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GA4 is free web analytics with attribution reports, and it loses the same browser conversions everything else does. Trakt is purpose-built for ad attribution: it recovers those missed conversions and pushes them back to Google and Meta, including offline and call-based sales GA4 was never built to see.
| Trakt | GA4 | |
|---|---|---|
| What it is | Purpose-built ad attribution that recovers missed conversions and pushes them back to the ad platforms. | Free, general-purpose web analytics with attribution reports built in. |
| Conversion recovery | Server-side tracking recovers sales the browser pixel loses, then reports them to Google and Meta. | Browser and tag based, so it loses the same conversions ad blockers and cookie limits drop. |
| Push back to ad platforms | Google offline conversions and Meta CAPI, deduplicated, with shadow mode. | Reports on data; it does not push recovered conversions back to Meta. |
| Offline and calls | Closed deals and phone sales attributed and uploaded as offline conversions. | Not designed for call funnels or offline sales. |
| Data | Every event and order retained and joined to its click. | Sampling and thresholds can obscure smaller segments. |
| Cost | Free to start in shadow mode; paid plans by ad spend. | Free. |
Comparison based on publicly available information and our own use of GA4. Product features change; check GA4's site for their current details.
Connect a store, run Trakt in shadow mode, and compare it against your ad account before you change a thing.