As technology evolves, so does the power of digital surveillance. One area that stands out in particular is network analysis. Websites that do not use Ethical Website Analytics will collect data about your location, how you use the website, and how often you use it. For example, if the site uses Google Analytics, that data will be sold to other businesses.
Why all the fuss about ethical website analytics?
Consumers are not happy. 75% of internet users are in the US, and they are more concerned than ever with their online privacy. Government legislation is finally catching up. In March 2022, the Austrian Data Protection Authority found Google Analytics to be in breach of the GDPR. In September, the French DPA did the same. Other EU member states are expected to follow suit.
As a business owner, you need to find a balance between collecting data to support your business, complying with the law, aligning with your ethical values, and respecting customer privacy.
The good news is that switching to an ethical web analytics provider is a great opportunity to differentiate yourself from your competitors, earn customer trust, and simplify your business operations.
Find all the information you need to make the conversion here.
go to top
Illustration of a cat climbing a ladder
Why Switch to Ethical Network Analysis?
If you use Google Analytics and are wondering if the change is right for you, here are some reasons to switch to ethical website analytics:
For your business to be successful, you need to make informed decisions based on accurate data. Google Analytics is not the best tool.
Website visitors who use Firefox, ad blockers or who don't agree to be tracked will not show up in your data between 15% and 25% of users . As people become more aware of tracking and take steps to avoid it, This data gap will only grow.
To Claudia Kozeny-Pelling, digital marketer and owner of Translating Digital Marketing , compliance was a big factor in her decision to switch. She said: “I had a GDPR compliant cookie banner installed on my website and realised that the Google Analytics cookies and Facebook marketing cookies were not compliant and it worried me. I didn’t want to risk being fined.”
If your website is properly set up to be GDPR compliant, users will not be tracked until they have given their consent. Few sites do this correctly, putting them at risk of fines. To check your website for compliance, use a scanner like Fathom, Illegal Analysis Scanner or Blacklight .
But there's an even bigger reason to turn to ethical web analytics: "We shouldn't stop tracking users because it's inaccurate. We should stop tracking users because it's wrong," says web developer and author Jeremy Keith of Adapt .
As Paul Jarvis, co-founder of Fathom , the original ethical web analytics platform, explains: "Google Analytics offers 'free' analytics because they make billions of dollars from our collective data. Websites using Google Analytics all They're not even real customers. Real customers are people who buy ads from Google.
“In contrast, Fathom Analytics sells software. We charge our customers a reasonable price and listen to their needs. There is no reason for us to sell our data and offer our product for free because we are completely sustainable selling software. It feels like A more honest business model because it's easier to see how money and revenue is flowing."
More and more small businesses want to get rid of big tech companies and their unethical practices. Communities like Below the Radar are a great place to start getting support and guidance.
Jessica Kats, e-commerce and retail expert Susie , explained her position: “As an e-commerce business, we do a lot of data analysis. As a result, ethical email list issues can easily arise. The guidelines make the decision, and we decide to switch."
Dave Smyth, web developer at Scruples Studio , works on building privacy-focused websites for his clients. “We have ethical concerns about Google and its use of data. Privacy-focused analytics can easily switch to something more aligned with our values and that of our customers.”
As a business, nothing is more important than customer opinion. Clients make it clear that they don't like being watched.
Since Apple's iOS 14.5 update, app tracking has only had an opt-in rate of 13% globally. In the U.S., that number drops to 5 percent. Meanwhile, in France and Germany , 75% of people do not want ads to be served to them based on behavioral data.
“Ethical analysis, like Fathom, considers customers by adequately protecting their privacy. We do not follow them online and use their habits or browsing history against them. We make every effort to anonymize any personal data,” Fathom Paul said.
H2: What should you consider before turning to ethical network analysis?
You are convinced that it is time to turn to an ethical web analytics provider. Asking yourself these basic questions before you begin will help you ensure a smooth and efficient migration and a fit-for-purpose outcome.
How much data do you need?
Are you overwhelmed by the data that Google Analytics currently provides? Which metrics do you actually use? Which ones help your business?
go to top
Illustration of a cat climbing a ladder
What do you value?
What is most important to you as a business? What is important to your customers? Are you most concerned about privacy? obey?
where are you?
Your location will determine the providers you can choose from. European companies should choose a provider with EU servers to be GDPR compliant.