Published on 04/16/25
Google analytics is dead, long live Google analytics?
As the end of Universal Analytics (GA3) approaches, thinking about a new solution for your audience measurement is more topical than ever. So how do you choose the right one for YOUR digital ecosystem? At Arneo, we've already helped many of our customers with this migration. Here's how.
There are three main options
Option 1_ The best-known, Google Analytics 4
Used by many of us for several years now. Google has made its mark with a host of practical solutions: google search console, google optimize (A/B testing solution), google data studio, google display & video, google tag manager... And that's the point: audience measurement is an essential link in the Google Marketing Platform chain. If your digital ecosystem relies heavily on the Google suite, then GA4 is the obvious choice.
But here's the thing: on its own, GA4 is not RGPD-compliant, as data is transferred outside the European Union. And, although Google is making efforts to anonymize data, this isn't enough in the eyes of the CNIL and Europe.
This last point does not rule out the use of GA4, however, as the CNIL is proposing that a proxyfications solution be put in place in order to become RGDP-compliant. At Arneo, we have identified an effective solution that limits the budgetary impact.
Option 2_ Mastering your data with Google Analytics 4 and GTM Server Side
The Google Tag Manager server side solution enables you to send your data to your own servers. The advantage of this solution is that data collected by third-party marketing solutions can be stored on your hosting environments. You become the master of your data, no longer needing to go through a third party.
As your data isn't exported, with proper consent management (we'll talk about this shortly) this solution complies with RGPD rules.
However, thanks to the server side, you enter the world of first-party data. It becomes your property, and this not only brings control, but also value for your company.
It should be noted, however, that this will have an impact on the capacity of your servers to store and secure this data. This type of approach is not financially neutral. It is better suited to "mature" structures, as it requires a significant investment to set up and maintain over time.
Option 3_ Integrated RGDP-compliant solutions: Matomo and Piwik
These two solutions are 100% RGDP-compliant and recognized by the CNIL, so you can turn to them without worry. To choose, as with any project, you need to project your needs over time.
If Matomo is a free, open-source audience measurement solution, it will provide you with access to raw data. To complete this data, you will then need to request options from the solution via a marketplace, these options being chargeable (third-party data integration, conversion tunnel analysis...).
Piwik Pro is based on Matomo, but develops a turnkey approach for its users, which is why Piwik is a pay-as-you-go solution, as the value and customization are created as soon as the solution is accessed. Piwik pro offers tiered pricing based on the number of hits (page views and events carried out on the site).
No tracking without a good CMP (consent management platform)
Finding the right audience measurement solution is important, but it must be considered in parallel with the consent platform. One can't exist without the other.
Indeed, to track your users' behavior or carry out targeted marketing campaigns, you need to collect their consent, thanks to the famous third-party cookies.
Here too, there are several CMPs to choose from: Onetrust, Axceptio, Cookiebot, Tarte au citron... All of these solutions have their strengths, but once again, it's a question of assessing your needs and choosing the right platform.
A word of warning: to ensure that your CMP complies with RGPD rules, it's important to make sure that the cookie is deposited when the user accepts it, and not when it's imposed.
Things are changing, and so are your reports...
These new solutions bring new contributions and new ways of approaching audience measurement. Don't be surprised to see your reporting evolve. Depending on the solution you choose, your metrics will evolve. For example, we already know that the GA4 solution will no longer be able to show bounce rates. Instead, we'll be talking about engagement rates.
Depending on the solution, you'll need to allow time for adaptation, and potentially for redefining your KPIS.
In conclusion
As you can see, Universal Analytics (GA3) will disappear in July 2023. The sooner you activate the transition, the better.
Ideally, it's best to plan a period of coexistence between the two solutions, to check data quality, make changes to reporting, and take the time to familiarize yourself with the new solution by having a back-up with the old one.
But it's not too late: if you haven't yet chosen your new audience measurement solution, or if you're a little confused, we'd be delighted to guide you.
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