Limitations of Google Analytics 4 and how to solve them with Snowplow

Digital analytics plays a crucial role in marketing decisions, and Google Analytics (GA) has been a longstanding tool in this domain, notably transitioning from Universal Analytics (UA) to Google Analytics 4 (GA4) in 2023. This shift has forced teams to adapt to GA4 or seek alternatives amidst challenges such as limited customer behavior insights, compliance issues, and data integration difficulties. GA4's reliance on first-party cookies faces restrictions from browsers like Safari and Firefox, leading to inaccurate user behavior tracking. Additionally, GA4's compliance with GDPR is questioned due to data processing outside the EU, prompting regulatory scrutiny and risk of fines. Alternatives like Snowplow offer more robust features, including first-party server-set cookies, real-time data streaming, and customizable data pipelines, which enhance data richness, compliance, and integration into data warehouses. These capabilities address the limitations of GA4 by offering greater control, data quality, and future-proofing of analytics strategies, as exemplified by companies like Trinny London and Autotrader, who have embraced Snowplow for more comprehensive analytics solutions.