Google officially retired its workhorse analytics platform, affectionately known as Universal Analytics, almost 3 years ago. Since then, people have started to learn about other platforms as they scrambled to find something more useful than GA4.
Jason Packer wrote the book on Google Analytics alternatives (literally, it's titled "Google Analytics Alternatives: A Guide to Navigating the World if Options Beyond Google").
Here's what we think of the analytics landscape - how we got here, and what's coming next.
01:29 Universal Analytics Sunset
02:31 Meet Jason Packer
05:53 Jasons Early Web Days
10:20 Why Analytics Matters
13:05 Fragmentation vs Consolidation
17:22 GA4 as Ads Companion
21:13 Googles Motives
23:50 GA4 Pain Points
24:32 Why Users Are Leaving
26:51 Privacy Compliance Pressure
29:33 Top GA4 Alternatives
30:15 Simplified Analytics Tools
32:06 Product Analytics Picks
35:38 Comprehensive Web Platforms
36:42 Future of Analytics AI
42:23 MCP, LLMs and Trust
49:49 Closing Insight and Wrap