COMPARISON
GA4 is a web analytics tool. AiTRK is a cross-channel attribution engine. They solve different problems — here’s how they compare.
GA4 is designed to measure website behavior — page views, sessions, events. It’s a general-purpose analytics tool owned by Google. AiTRK is purpose-built for marketing attribution — connecting ad spend to conversions across every channel, device, and touchpoint. They’re complementary, not competitive. Most AiTRK clients run both.
The key difference: GA4 tells you what happened on your site. AiTRK tells you which marketing made it happen.
| Feature | AiTRK + Atrilyx | Google Analytics 4 |
|---|---|---|
| Primary purpose | Cross-channel marketing attribution | Website analytics |
| Attribution model | Multi-touch (linear, time-decay, data-driven) | Last-click (default), data-driven (limited) |
| View-through conversions | ✓ 4M+ VTCs tracked | — Not supported |
| Cross-device tracking | ✓ Deterministic identity resolution | Limited (Google signals, logged-in users only) |
| Ad network integrations | 20+ networks (Meta, Trade Desk, DV360, etc.) | Google Ads only (native) |
| Impression-level data | ✓ From all integrated networks | — Not available |
| Cross-domain tracking | ✓ First-party cookies + CNAME | ✓ Requires configuration |
| Data refresh frequency | 3x daily (network data; pixel tracking is real-time) | 24–48 hour processing delay |
| Programmatic attribution | ✓ Full impression-to-conversion path | — Click-only |
| Privacy compliance | GDPR, CCPA, HIPAA | GDPR, CCPA (no HIPAA) |
| Data ownership | You own your data | Google retains data rights |
| Cookie architecture | First-party only | First-party + Google signals |
| Pixel size | <5KB gzipped | ~45KB (gtag.js) |
| Patent protection | U.S. Patent No. 10,091,321 | No (open platform) |
| Cost | Enterprise pricing (contact) | Free (with limits) / 360 ($$$) |
Yes — and most AiTRK clients do. GA4 handles website analytics and Google Ads reporting. AiTRK handles cross-channel attribution across all ad networks. They complement each other: GA4 tells you what users do on your site, AiTRK tells you which marketing drove them there.
AiTRK is the foundation of the Atrilyx platform. Book a demo to see the full stack — from pixel to AI.