Why choose Piano Analytics over GA4?

European hosting and native compliance

Piano Analytics (formerly AT Internet) is a French audience measurement solution with servers located in Europe. This is its main competitive advantage over GA4. Data never leaves the European Union, which greatly simplifies GDPR compliance and eliminates risks related to transatlantic transfers.

Piano Analytics benefits from the CNIL’s consent exemption for audience measurement, just like Matomo, provided the required configuration settings are followed. This means you can measure 100% of your traffic without depending on consent, where GA4 typically loses 30 to 50% of data due to cookie refusals. For organizations subject to strict regulatory requirements (public sector, healthcare, finance), this is a decisive argument.

Features and key differences

Piano Analytics offers a rich data model with fine granularity on editorial content (articles, videos, media). Its query engine enables advanced exploratory analyses without exporting to a third-party tool. The interface is more technical than GA4 but offers greater flexibility for experienced analysts.

However, Piano Analytics lacks the Google ecosystem: no native Google Ads integration, no conversion modeling via Consent Mode, no free BigQuery export. If your acquisition strategy relies heavily on Google Ads, this missing link can be penalizing.

Cost and positioning

Piano Analytics is a paid solution with pricing that depends on data volume and activated modules. Prices are not public and require a quote. The pricing sits well above GA4 (free) but remains competitive against Adobe Analytics or Amplitude. For many organizations, a hybrid approach works well: Piano Analytics for compliant and exhaustive audience measurement, GA4 for advertising optimization and Google Ads integration. Both tools can coexist on the same site.