only sees and uses the information you voluntarily enter or permit them to access. 

  But as the Washington Post correspondent points out :

  “[Big Tech] companies get to set all the rules, as long as they run those rules by consumers in convoluted terms of service that even those capable of decoding the legalistic language rarely bother to read. Other mechanisms for notice and consent, such as opt-outs and opt-ins, create similar problems. Control for the consumer is mostly an illusion.”

  Google openly claims to be “one of many ad networks that personalise ads based on your activity online”. 

  The wrinkle is that they have more data than all other advertising networks (arguably combined). This helps Google sell high-precision targeting and contextually personalised ads for billions of dollars annually.

  Given that Google has stakes in so many products — it’s really hard to de-Google your business and minimise tracking and data collection from the company.
  

  They are also creating a monopoly on data collection and ownership. This fact makes regulators concerned. The 2021 antitrust lawsuit from the European Commission says : 

  “The formal investigation will notably examine whether Google is distorting competition by restricting access by third parties to user data for advertising purposes on websites and apps while reserving such data for its own use.”

  In other words : By using consumer data to its unfair advantage, Google allegedly shuts off competition.

  But that’s not the only matter worrying regulators and consumers alike. Over the years, Google also received numerous other lawsuits for breaching people’s privacy, over and over again. 

  Here’s a timeline : 

  • 2019 : UK citizens issued a class action suit against Google for imposing cookies to override users’ privacy settings in the Safari browser. 
  • 2020 : US citizens pushed for a $5 billion class-action suit for tracking their activity through browsers set in “private” mode.
  • 2022 : Another class-action lawsuit in the US for deceptive privacy controls and unconsented location data tracking by Google mobile apps. 
  • 2022 : Google reached a $100 million class-action settlement for breaching Illinois biometrics privacy laws in Google Photos. 

  Separately, Google has a very complex history with GDPR compliance. 

  How Google Analytics Contributes to the Web Privacy Problem 

  Google Analytics is the key puzzle piece that supports Google’s data-driven business model. 

  If Google was to release a privacy-focused Google Analytics alternative, it’d lose access to valuable web users’ data and a big portion of digital ad revenues. 

  Remember : Google collects more data than it shares with web analytics users and advertisers. But they keep a lot of it for personal usage — and keep looking for ways to share this intel with advertisers (in a way that keeps regulators off their tail).

  For Google Analytics to become truly ethical and privacy-focused, Google would need to change their entire revenue model — which is something they are unlikely to do.

  Where does this leave Google Analytics users ? 

  In a slippery territory. By proxy, companies using GA are complicit with Google’s shady data collection and usage practice. They become part of the problem.

  In fact, Google Analytics usage opens a business to two types of risks : 

  • Reputational. 77% of global consumers say that transparency around how data is collected and used is important to them when interacting with different brands. That’s why data breaches and data misuse by brands lead to major public outrages on social media and boycotts in some cases. 
  • Legal. EU regulators are on a continuous crusade against Google Analytics 4 (GA4) as it is in breach of GDPR. French and Austrian watchdogs ruled the “service” illegal. Since Google Analytics is not GDPR compliant, it opens any business using it to lawsuits (which is already happening).

  But there’s a way out.

  Choose a Privacy-Friendly Google Analytics Alternative 

  Google Analytics is a popular web analytics service, but not the only one available. You have alternatives such as Matomo. 

  Our guiding principle is : respecting privacy.

  Unlike Google Analytics, we leave data ownership 100% in users’ hands. Matomo lets you implement privacy-centred controls for user data collection.

  Plus, you can self-host Matomo On-Premise or choose Matomo Cloud with data securely stored in the EU and in compliance with GDPR.

  The best part ? You can try our ethical alternative to Google Analytics for free. No credit card required ! Start your free 21-day trial now. 

  21 day free trial. No credit card required.

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