With the long-awaited (dreaded?) end of Google’s Universal Analytics (UGA) rapidly approaching, digital marketing professionals are frantically seeking alternatives.
UGA’s official replacement, GA4, is in the eyes of many a watered down, confusing, pale shadow of UGA. It’s tightly tied to Google Tag Manager (GTM), a system so convoluted and confusing that even Google’s own technical staff often struggle to make it work properly.
What to do? To be fair, GA4 covers the basics: traffic by source, top pages, comparisons by custom time periods, and conversion tracking (if you can get that to work). If GA4 will meet your needs going forward, great! But if not, here are several fee-based alternatives worth checking out.