Snowplow or Google Analytics?

Since its inception in 2005, Google Analytics has long been the industry standard for digital analytics. 

But with the sunsetting of Universal Analytics in 2023, uncertainty around recent privacy legislation rulings, and the continued trend towards the modern data stack, data teams are reviewing whether Google Analytics is the right platform for them.

Why consider an alternative to Google Analytics?

Since its inception in 2005, Google Analytics has long been the industry standard for digital analytics. Offering many companies the ability to start understanding their customers’ behavior online.

But with the sunsetting of Universal Analytics in June 2023, uncertainty around recent privacy legislation rulings, and the continued trend towards the modern data stack, data teams are reviewing whether migrating to Google Analytics v4 is right for their business.

What is Google Analytics?What is Snowplow?
Released in 2005, Google Analytics has long been the industry standard through its free analytics model.

Once Google Analytics Universal is sunsetted in June 2023 there will be two versions of Google Analytics; Google Analytics 4, free web analytics and Google Analytics 360, Google’s paid offering.

Google Analytics offers a black-box approach for any company looking to get started in web analytics, providing an entry level understanding of customer behavior through a UI-focused experience with some capability to export data to Bigquery.
Born out of an open source project, Snowplow helps any company create granular behavioral data for themselvesin their own cloud, to power advanced analytics, AI/ML and composable CDP.

Snowplow delivers granular, rich behavioral data from any source (web, mobile, IOT etc.) to any leading warehouse or lake in real-time to power your analytics needs.

With Snowplow you can define the data you want to create, providing you with the most comprehensive view of customer behavior.

With our out-of-the-box or customisable web and mobile data models, data teams have incrementally modeled data that is BI-ready for any advanced analytics application from understanding customer behaviour to custom attribution modeling.

How can Snowplow elevate your advanced analytics?

Deliver BI-ready data in real-time to your data warehouse or lake

For the modern data team to succeed, they need to go beyond Google Analytics UI. For over 10 years, Snowplow has delivered granular, rich behavioral data within their data warehouse or lake in real-time. With Snowplow’s out-of-the-box and customisable web and mobile data models, data teams are equipped with incrementally modeled data at an event, page/screen, view session, and user level. Don’t spend your time exporting and wrangling nested data structures, instead unlock insight from your data.

Gain a complete picture of your customers

On browsers like Safari and Firefox, Intelligent/Enhanced Tracking Prevention (ITP/ETP) limits tracking capabilities for 3rd party solutions like Google Analytics, meaning user tracking can be restricted to as little as 24 hours. With Snowplow’s first-party tracking and identity resolution, you can track all users for more than two years and accurately track customer behavior and marketing attribution.

Take complete control and ownership of your data

In today’s privacy-conscious world and evolving data legislation, it is more important than ever to own your own data. In the last 12 months we have seen the Austrian and French Data Protection Authority (DSB and CNIL) deem that Google Analytics does not comply with GDPR. With Snowplow deployed privately on your cloud and a suite of out-of-the-box privacy controls, including PII pseudonymization, you have complete control and ownership of your data.

Define the data you collect

Snowplow’s Behavioral Data Platform allows you to define your own custom events and entity schemas and capture an unlimited number of properties with every event. When coupled with Snowplow’s ability to set your own governance and data policies, you can ensure you have a complete and fully compliant view of customer behavior. Equipped with data created for purpose, you can spend your time unlocking insight, not wrangling data from Google Analytics.

Dedicated customer support and onboarding

For over a decade, Snowplow has helped craft and optimize analytics strategy using behavioral data. You are supported from initial set-up with our dedicated Solutions Architects to ongoing optimization with our customer success specialists. With our full SLA coverage and our 24/7 support engineers focusing on keeping your infrastructure in working order, you can focus on creating more value with your data.

‘For us, Snowplow event tracking has replaced Google Analytics, as GA cannot do everything we need, or even a fraction of what we need, such as easily tying data to individual users.’

Alex Beskin, Head of Analytics – Animoto

Animoto

Get Snowplow behavioral data management built in to your products today