etracker vs Google Analytics (2026): which should you pick?

Pick etracker if

• Fits if you want analytics without a consent banner
• Works for European shops that need conversion upload to ad platforms

Look elsewhere if

• Tight if you want to pay monthly, because every plan has a 12-month minimum paid in advance
• Pricey if traffic grows, as billing follows hits (about 4.5 per visit) and overflow costs extra
• Watch out: raw data (49 euros a month) and B2B recognition on Basic (49 euros) are add-ons
• Watch out: tag manager and consent manager are separate modules, and the interface is German and English only

Pick Google Analytics if

• Fits if you run Google Ads and want to see which campaigns bring in sales
• Works for small businesses that want free traffic reports with raw data in BigQuery

Look elsewhere if

• Skip it if you want to watch recordings of visits, which it doesn't do
• Not for you if you need more than 14 months of user-level history without paying for 360
• Tight if you need data within the hour, as intraday freshness is a 360 feature
• Watch out: Analytics 360 has no published price, and sub-properties and roll-up reports are 360 only
• Watch out: Google Ads data in reports covers a rolling 36 months, and Google signals data is kept 26 at most

etracker

• Prices are in euros, excluding VAT, with a minimum contract of 12 months and the fee payable in advance.
• Billing follows hits per month (about 4.5 hits per visit); going over costs an overflow fee per thousand hits.
• Raw data access costs €49 a month extra and B2B recognition on Basic costs €49 a month extra.
• Tag manager and consent manager are separate modules; the interface is in German and English.

Google Analytics

• Analytics 360 has no published price; it is quoted through Google's sales team.
• In the free version, user- and event-level data is kept for 2 or 14 months; 26, 38 and 50 months are 360 only.
• Intraday data freshness, sub-properties, roll-up reporting and higher limits on custom dimensions and audiences are 360 only.
• Google Ads data in reports is limited to a rolling 36 months, and Google signals data is kept no more than 26 months.

etracker

Consent-free tracking

Cookieless session tracking that the vendor says was independently tested as GDPR and ePrivacy compliant without a consent banner.

Store and UX analysis

Measures product lists through to orders, and records scrolling so results can be projected onto your pages as a scrollmap.

Server-side conversion upload

Sends conversions to Google Ads, Meta, Microsoft and TikTok Ads from the server, on the Pro edition and above.

Tracking via your own domain

Tracking can run through a separate subdomain to reduce data loss from ad blockers and browser cookie limits.

Reporting and data export

Dynamic drill-downs, behavioral segments, BI and data warehouse sync, plus exports to CSV, Excel and PDF.

Google Analytics

Traffic and acquisition reports

Shows how people reach a site or app across paid and organic channels, which pages and screens they use, and what happens in real time.

Explorations

Free-form analysis, open or closed funnels, path analysis, segment overlap, cohorts and user lifetime value, built by dragging fields onto a canvas.

Attribution

Data-driven attribution, conversion path reports and model comparisons show how each marketing channel contributes to conversions.

Predictions and insights

Machine learning predicts actions such as purchase or churn to build audiences, flags notable changes automatically, and answers typed questions.

Google Ads and BigQuery links

Imports Google Ads, Display & Video 360 and Search Ads 360 data, sends audiences and conversions back, and exports raw events to BigQuery.

etracker

• Basic€10.80

  per month for 25,000 hits, 12-month minimum

  For blogs and content sites: consent-free cookieless tracking, dashboard, core reports, own tracking domain.

• Pro€22.80

  per month for 25,000 hits, 12-month minimum

  Adds e-commerce, marketing and customer journey reports, conversion upload to ad platforms, scrollmap and form analysis.

• Enterprise€58.80

  per month for 50,000 hits, 12-month minimum

  Adds Report Builder, a REST reporting interface with Looker Studio connector, app tracking and unlimited co-users.

Google Analytics

• Google Analytics$0

  Free: reports, explorations, attribution, predictive audiences, Google Ads and Search Console links, and BigQuery export.

• Analytics 360Custom

  Sold through sales: intraday data within an hour, sub-properties, roll-up reporting, higher limits, up to 50 months of data and SLAs.