Corvidae Vs. Google Analytics

Find out why marketers are switching to Corvidae to gain an accurate, compliant and unbiased view of their performance.

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GA4 Vs Corvidae AI

The Problem with Google Analytics (GA4).

Your customers are unique: and so are their buying journeys.

To fully understand your marketing performance, your analytics tool needs to reflect this. But most marketers still use Google Analytics...

Corvidae Vs GA4

Use AI Journeys to Attribute True Value

Rebuild Broken Customer Attribution

Move away from failing cookie and id-stitched analytics, where the majority of your decisions are based on broken data.

Our AI probabilistically rebuilds cross-channel journeys using only 1st-party event stream data: no cookies!

Validate the transformational impact of accurate attribution using A/B split tests in your AdTech & benefit from automated GDPR and CCPA compliance.

Understanding the Problem

Why should I avoid Google Analytics? 

If you’re here, then you already know that Google Analytics isn’t fit for purpose. 

Google has historically relied on cookies to gather and collate data. And although they are deprecating third-party cookies, this doesn’t solve the underlying issue:

  • GA4 can't track across devices and so all of your analytics is built on broken data.

The same is true for all traditional analytics systems which rely on deterministic stitching.

In fact, Corvidae is the only analytics solution which uses probabilistic stitching, and we hold patents globally to that effect.

Broken User Journeys

User Journeys

GA4 Fails to stitch journeys when people change devices.

Cross Device Measurement

Cookies can’t track multi-channel, multi-device journeys.

As soon as your customer switches to a different device, it splits a full journey into two separate paths. Google will then only apply their Data Driven Attribution model to the converting path, resulting in:

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Overinflated Revenue Reporting

Facebook and Google revenue add up to more than your P&L

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Undervalued Upper Funnel

Paid social improves sales, but doesn't score well in MTA

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Increase in Wasted Media Spend

Operating in AdTech silos means media can't be efficiently allocated.

Why Choose Corvidae

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2x

Longer Paths

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60%

Increase in Conversions

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20:1

ROAS in Google ads

Corvidae is Independent From AdTech

Gain an unbiased view of performance

Combine data sources in one place, so you can understand the impact of every channel and remove AdTech bias. 

Corvidae’s suite of reports will show you where you’re cannibalising spend across Facebook and Google. And even where the most efficient spend opportunities lie within your campaigns.

Read more about Corvidae's platform overview.

Unbiased View Of Performance

Data Compliance Baked In For GDPR & CCPA

Protect your marketing measurement

Google Analytics had been ruled as non-GDPR compliant across Europe.

Ensure your analytics are protected by swapping to a GDPR compliant alternative. Corvidae uses a first-party pixel and patented Machine Learning technology to compliantly track users and doesn’t store any PII.

Protect Marketing Measurement

Rebuilding Journeys to Reveal Top of Funnel

Understand the full customer journey

Corvidae rebuilds your customer journeys, providing user paths that are twice as long as Google Analytics.

So, you can target back towards the top of the funnel, where clicks are cheaper and your competition has less visibility.

Cross Device Journey

Cross Device Journey Graphic

Use AI to see individual journeys behind your clickstream data.

Prove Attribution Accuracy with Automated New Customer Growth

Use AI Journeys to Attribute True Value

Rebuild Broken Customer Attribution

Move away from failing cookie and id-stitched analytics, where the majority of your decisions are based on broken data.

Our AI probabilistically rebuilds cross-channel journeys using only 1st-party event stream data: no cookies!

Validate the transformational impact of accurate attribution using A/B split tests in your AdTech & benefit from automated GDPR and CCPA compliance.

Feed AdTech True Customer Journeys

Feed AdTech True Journeys With Corvidae AI

Google's AI can only optimise ad placements using conversions it can see.

Corvidae's patented stitching feeds the true value of top-of-funnel touchpoints back into your AdTech.

This prevents Google from overspending on competitive bottom-of-funnel auctions and guides it to find net-new customers earlier: instantly generating incremental revenue at a lower CPA.

Comparison Corvidae AI, GA4 & GA360
CorvidaeGA4GA360
Tracks without the need for cookiesYesNoNo
Uses AI to rebuild conversion journeysYesNoNo
Advanced data anonymisationYesNoNo
Zero-identity trackingYesNoNo
Does not store personally identifiable informationYesNoNo
100% data controlYesNoNo
Unsampled dataYesNoYes
Data is private and not shared with third partiesYesData is shared with DoubleClick, Google Ads clients and other Google productsData is shared with DoubleClick, Google Ads clients and other Google products
GDPR compliant out of the boxYesNoNo
Data backups and redundancyYesYesYes
Suitable for industries handling sensitive data i.e. banking, governments, telecoms and healthcareYesNoNo
Number of user accountsUnlimited100Unlimited

Corvidae Case Studies

FAQS

The Schrems II ruling in 2020 was a milestone in EU policy regarding consumer data rights. The EU took the position that Businesses cannot offload responsibility for data compliance onto their technology provider, and instead retain GDPR liability should EU data go outside the EU.

In February 2022, both Austria and France have ruled that Google Analytics is illegal from a GDPR view, as it cannot prevent data passing to the US, and the US security services have provably accessed Google data. It was expected that all EU member states would fall in line with this position over the coming months.

As of today, GA4 has created compliance modes that allow for compliant deployment, and options for non-US storage - though not for free GA4 accounts. These methods are being challenged by Schrems under the same lack of compliance for data storage offered by existing Safe Harbour rulings creating the initial challenge to legality in GDPR countries.

While the Schrems II ruling doesn’t mean that using Google Analytics is illegal, it is strongly recommended that marketers and businesses re-evaluate their current use of GA.

With Universal Analytics having been replaced by GA4 for all users, it’s a perfect time to re-evaluate your current analytics set up and move away from cookie-based methods.

As it stands, liability exists for any analytics deployments which collect data from anywhere in the EU.

For example, if your company is based in the US but you receive traffic from Germany, you are still liable for breach of data compliance should you use a system that is not compliant.

In short, if either of the following are the case for you, then it is possible that you are in breach of Schrems II and should consult your legal team:

  • Your website analytics provider is a US company
  • Your website analytics provider uses web servers owned by a US cloud provider

We do not currently offer a free trial of Corvidae AI.

However, we can scope up to 4 month pilot periods with flexible pricing options during which we would expect to evidence at least 10:1 ROI on your license with Google Ads automation.

This allows you to see the value of Corvidae before committing to annual pricing for extensive discounting.

Corvidae AI FAQs

Ready to try attribution the Corvidae way?
Work with your dedicated Success Manager

Getting started on the road to accurate attribution doesn’t have to be complicated. Our team are on-hand to make the move to a new attribution tool as easy as possible.

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