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Google Analytics alternative

The Google Analytics alternative that makes your product better.

Google Analytics is strong for advertising and audiences. wayfold is built to understand how your product is used and to check your improvements. Anonymously, without cookies and without visitor profiles.

Start 30-day trialSee the comparison

No cookies · No profiles · No banner from us

Side by side

wayfold and Google Analytics 4

TopicwayfoldGoogle Analytics 4
CookieswayfoldNoneGoogle Analytics 4Sets its own cookies such as _ga by default to recognize browsers
RecognitionwayfoldNone. Sessions are never linked to each otherGoogle Analytics 4Recognizes returning browsers through a client ID, optionally users through a user ID
Consentwayfoldwayfold shows no banner. Whether your configuration works without consent is for you and your legal counsel to decideGoogle Analytics 4In the EU usually only with consent, because cookies are set
IP addresseswayfoldUsed only transiently for country, device and abuse protection, never storedGoogle Analytics 4According to Google, not stored in GA4
Providerwayfoldminddraft AG, SwitzerlandGoogle Analytics 4Google, processing may also take place in the US
FocuswayfoldJourneys, goals, funnels and the impact of changesGoogle Analytics 4Marketing, audiences and the Google Ads connection
ScriptwayfoldOne dependency-free script, about 5 KB (gzip)Google Analytics 4Google tag (gtag.js), considerably larger
Retentionwayfold365 days of session detail, then up to 730 days of daily totalsGoogle Analytics 4User and event data for explorations: 2 months (default) or 14 months
PricewayfoldFrom CHF 6.90 per month, 30-day free trialGoogle Analytics 4Free, Analytics 360 is paid

As of September 2026, based on the default configuration of Google Analytics 4. Your own settings, for example for consent or retention, can change individual points.

When Google Analytics fits better

If you want to build audiences for Google Ads, recognize users across devices or export raw data to BigQuery, Google Analytics is the better tool. wayfold deliberately does not recognize people and focuses on making your product better.

Switching

How to switch from Google Analytics to wayfold

  1. 1

    Add the script alongside

    Add the wayfold script next to Google Analytics. You can compare both sets of numbers side by side for a while without losing anything.

  2. 2

    Recreate your goals

    Bring your most important GA4 key events over as goals: pageviews, forms, custom events or engagement. Funnels use the same building blocks.

  3. 3

    Keep campaigns and search

    UTM parameters work unchanged. Bring your GA4 history along and connect Google Search Console for search data from roughly the last 16 months.

  4. 4

    Remove Google Analytics

    Once the numbers work for you, remove the Google tag. If your consent banner exists only for Google Analytics, check with your legal counsel whether you can drop it afterwards.

Why the numbers differ

Differences are expected. wayfold counts anonymous sessions without recognition and filters bots. Google Analytics counts users through cookies and, in the EU, usually only when consent was given.

Historical data

Your GA4 history comes along Included in every plan

Connect Google Analytics with read-only access or upload GA4 exports as CSV. wayfold takes over up to 25 months of daily totals per page, source, campaign, country, device and key event and shows them separately as GA4 history. User and client IDs are never imported.

Start 30-day trial

Try wayfold for 30 days alongside Google Analytics.

No credit card. You keep Google Analytics until you decide.

Start 30-day trial