Digital Analytics and Measurement Tools Evaluation: Google Analytics 4 and Snowplow

We performed a field test to assess how Snowplow compares to GA4 for a retail organization that realizes the mandate for digital analytics. To make the test as fair as possible, we used both Google Analytics and Snowplow in vanilla e-commerce implementations. This means that for both solutions, we used the out-of-the-box e-commerce events.

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