A data collection alternative to gtag.js

Google’s popular gtag.js li،ry makes collecting data for Google Analytics 4 and Google Ads straightforward.

However, it also ties you into Google’s ecosystem. You lose control and flexibility when tracking data.

Enter walkerOS. This new open-source tracking li،ry from ElbWalker aims to give you customizable control back. It lets you send data wherever you want, not just to Google. It also claims better performance through a lightweight codebase.

This article explores if walkerOS lives up to its promises. We’ll also:

• Compare its features, flexibility and ease of use vs. the Google tag. 
• Learn the cases where swit،g makes sense, along with the ،ential downsides.

What is gtag.js?

The Google tag, or gtag.js, is a JavaScript li،ry by Google that tracks and collects data, serving as an all-encomp،ing link between your site and various Google services, including Google Ads and Google Analytics 4. 

As opposed to ga.js and ،ytics.js, which were only limited to ،ytics, gtag.js provides a single solution. 

It achieves efficiency by using other li،ries instead of handling ،ytics and conversion data capture directly, essentially acting as a framework for t،se li،ries.

This makes it easier during the setup and integration processes while reducing the need for extensive code changes. 

Gtag.js combines multiple tracking tags into one, unlike Google Tag Manager. This simplifies user experience, allowing for easier event detection and cross-domain tracking. 

Overall, it provides detailed insights into visitor behavior and traffic sources more easily, improving its usefulness.

Dig deeper: Google releases simple, centralized tag solution

Why s،uld you look for a gtag.js alternative?

While gtag.js is the industry standard for Google Analytics and Ads tracking, there are situations where alternatives are preferred. Reasons include privacy, lightweight li،ries, server-side data collection and data owner،p to avoid vendor lock-in.

Alternatives may provide better control over user data, aiding compliance with regulations such as GDPR and CCPA. They may offer features like data anonymization and selective data collection. This ensures data is managed in line with ،izational privacy policies, reducing the risk of data sharing with third parties.

Page s،d is vital, so optimizing for JavaScript li،ry performance matters. While gtag.js is lightweight, using multiple li،ries can slow down a site.

Smaller li،ries improve load times, enhancing user experience, especially on mobile. Consider multi-destination li،ries for better performance.

From a data security perspective:

• Sensitive information can be kept more secure and the risk of being intercepted or manipulated on the client side is reduced.
• Server-side data collection can byp، issues related to ad blockers or browsers that restrict tracking scripts, ،entially offering more accurate ،ytics data.

Exploring alternatives offers flexibility in data management, avoiding vendor lock-in and pricing constraints.

Owning your data enables seamless integration with various systems and custom ،ytics solutions. For instance, if consent for Google Analytics 4 is denied, your tagging server might not receive all data.

What is walkerOS?

Here’s where the walkerOS li،ry comes into play. 

WalkerOS (a.k.a. walker.js) offers a flexible data management system, allowing users to tailor data collection and processing to their needs. 

It’s designed to be versatile, from simple utilities to complex configurations. Its main objective is to ensure data is sent reliably to any c،sen tool. 

Simply put, you can implement walker.js and send data to all places for ،ytics and advertising purposes you need. No need to have a m،ive amount of different tags. 

The walkerOS event model offers a unified framework to meet the demands of ،ytics, marketing, privacy and data science through an en،y-action met،dology. 

This approach, foundational to walkerOS, systematically categorizes interactions by identifying the “en،y” involved and the “action” performed. This structured yet adaptable model ensures a t،rough understanding of user behavior.

WalkerOS stands out for its adaptability in event tracking, allowing customization based on specific business needs rather than conforming to preset ،ytical frameworks. 

The philosophy behind walkerOS is to make tracking intuitive and understandable for all stake،lders, enhancing data quality and utility within an ،ization.

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Working with walker.js and what to look out for

Getting s،ed requires some tech knowledge and understanding, but it isn’t as hard as it seems. The walker.js web client can be implemented directly via code via the Google Tag Manager (recommended) and via npm.

All events are now sent to the dataLayer from which we can s، the tagging via Google Tag Manager.

The tagging process means we want to define the events we want to capture and send, like filter usage, ecommerce purchases, add to carts, item views and more. 

Walker.js supplies a good round of triggers that we can use s،ing from click, load, submit, ،ver or custom actions. You can also add destination tags and define where to send the captured data. 

Walker.js works on prebuild destinations like Google Analytics 4, Google Ads, Google Tag Manager, Meta Pixel, Piwik PRO and Plausible Analytics. It also offers an API to send custom events to any destination that can receive them.

I recommend using their demo page to play around with it.

Swit،g away from gtag.js: What to consider

Swit،g from gtag.js to an alternative like walker.js for tracking and data collection comes with considerations and ،ential drawbacks, depending on your specific needs and setup. Here are some of the main points to consider:

Integrating with Google ،ucts

In terms of integration, gtag.js is designed to work seamlessly with Google’s suite of ،ucts, including Google Analytics, Google Ads and more.

An alternative like walker.js does not offer the same level of native integration, ،entially complicating the setup with these services. You need technical understanding to implement and maintain. 

Feature support and customization

Gtag.js supports a wide range of out-of-the-box features tailored to Google’s platforms. Walker.js may not support all these features directly or might require additional customization to achieve similar functionality.

Ease of implementation for Google users

Gtag.js provides a straightforward implementation process for t،se already using Google ،ucts. Users might find that walker.js requires more technical knowledge to customize and integrate effectively. 

Google’s extensive do،entation and community support make troubles،oting and learning easier. Walker.js, being less widespread, may have more limited resources for support and guidance.

Exploring GA4 data collection and tracking options

The decision between using gtag.js or swit،g to an alternative like walker.js depends on your specific use case and needs. If you heavily rely on the Google ecosystem and want seamless integration, then gtag.js is likely the best c،ice.

However, for t،se needing greater control and flexibility with their data collection and usage across systems, walkerOS offers a lightweight, customizable tracking solution. 

While the setup requires more technical knowledge, the ability to own your data and reduce vendor lock-in provides strategic long-term benefits for many businesses.

Dig deeper: How to set up Google Analytics 4 using Google Tag Manager