For me, the core analytics system has always been Google Analytics, formerly GA-UA, now GA4.

Due to the tightening of privacy policies and the complication of tracking, a lot of new tracking and analytics systems have appeared on the market.

In one of my recent projects, I had to use the HYROS system in conjunction with the GA4.

Does it make sense to use alternative/new/additional tracking and analytics systems?

Let’s try to figure it out.

What should a MODERN analytics system for multi-channel advertising be able to do?

1) Accounting for conversions and transferring conversions back to advertising systems for campaign optimization.

2) Gathering audiences for remarketing and look-a-like based on events.

3) Data-driven attribution model, comparison of campaign/channel performance in different attribution models, and analysis of the path to conversion.

4) Traffic analytics – site behavior, page visits, audience demographics, interests, etc.

Let’s say you use Google Ads + Facebook Ads + Tiktok Ads at the same time to advertise your business.

What can different analytics systems give you?

GA4 + server-side tracking

Pros:
✅ The system completely solves tasks number 3 and 4.

Flaws:
✅ The system solves tasks number 1 and 2 only for Google Ads.
✅ Delay in displaying data up to 48 hours.

HYROS

Flaws:
✅ The system ONLY solves task number 1. This is a tracking system, but not an analytics system !!

Pros:
✅ Display first/last click conversions for all advertising systems in REAL time.
✅ Interesting Chrome Extension for displaying conversions directly in the Google Ads interface (see screenshot).
✅ Ability to transfer conversions back to almost all known advertising systems.

My conclusions

1) The Hyros tracking system (and similar) can only be used in addition to the GA4 !!

2) The Hyros tracking system (and similar ones) can be helpful for business people in the first place. The system will give them the possibility of ongoing control over the performance of advertising.

3) Advertising specialists need more advanced GA4 features for traffic management.

Ask Albert how to build a paid acquisition system for your business.