I’ve had an influx of emails into my inbox recently, from clients being bombarded with messages from Google telling them to ‘update to GA4 from universal analytics or lose your data in 2023’. However, I have been advising my clients to actually move away from Google analytics platform by avoiding Google Analytics 4 completely and switching to Matomo analytics instead. Here’s why.
The problem with Google in Europe
I know the UK isn’t in the EU anymore but because the EU has much stronger GDPR protections for personal data and integrity than anywhere else in the world, I follow their rulings wherever possible. It just makes sense as a business owner to take the best care you can with your clients’ personal data.
As of June 2022, Google has been fined an astonishing 3 billion pounds (4 billion Euros) for violating anti-trust rulings – they were found to be quashing competition with their Android operating system. Since then, EU countries have launched legal action against Google for violating anti-privacy laws and the use of Google Analytics is banned in Italy, the Netherlands, France, Denmark and Austria.
This means that if you have clients or website visitors in those countries, Google Analytics cannot collect data from them – in other words, you’re missing a huge chunk of data about your website traffic.
Will Google Analytics 4 change anything?
Google is replacing Universal Google Analytics with GA4. This move is supposed to ensure better data protection and privacy by processing and storing data on servers in the EU by using geo-location. However, those countries are still banning Google Analytics software, even in it’s new form.
And for me, it seems that the only reason Google are making these changes is because of the EU rulings and action taken by member states. They’ve been forced to make these changes, so it doesn’t affect turnover. Google is a money making tech giant who has a massive hold over the SEO, advertising, smartphone industries to name just a few, and for me, it seems that they care little about the individuals using their products and services.
Should I update to Google Analytics 4?
It is entirely your choice – the UK is no longer in the EU and with the ‘special relationship’ with the USA, it’s very unlikely our lawmakers will ever outlaw Google here. Unlike in Austria, where a business can be fined for using Google Analytics, you can use it here without fear of reprisal (so long as you are abiding by GDPR-UK rules).
However, in my personal opinion, you should stop using Google Analytics tools and opt for a more privacy-focused platform that is wholly GDPR compliant across the UK and EU. Doing this ensures that you really are doing all that you can to protect the data of your clients and website visitors.
I recommend using Matomo Analytics
Matomo is a privacy friendly alternative to Google Analytics and you can set it all up very quickly and easily using it’s handy (and completely free!) WordPress plugin. It’s open-source software meaning it is free for anyone to use and is the antithesis of Google’s monoply on all things tech.
Matomo is wholly GDPR compliant because all the data is stored on your own website server. As there is no source code to install on your website from a third party – only you can access that data (just make sure that your website servers are GDPR compliant by having them located in the UK or EU – if they’re not, or you’re not sure, contact me for help).
Matomo isn’t just GDPR compliant but also compliant with HIPAA, CCPA, LGPD and PECR – which means your website will never fall foul of legislation in other countries. This is particularly important if you regularly receive traffic from abroad as it is the country the website is being access from NOT where you are located that counts for these privacy laws. You can read more about Matomo’s privacy protections here.
But I really like the data I receive from Google!
Sure, Google is a powerful tool that offers some very important insights as to who is using your website, when and how they are using it. But guess what, Matomo is comparable if not better than Google. I have personally found that the enhanced reporting from Matomo is far better for my analytics needs than Google’s simple reports and even some of it’s advanced features.
I also love how Matomo analytics can be accessed directly from your WordPress dashboard itself. No more having to log in to Google to find out how your website is performing, it’s all right there, on your website, where you need it! For me, it’s a far better and easier user experience than Google Analytics.
You can still set up marketing campaigns and goals in Matomo, receive actionable insights you can use to improve your marketing, and real-time data to ensure you’re optimising your website as highly as possible.
For me, Matomo analytics is a fantastic alternative to Google because the team behind the software genuinely care about data protection. That’s why I recommend Matomo to all my clients to use for their websites. Want to make the switch for your website? Contact me now for help and guidance.
