Google Analytics 4 (GA4) and ThoughtMetric both help you understand how your marketing is performing, but they serve different purposes. GA4 is a general analytics tool built to track user behavior across websites and apps. ThoughtMetric is built specifically for e-commerce attribution. In this post, we’ll walk through the key differences to help you decide which platform is the better fit for your store.
What is Google Analytics 4 (GA4)?
GA4 is Google's latest analytics platform. It uses an event-based data model to track user behavior across websites and apps, with an emphasis on cross-device journeys and predictive insights. It replaced Universal Analytics as the default for measuring digital performance.
What is ThoughtMetric?
ThoughtMetric is a marketing attribution platform purpose-built for e-commerce. It tracks where sales truly come from across all marketing channels, giving you a clearer view of ROAS by following the full customer journey, not just last-click interactions.
What Are the Key Differences Between ThoughtMetric and GA4?
1. More Accurate Revenue Attribution
ThoughtMetric gives a more unbiased view of revenue attribution. GA4 often over-credits Google Ads due to its ecosystem ties. ThoughtMetric connects all ad spend directly to revenue, so you see which channels actually drive sales.
2. Better Handling of Returns and Refunds
Unlike GA4, ThoughtMetric accounts for returns, refunds, and voided payments. This gives e-commerce brands a more accurate view of true net revenue and ROAS.
3. Deeper Lifetime Value Insights
GA4 offers some LTV reporting, but ThoughtMetric focuses heavily on identifying which channels bring in your highest-value, repeat customers, so you can double down on what works.
Comparison Chart
Want a clearer view of what’s driving your store’s revenue?
If you're an e-commerce brand serious about growth and maximizing your marketing ROI, ThoughtMetric is the clear winner. While GA4 offers broad analytics, it simply isn't built to solve the unique, complex challenges of online retail. ThoughtMetric, on the other hand, is purpose-built to give you the accurate, actionable insights you need to truly optimize your ad spend.
Book a demo to see how ThoughtMetric helps e-commerce brands make smarter, faster marketing decisions.