Use Datazoom to Take Control Of Your Web Experience

There are many tools, like Google Analytics 4 (GA4), through which you can collect and analyze visitors and your website traffic. But the data collection and reliability of data collection (such as data loss and sampling) and how the analysis is carried out isn’t under your control. Each provider has a unique way of integrating, calculating metrics, and reporting formats, frequencies and API limits. More importantly, web analytics data forms a part of your 1st party data set, which now needs to be used not only with personalization, but also with advertising and monetization services. When the data that drives your marketing and other customer-facing activities is out of your control, flawed business decisions can negatively affect revenue and more.


When you stop relying on third-parties to collect your website analytics, you can improve the effectiveness and efficiency of your business decisions by sending the analytics data where it needs to go as quickly as you need it.

Use Datazoom to Instrument And Send Events To Google Analytics 4

Web analytics is a critical component of the modern marketer’s toolkit, as they provide dashboards to dig into the users’ behavior and the website experience to inform product, paid marketing, and other business decisions. Today, companies around the world rely on third-party providers, such as GA4, to understand their web traffic and help to mature prospects into customers or return visitors. However, as digital industries have scaled up and grown in complexity, the web analytics dataset now needs to be ingested by new tools, combined with other datasets, generate new insights.

Websites used to be a lot more simplistic than they are now, until media and other businesses  moved entirely online. Today, multi-billion dollar companies operate solely through their digital “front door.” This evolution has led to not only building beyond the web-only experience and into launching native apps, but also to the implementation of additional data and analytics services such as CDPs, Product Analytics, and Observability tools that also collect data and formulate insights. 

Web analytics providers often come with designated Tags, SDKs and Libraries that need to be integrated for data collection. So, advantages exist for using a dedicated vendor for data collection?

With a Datazoom data pipe and a web collector, you can capture your own web traffic events and metadata to contribute to your 1st party data set, calculate your own metrics, enrich the data with external data sources, and ensure reliable delivery to an ecosystem of new and existing tools. This allows you to leverage web-analytics dashboard templates and optimize your reporting in the exact ways you need it for your business, which can have demonstrable results:

Improve Data Accuracy & Freshness

Few web analytics companies have created loss-less data collection solutions. What’s involved is the ability to trace data events from their point of collection on the client, through every phase of data processing on the platform. GA4 guarantees only ____ SLA for data collection. The loss of events can lead to inaccuracies with metrics, that could potentially lead to decisions being made with inaccurate insights. Further, GA4 ignores events that arrive more than 72 hours after the events are triggered.

Further, access to data sent directly to GA4 can be time-restricted. For example, their real-time analytics are only available to a limited set of metrics and query parameters, with more metrics and queries only being exposed hourly.

Avoid Throttling, Sampling, and Reporting Limits

As internet traffic and the events and insights we want to gather from each user session have expanded, the amount of data collected has grown exponentially. Because of this, web analytics providers have implemented throttling, sampling levels, and aggregation and reporting limitations to continue to provide free or affordable offerings. As the industry begins to use 1st party data for creating cohorts for content and experience personalization, or for grouping users for targeted advertising, it’s important to retain the granularity of data for every session.

Increase Data Usability & Utility

Many web analytics providers tell you what’s important about your website visitors. They off a set of pre-canned metrics and filters that are relevant to a broad set of businesses. But the reality is that every business is different. By collecting your own event-level data, you can employ data transformation processes to convert, derive or rename values, add new fields of data through enrichment, and adjust calculations and metrics according to what’s important to your business. Ultimately in-place data processing within a data pipeline reduces or removes post-processing entirely, can save cost, and enable real-time analytics to maximize data utility.


Why is using Datazoom better to capture your website analytics and deliver it to GA4?

Use Datazoom to Instrument And Send Events To Google Analytics 4

The latest version of Google’s Web Analytics offering, Google Analytics 4 (GA4), involves a new approach to integration, and offers different insights and analytics capabilities. However directly instrumenting your data to go to GA4 has downsides:

Only One Destination

Data collected by Google can only be routed to one destination: your GA4 dashboard.

Sampling At Varying Thresholds

  • Analytics Standard: 500k sessions at the property level for the date range you are using
  • Analytics 360: 100M sessions at the view level for the date range you are using Queries may include events, custom variables, and custom dimensions and metrics. All other queries have a threshold of 1M
  • Historical data: Limited to up to 14 months (on a rolling basis)

Explorations Vs. Reports Data

GA4 admits that the data you’ll see in ‘explorations’ vs ‘reports’ can be different, as the former queries raw events, and the latter queries pre-aggregated tables – namely through lower user counts, differences in behavioral modeling, and processing time variations.

Datazoom’s SDKs can be used in place of the GA4 SDK to capture event-based data from websites and applications that can be routed to your own account in Google Analytics 4.


We are constantly evaluating new connectors to add to our growing library.

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