Google’s popular gtag.js library makes it easy to collect data for Google Analytics 4 and Google Ads.
However, it also connects you to Google’s ecosystem. Tracking data takes away control and flexibility.
Enter Walker OS. This new open source tracking library from ElbWalker aims to take back customizable control. You can send your data anywhere, not just to Google. It also claims improved performance due to its lightweight codebase.
In this article, we examine whether walkerOS delivers on its promise. It also:
- Compare its functionality, flexibility, and ease of use with Google Tags.
- Learn when it makes sense to make the switch and the potential downsides.
What is gtag.js?
Google Tag (gtag.js) is Google’s JavaScript library that tracks and collects data, and serves as a comprehensive link between your site and various Google services, such as Google Ads and Google Analytics 4.
In contrast to ga.js and Analytics.js, which were limited to analytics only, gtag.js provides a single solution.
Rather than directly handling analysis and transformation data capture, it achieves efficiency by using other libraries and essentially acts as a framework for these libraries.
This eases the setup and integration process and reduces the need for extensive code changes.
Gtag.js, unlike Google Tag Manager, combines multiple tracking tags into one. This simplifies the user experience and facilitates event detection and cross-domain tracking.
Overall, detailed insights into visitor behavior and traffic sources are more easily provided, increasing usefulness.
Learn more: Google releases simple, centralized tagging solution
Why should I look for an alternative to gtag.js?
Although gtag.js is the industry standard for Google Analytics and ad tracking, there are situations where alternatives are preferred. Reasons include privacy, lightweight libraries, server-side data collection, and data ownership to avoid vendor lock-in.
Alternatives may give you better control over your user data and make it easier to comply with regulations such as GDPR and CCPA. We may offer features such as data anonymization and selective data collection. This ensures that your data is managed according to your organization’s privacy policy and reduces the risk of sharing your data with third parties.
Page speed is very important, so it’s important to optimize the performance of your JavaScript library. Although gtag.js is lightweight, using multiple libraries can slow down your site.
A smaller library results in faster loading times and a better user experience, especially on mobile. Consider multiple destination libraries to improve performance.
From a data security perspective:
- Sensitive information can be kept more secure, reducing the risk of it being intercepted or manipulated on the client side.
- Server-side data collection avoids issues associated with ad blockers and browsers that limit tracking scripts, and may provide more accurate analytical data.
Considering alternatives provides flexibility in data management and avoids vendor lock-in and price constraints.
Owning your data enables seamless integration with a variety of systems and custom analytics solutions. For example, if consent to Google Analytics 4 is denied, the tagging server may not receive all data.
What is WalkerOS?
This is where the walkerOS library comes into play.
WalkerOS (also known as walker.js) provides a flexible data management system that allows users to tailor data collection and processing to their needs.
It is designed for versatile use, from simple utilities to complex configurations. Its main purpose is to ensure that data is sent to the tool of your choice.
Simply put, you can implement walker.js and send data anywhere for any analytics or advertising purposes you want. No need to use tons of different tags.
The walkerOS event model provides a unified framework to meet the demands of analytics, marketing, privacy, and data science through an entity action methodology.
This approach is the basis of walkerOS and systematically categorizes interactions by identifying the “entities” involved and the “actions” performed. This structural yet adaptive model provides a complete understanding of user behavior.
WalkerOS stands out for its adaptability in event tracking, allowing for customization based on specific business needs rather than adhering to pre-configured analysis frameworks.
The philosophy behind walkerOS is to make tracking intuitive and easy to understand for all parties, improving the quality and usefulness of data within your organization.
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Walker.js operations and points to note
It requires some technical knowledge and understanding to get started, but it’s not as difficult as you might think. The walker.js web client can be implemented directly via code via Google Tag Manager (recommended) and npm.
All events will now be sent to the dataLayer, from where you can start tagging them via Google Tag Manager.
The tagging process means defining the events you want to capture and send, such as filter usage, e-commerce purchases, adds to cart, and item views.
Walker.js provides great triggers that you can use starting with click, load, submit, hover, and custom actions. You can also add destination tags to define where the captured data is sent.
Walker.js works with pre-built destinations such as Google Analytics 4, Google Ads, Google Tag Manager, Meta Pixel, Piwik PRO, and Plausible Analytics. It also provides an API for sending custom events to destinations that can receive them.
We recommend using the demo page to try it out.
Switching from gtag.js: Things to consider
Switching from gtag.js to alternatives such as walker.js for tracking and data collection comes with considerations and potential drawbacks depending on your specific needs and settings. The main points to consider are:
Integration with Google products
In terms of integration, gtag.js is designed to work seamlessly with Google’s suite of products, including Google Analytics, Google Ads, and more.
Alternatives like walker.js don’t offer the same level of native integration, which can complicate the setup of these services. Requires technical understanding to implement and maintain.
Feature support and customization
Gtag.js supports a wide range of out-of-the-box features customized for Google’s platforms. Walker.js may not directly support all these features or may require additional customization to achieve similar functionality.
Ease of implementation for Google users
Gtag.js provides an easy implementation process for users who are already using Google products. Users may find that they need more technical knowledge to effectively customize and integrate walker.js.
Google’s extensive documentation and community support make troubleshooting and learning easy. Walker.js is not very popular, so there may be limited resources for support and guidance.
GA4 Consider data collection and tracking options
The decision to use gtag.js or switch to an alternative such as walker.js depends on your specific use case and needs. If you rely heavily on the Google ecosystem and want seamless integration, gtag.js may be your best choice.
However, for users who require greater control and flexibility over data collection and usage across their systems, walkerOS provides a lightweight, customizable tracking solution.
Although it requires more technical knowledge to set up, the ability to own the data and reduce vendor lock-in has strategic long-term benefits for many companies.
Learn more: How to set up Google Analytics 4 using Google Tag Manager
The opinions expressed in this article are those of the guest author and not necessarily those of Search Engine Land. Staff authors are listed here.
