How to get rid of Google Analytics!

05/20/2023

Want to integrate a new statistics tool? Here's how!

Changing a statistics tool is a big step. The “old” one has served us so well, it's still doing its job, the reports come in regularly and provide clear graphics... - everything is fine! So why change?

Google Analytics (which is mostly the “old” one) as we know it is being phased out. Google, the friendly Big Brother from the Sunshine State of California, is sending warning emails to all its clients: the good old Google tool is being discontinued and a new, better one is coming on July 1 of this year. So it's high time to start the transition. >>> Click here for more information.
The GDPR. Yes, it can sometimes be annoying to deal with data protection. But it has to be done. Because the GDPR is at war with Google and cookies, which uniquely identify users. And that's a good thing! Because...
The users! They are identified quite clearly, with everything they search for, what they read, and how they move around the web. It's actually quite spooky when you think about it, if we weren't all so used to it and completely ignored it. And they're annoying...
The cookie banners:... block the view and access to the website you are currently viewing. They are obstacles! And they should be removed.
Because do we, the website operators, really need all the data collected by cookies? In practice, the answer is often: “Hmm, well, it's nice, but not that much to that extent...”

... and there are several other arguments and aspects in the discussion that should be weighed up before making such a decision. But once you've made the decision, i.e., if you want to switch from statistics tool A to tool B, how do you go about it? Here are a few tips.

The process: How to integrate a new statistics tool

Evaluate the status and current collection of all your statistical data.
Is all technology up to date? Which tools work well together and which don't? A change can enable the integration of new tools and allow redundant software to be removed.
Clean up the data structure:
Which data is really relevant, and are there any duplicates? What are your key performance indicators (KPIs)? Also make sure that the new software uses the same data categories.
Set up the new tracking code …
… which collects data about visitors to your website or app and creates tags to discover detailed data about events or to link to third-party providers.
Back up historical data:
After implementing the platform, run it in parallel with the existing software for a few months. This way, historical data will not be lost and new segments can be created. Documentation is important: All historical data should be saved!
Team training and reporting structure
Determine how many people consistently use the current platform. Have them trained to become experts and grant them appropriate access rights. Install a reporting structure: Track your most important KPIs and set up report templates.

What components do you need? What is useful?

These are the important and useful components.

Analytics: This goes beyond data collection via websites, apps, digital products, and post-login areas, which can be analyzed in greater depth with integrated reports on target groups, behavior, acquisition, and conversion. This is the classic basic area of statistical analysis.
Tag Manager: This allows you to quickly create, test, and implement tags using templates or custom code. You coordinate tag behavior with analytics, a customer data platform, and a consent manager.
Customer data platform: Here you create customer profiles and define categories for segmenting target groups. You fill the profiles with the data collected by the analytics tool and the Tag Manager. With the Consent Manager, you only collect data with the express consent of the user, if required.
Consent Manager: These manage user consent and requests on the same platform where you collect and process data.

Data analysis and tracking: Solution without cookies

Data protection regulations in Europe – GDPR and others – require very careful handling of data and a close look at server locations. For this reason, we cannot use analytics tools such as Google Analytics, especially for global websites. Tracking certain data, such as returning users, requires extensive cookie banners, which cause around 60% of users to decline and not disclose any data! The results are therefore very detailed but actually highly inaccurate! We therefore recommend a cookie-free solution via...

Matomo or
etracker.

The most important user data is collected without consent. And it is still secure in terms of data protection.

What is tracked by cookieless tools

Information about the device, operating system, and browser used. Geographical information up to city level at most
URL accessed with corresponding page title and optional information about the page content, the website from which the individual page was accessed (referrer page including assignment to search engines and social media sites as well as reading of campaign parameters), the subsequent pages that were accessed from the accessed website within a single website, the time spent on the website during the session, and more ...
Other interactions (clicks) on the website, such as search terms entered, files downloaded, videos viewed, registrations, inquiries, items ordered, etc.
The frequency with which the website is accessed.

To this end, operators offer tools such as heat maps and funnel analyses, which show the path users take through the website, on individual pages, and much more, which already provides a great deal of insight.

“We are user-friendly!” - Great for communication

The only thing that is not possible, due to the lack of consent from visitors, is the recognition of returning visitors as such, as the identification and thus tracking of individual clients is not carried out. However, there are other effective options available to skilled dialogue marketers: tools and offers that make users feel welcome, well accepted, and eager to return.

What's more, this is a positive, user-friendly decision, because: “We don't spy on you or anyone else!” It's a harsh statement, but it's how many people increasingly feel, not least because the debate about data protection, Google, and the collection, transfer, and reuse of data in the US has not gone unnoticed by many. Many people know what is meant and what happens when a cookie banner blocks access to the desired website. Many reject this and simply do not want their data to be passed on. The result: the tools measure incorrectly. The results look great, but they are rubbish.

Instead, this offers opportunities for providers to reconnect with their users and clearly communicate to them: “We do not use tools that collect personal data!” And to convey offers: “Help us create and offer you good content!” And that's also a very nice thing.