Is GA4 the Right Tool for Your B2B Organisation: What are the Alternatives?

The shift from UA to GA4 has been a wake-up call for B2B marketers to explore other alternatives. For far too long, B2B companies have been over-reliant on Google Analytics which simply isn’t carved out for the B2B buyer journey. In this blog, we look at the challenges and the alternatives to GA4 for B2B marketers. 

Why do B2B marketers need better website analytics tools?

The B2B buying cycle is long and nonlinear. The user journey is complex.
Multiple stakeholders spend months after months researching your solutions. 

With GA4, you can certainly have a rough understanding of customer behaviour on your website. But rough might not be good enough for your B2B organisation. You need a system that supports account-based tracking, accommodates B2B workflows, has advanced segmentation, and ultimately is built for B2B needs.

What are the Alternatives? 

If you’re a B2B marketer, you already know that it takes an entire village to make a B2B purchasing decision. Unlike GA4, which excels at tracking basic user interactions, you need tools that can navigate these complex cycles.

Platforms like Matomo, Piwik Pro, and Woopra are built for this very purpose. They offer features like extended attribution windows, custom event tracking, company-level tracking, advanced segmentation, helping you see how marketing touches influence decisions across the entire journey, from initial awareness to final purchase.

FeatureGA4MatomoPiwik ProWoopraSimple Analytics
User Tracking-Event-based, robust for standard interactions.

-Requires extensive setup for complex B2B journeys (custom events, funnels).
-Session-based and event-based.

-Handles some B2B interactions (downloads, form submissions) but limited for advanced tracking.
Event-based, powerful customization for B2B interactions (custom events, user journeys, form tracking).-Session-based and user behaviour tracking.

-Strong for capturing in-depth user actions and interactions.
-Session-based with limited event tracking.

-Not ideal for complex B2B workflows.
B2B Workflows-Limited built-in features.

-Requires significant customization for complex B2B tracking (attribution modelling, lead scoring).
-Some B2B features (lead tracking, form analytics).

-Not ideal for very complex workflows.
Strong B2B capabilities (custom funnels, user flow analysis, form tracking, lead scoring).-Strong for user behaviour analysis and capturing interactions on web and within applications.

-Can be adapted for B2B workflows with segmentation and funnels.
-Limited B2B functionalities.

-Not recommended for complex workflows.
Advanced SegmentationLimited options (basic demographics).Segmentation by user attributes (company size, location) for basic B2B analysis.Advanced segmentation by user attributes (company size, industry, job title), campaign source, and website behaviour.Advanced segmentation by user attributes, company data (through integrations), website behaviour, and user journey stages.Limited segmentation options (device, location, source).
Data samplingSamples data for analysis, potentially leading to inaccurate results for B2B marketing.Processes all website data, providing a complete picture of user behaviour for informed decision-making.Supports data sampling with various configurations, but full data processing is also an option.Not applicable (processes all data due to its focus on user behaviour).Not applicable (processes all data due to its lightweight nature).
Advanced Attribution ModelsLimited options (Last Click, First Click)Supports various models (Time Decay, Position-Based, etc.)Supports various models (Time Decay, Position-Based, etc.)Supports various models (Customizable)Not supported
Company-wide trackingLimitedStrong (custom dimensions to track company-specific activity)Strong (custom dimensions to track company-specific activity)Strong:
-Identifies patterns suggesting multiple users from the same company.
-Insights into repeat visits linked to the same organisation.
Basic (IP address)
Strengths for B2BUser-centric data, okay for basic trackingGranular company-level insights, customizableGranular company-level insights, customizableDeep user behaviour analysis to identify potential company leadsBasic understanding of repeat visits (limited to IP address)
Privacy ComplianceFuture-proof with privacy focus, offers consent management.GDPR and CCPA compliant, self-hosted option available.Highly GDPR and CCPA compliant, self-hosted option available.Privacy-focused, offers options for cookieless tracking.Privacy-focused, cookieless by default.
Ease of IntegrationDirect integration with Google products only (Ads, Marketing Platform).Open source, offers plugins for popular CMS platforms.Easy setup, offers plugins for popular CMS platforms.-Easy setup with SDKs for various platforms.

-May require additional development effort for complex integrations.
Very easy setup, lightweight code snippet.
Cost-Free to use
-GA 360 is paid
Freemium-Free core plan
-Enterprise plan is paid
-Free core plan
-Pro and enterprise plan are paid
Free to use
Comparative Table: GA4 and its Alternatives

A Quick Summary 

  • Advanced B2B Needs: For robust B2B tracking and customization (think custom dimensions, extended attribution, macro-conversion tracking), platforms like Piwik Pro or Matomo excel. These often come with subscription fees, so evaluate their pricing models carefully to ensure they align with your budget.
  • User Behaviour Focus: If understanding user journeys within companies is crucial (e.g., identifying multiple users from the same organisation), Woopra stands out. While it offers paid plans with advanced features, Woopra might also have pricing structures suitable for smaller companies depending on their needs.
  • Basic Needs: For smaller companies with limited budgets and a focus on understanding basic user behaviour (like website visits and page views), Simple Analytics provides a free, lightweight option. However, its limitations in customization and advanced features should be considered before relying on it solely for B2B marketing efforts.

Choosing the Right Tool

  • It’s easy to fall for the new and shiny. With clear objectives in mind, pick a tool based on your company’s individual context, immediate requirements, and also affordability. 
  • Clearly differentiate between the nice-to-have vs must-haves. This will help assess what’s truly important and not get sucked into the ‘features’ rabbithole. 
  • Analyse and compare different tools and pick the one that ticks most boxes. Remember no tool will be able to give you 100% perfect output.
  • Always do a trial run. For web analytics, it’s always good to try out a two month run and assess if the tool is able to give you the data and insights you were looking for. 

Ultimately, the best choice depends on your specific requirements.
Consider factors like the complexity of your buying journey, the level of customization needed, your comfort level with technical setups, and of course, your budget.

Reach us for a free consultation on this:

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