In terms of its functionality, there’s not much to object to when it comes to using Google’s tracking tool: the features on offer keep their promises, and the delivered results provide webmasters with detailed information on which parts of their web projects needs optimizing, and which are already successful. In addition, the service can be used free of charge.
Nevertheless, Google Analytics also has its weaknesses: for example, the time spent on a page is only taken into account if the visitor clicks on another page. If the visitor closes their browser instead, Google Analytics will display a duration of zero seconds. In addition, the data provided is rarely accurate to the minute as is the case with many comparable tools. There are also numerous browser plugins that block Google Analytics – or JavaScript, on which the tool is based.
However, the biggest disadvantage of using Google’s website analysis tool is the fact that all information collected about visitors is stored on the company’s servers. For this purpose, the software transmits the user information received via cookies directly to Google. Only after several years does the internet giant delete this data from its servers, which are located in the USA and are therefore subject to less strict data regulations compared to some countries. Whether and how Google processes this user data is unclear. It’s possible that it will be used primarily to adapt the search algorithm being used.
Through the analysis results, Google can directly link users to their Google accounts if they have one. In theory, the company can track every step the user takes as long as they visit sites that use Google Analytics. In summary, the following disadvantages of the industry leader speak in favor of using a Google Analytics alternative:
- Transmits all data to Google
- User data stored for years
- Retention time only measured if users visit another webpage
- Analysis data is not accurate to the minute as with comparable services
- Evaluation of social networks and mobile traffic is not optimal
- Various browser plugins block Google Analytics