Incendium Beats GA4 on All Metrics

If you’re spending more than $1,000 a month on ads, and you want to grow, you need more than a one-size-fits-all tool. Incendium captures more data, with higher accuracy and is 100% impartial.

hAROON surname Previously responsible for AI & Automation at Reckitt, spending $300m a year in digital across 30+ ecom brands. Now runs

"Incendium is a game changer. It’s possibly the only technology that can accurately model ROI for B2B brands.


Google Analytics 4 VS Incendium

how do they compare?


  • Medium
  • High (Typically +30% more)


  • 30 Days
  • Infinite


  • Up to 14 Days
  • 2 Hours


  • Last Click or ‘Data Driven’ Black Box
  • 6 Models Including: First, Last, Linear, Positional. Customizable


  • Basic, Site-Wide Rules
  • Completely Customizable at Page Level


  • Basic, Last Click
  • MTA Cost Data, SKU-level Margin Data, LTV Return Data


  • None
  • At Risk Customers, Top Customers

Ready to get started with Incendium?

No Developers Needed

Low Code,
1 Click Setup

Setting up Incendium is fast and easy. There are no complicated or intricate coding integrations needed. You can be set up in minutes.


Arm Your Sales Team With Detailed User Data

Knowledge is power; if you can give your Sales team the whole history of what the person they’re going to speak to has done on site, what content they enjoyed, what guides they downloaded and how often they visit, sales conversations can flow and so can the closes!

"An Incredible Piece of Tech"

"The ecom industry has been crying out for something like this. Other analytics platforms seem to be going backwards, but Incendium steps up and provides exactly what you need to understand whats going on, what products to push, what ads to pause and where to invest. Rather than being on the back foot, trying to scrape a little more COGS efficiency, you can plan and invest smartly and drive real growth.

Marco Criscuolo | Performance Marketing Expert, Ecommerce
Managed $12,000,000 in ad spend whilst at allbeauty & Fragrance Direct

Meaningful Performance Measurement

Whilst most analytics platforms provide you with an entry point to look at top level channel performance, or visits and engagement over time, the data is not organized in a way which leads to actionable insights. So you got more traffic? Why? Who were those visitors? What did this do for your business?

Incendium tracks a much broader array of metrics, but organizes the data in a way that is completely customized to your own customer journeys. Insights jump straight out of the dashboard, and allow you to make bold changes to your business with confidence.

Our aligned Sales & Marketing dashboard tracks Prospects through each stage of their journey to becoming a customer. It can quickly show you where your optimization opportunities are and what the potential impact will be. Quickly cut wasteful marketing expenditure, improve your sales team performance and grow your lead pipeline.

Unparalleled Attribution Scope

Mass-market analytics are fundamentally flawed when it comes to measuring b2b pipelines. Even with custom coding and APIs it is impossible to pull revenue data into them and match it to a user journey. So you can never know the ROI of a keyword in a PPC campaign and forget trying to carry out attribution modeling for channel performance.

Incendium solves this, closing the loop and providing full attribution modeling on top.

Understanding Engagement With Completely New Metrics

With all the engagement metrics in the world, from Time in View to Scroll velocity, measurement of behavior is still subjective. What is a good Time-On-Page? How many pages should people visit in a session?

Incendium uses a new metric called ‘Page Effectiveness’ which takes into account audience data, buying journey stages and the purpose of the page they are visiting to decide if the pageview should be marked ‘Effective’ or not. For example, if someone lands on a category page, and clicks through to a product straight away, traditionally this would be seen as negative due to a quick time on page. However the page did it’s job, and the speed actually suggests it did it very well. Incendium sees this in-content click from a landing visit on a category page and registers an effective pageview.

Analytics has evolved. Book a demo with our team and find out how we can change the way you look at your data and optimize your pipelines.