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Rating

4.5/5

5/5

Summary

A customisable and free web analytics tool. Get insights into user behavior with an event-based tracking model, and know what drives sales and traffic with extensive attribution methods.

A free analytics suite with a focus on user privacy and data security. Optimize the customer journey where it was previously impossible.

The only digital insights platform that gives you complete understanding of your customers’ digital journeys, so you can quickly improve conversion, retention, and customer delight.

Enterprise-level web analytics. Adobe Analytics lets you mix, match, and analyze data from any digital point in the customer journey.

Pros

GA4 is free to use
Many functionalities
The reports are customisable
Large community
Extensive documentation
GA4 is easily scalable

Ease of use
Great authorisation management
Packed with features
Community forum
Intergrated tag & consent management

It is easy to implement
It has data science capabilities
Reports are easy to build
Interface is user-friendly

Great segmentation
Good video tracking
Customizable
Easy report creation

Cons

Steep learning curve
Implementation can be hard
Inaccurate data sampling
UI is not easy to use

No progressive payment plan
Ecommerce reporting can be improved

Tech support is quite basic
Difficult to share dasboards
Onboarding could be improved

Pricing can be quite steep
Tech support can be improved
Can be difficult to implement
Can be challenging to get educated

Pricing information

Starting Price

Standard	Free
GA4 360	$50k+ per year

Core - 500k	€35 p/m
Enterprise	€366 p/m

Free	Free
Growth	On req.
Pro	On req.
Premier	On req.

Select	On req.
Prime	On req.
Ultimate	On req.

Free trial period

Free plan

Account Management

Trackable Items

100

10 sites or apps (free) Unlimited (Enterprise)

Unlimited

User Seats

Unlimited

Account Security

Single Sign-on
Two-factor Authentication

Single Sign-on
Two-factor Authentication

Single Sign-on
Two-factor Authentication

Single Sign-on
Two-factor Authentication

Data Processing

Data Center Locations

European Economic Area (EEA)
United Kingdom
United States

European Economic Area (EEA)
United States

European Economic Area (EEA)
United States

European Economic Area (EEA)
United States

Software Hosting

Public Cloud
Private Cloud
On-Premise

Public Cloud
Private Cloud
On-Premise

Public Cloud
Private Cloud
On-Premise

Public Cloud
Private Cloud
On-Premise

Data Ownership

Google Analytics 4

You

Adobe Analytics

Data Freshness

4-8 hours (most reports), up to 24-48 hours

30 min

Realtime

2 hours

Data Retention

Customizable up to 14 months

Up to 25 months

12 months

25 months by default

Data Sampling

Explorations might use sampled data

By default Piwik does not sample data

Some Audience Manager reports display results sampled data

Data Import

Import cost, offline or user/client ID data

Import cost data, search keywords, user/client ID and audience data

Though data sources, API or data connectors

Data Export

With sheets, BigQuery or API

As CSV, XML, JSON, or via an API

Via CSV or API

Through data feeds, a data warehouse or FTP and SFTP

Compliance

GDPR
CCPA

GDPR
CCPA
HIPAA
LGPD
ePrivacy
PECR

GDPR
CCPA
HIPAA

GDPR
CCPA
HIPAA
PECR

Cookieless

Google Analytics relies on first-party cookies.

Piwik features a cookieless tracking option

Heap relies on first-party cookies

Adobe uses tracking cookies

Alerts & Automation

Custom Alerts

Custom insights, in interface or via email

Email alerts based on thresholds

Via Slack or email

Via e-mail or SMS

Email Reports

Recurring shared reporting

Daily, weekly or monthly reports

Schedule regular emails for important charts

Flexible scheduled reporting

Reporting

Trend Reporting

Device Reporting

Device type, browser, OS and more

Device types, OS, OS versions & mobile carriers

Funnel Reporting

Customisable funnel exploration

Detailed funnel report up to 5 steps

With quantitative measurement of user friction & step suggestions

Bar chart funnel report

User Flow Reporting

Flexible Sankey chart exploration

Standard, transition & reverse Sankey charts

Sankey chart with path comparison

Fallout & Flow (Sankey chart) reports

Segmentation

Segment creation and overlap exploration

Unlimited segments

Quickly identify patterns in user behavior

Advanced segments with Segment builder & Segment manager

Cohort Reports

Cohort exploration

Churn, rolling & latency tables

Retention Reporting

Combined with CLTV metrics

Customer loyalty eCommerce report

Retention cohort report

Attribution Reporting

Attribution models comparison

Multi-channel attribution with 98% accuracy

Track UTM parameters or initial referrer sources

Apply to metrics, breakdowns or compare models

Ecommerce Reporting

Extensive e-commerce reports

Overview, order list, product, days and sessions to purchase & customer loyalty

Easy setup with eCommerce Activation Kit

Very flexible ecommerce reporting

User Experience Features

Heatmaps

GA4 does not offer heatmaps

Create an overlay with the site inspector Chrome extension

Called activity map

Session Recordings

GA4 does not offer recordings

Automatically filters relevant replays

A/B Testing

User Feedback

Track NPS score events in surveys

Customizability

Custom Properties

25 user-scoped & 50 event-scoped dimensions

200 slots for each scope and they can't be removed

Custom Metrics

50 event-scoped metrics

Also called Calculated metrics

Unlimited calculated metrics

Custom Reports

All reports are customisable

Reports in Analysis workspace are customisable

Custom Events

25 parameters per event

Include category, action, and optionally name and value

Up to 1.000 success events

Annotations

Notes feature added in 2024

Add to any graph or include them in scheduled reports or alerts

Available in Workspace

Support

Support description

Support is available via chat and the support center.

Piwik Pro offers extensive documentation and video tutorials. They have support offices for different regions which can be contacted by email and phone.

Heap offers extensive documentation and access to their in-depth collection of Heap University courses to get up and running. Need more help? Join the community or contact their knowledgable support staff through email.

The support of Adobe Analytics consists of an expansive knowledge base and an online community. Phone and chat options exist for certain user types. Besides that, they offer many training options and tutorials.

Support Options

Phone
Email
Live Chat
Ticketing system
Knowledge base
Community

Phone
Email
Live Chat
Ticketing system
Knowledge base
Community

Phone
Email
Live Chat
Ticketing system
Knowledge base
Community

Phone
Email
Live Chat
Ticketing system
Knowledge base
Community