I'm currently trying multiple testing solutions for Testkit.
These were the tools I've used (Some at the same time)
You may now ask why I use so many analytics solutions simultaneously, and I have a simple answer for that: I couldn't decide. So I tried all of them.
Now I won't go into detail on how all of them work and what the differences are, but there was one thing that I noticed while comparing all of them:
Why may you ask?
Squeaky has a nice feature: it can track people's interactions on the website while keeping privacy in focus - it doesn't use any cookies, and therefore I didn't have to ask for permission. I did have to ask for consent for Google Analytics, though, which is exactly where the problem is.
Through the heatmaps that Squeaky provided, I saw that around two-thirds of all visitors rejected the cookies or used something like "I don't care about cookies" or uBlock to disable tracking cookies altogether.
I saw a significant spike in visitors on Squeaky, Matomo, and Cloudflare Analytics. However, there were five times fewer visitors on Google Analytics.
As a comparison, here are the numbers from Squeaky:
And from here are the numbers from the same day in Google Analytics:
For me, that makes Google Analytics pretty much worthless. Yes, I can still see a lot of data of people that accept cookies, but the reality seems that more and more people are aware of their privacy and use either tracking/cookie blockers or reject the cookies themselves.
I'd love to hear your thoughts about this!