As a marketing or digital manager in commercial real estate, you have to track numerous metrics across multiple platforms.
But which tool should you choose? Finding it hard to navigate? This article is for you! Enjoy reading!

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1. Google Analytics (GA4): Reliable but limited

Why is it popular?

Free and integrated into the entire Google suite (including Google Ads, Search Console, Google My Business, and Tag Manager), it saves a lot of time (it must be said).

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What are the limitations of Google Analytics GA4?

This tool can be complex if you've never used this type of indicator before. In addition, the data is often stored outside the EU, which means it is subject to other laws that may not necessarily comply with GDPR standards. Depending on the geopolitical context, this can be dangerous!

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In short: GA4 or no GA4?

Don't have time or looking for a very basic setup? Go for it! Want a more GDPR-friendly alternative? Move on.

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2. Matomo: A GDPR alternative

Its strength: GDPR compliance.

Matomo has positioned itself as a leading player in EU-friendly GDPR analytics (that doesn't mean anything, we just made it up!). Indeed, EU data is stored... in Europe!

Who is it for?

Do you have a resourceful Digital/IT team that loves a challenge? Go for it!

Its advantages?

Heat map modules, SEO tracking, and conversion funnels (for your gift cards and loyalty programs!) are built in. It's up to you to configure them!

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3. Piano Analytics: A customization solution for specific challenges

Piano Analytics, a French solution Developed in France, Piano offers a robust French alternative for organizations that manage numerous assets and a high volume of users.

What are the advantages of Piano Analytics? 

Des dashboard de suivi avancés, un tracking personnalisé, rapidité et un support client fiable. On adore ! Advanced monitoring dashboards, personalized tracking, speed, and reliable customer support. We love it!

Who is it for?

Do you have more than 10 assets to manage simultaneously AND specific needs AND require strong data governance? This is the place for you!

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Our final recommendation

As always, it all depends on your ROI. If you are the only one managing all digital activities, opt for GA4.

• Simplification is your best ally!
• If you only look at your statistics once a month and have between 3 and 10 centers, try Matomo or Piano.
• If you have specific needs, more than 10 centers to manage, and/or want a French solution, opt for Piano.

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If you're managing a shopping center or a portfolio of assets, the analytics tool you choose will directly impact your ability to demonstrate ROI, optimize campaigns, and ensure compliance.

• For privacy and performance at a reasonable scale: Choose Matomo
• For advanced governance and complex reporting: Go with Piano
• For basic needs and ad integration only: Google Analytics may still serve, but be cautious

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