Aggregate reporting is one job. Following each buyer is another.
If Google Analytics 4 answers your questions, keep it. These limits come from Google's own documentation, and they start to matter when a B2B team needs more.
Explorations look back 2 or 14 months
In Google Analytics 4 explorations and funnel reports, user-level data is available for 2 or 14 months, depending on the data retention setting. Standard aggregated reports are not affected. If a deal takes longer than that from first visit to signature, those reports can no longer show where it started.
No personally identifiable information, by policy
Google's policies say no data may be passed to Google that Google could use or recognize as personally identifiable information, and its terms rule it out hashed or otherwise, except where specific features allow it. An email address on a CRM contact, often the identifier sales and marketing both work from, is that kind of data.
Exports and queries have quotas
On standard properties, the daily BigQuery export is limited to 1 million events per day; streaming export has no volume limit but is billed per GB. Event-level queries, in reports, explorations and the API, have a quota limit of 10 million events.
User-level analysis on data your team owns.
Marver isn't free, and it needs a technical owner to run its server. Analytics is $2,500 per month and Analytics + CDP is $5,000, both flat. Here is what that pays for.
A real desktop workbench
Explore paths, funnels and correlations interactively against your own server, not in a browser tab waiting on a cloud query queue.
Offline and batch sources
CSV, JSON and NDJSON files from CRM, point-of-sale or call-center systems. Each is a registered source with its own join key and consent purpose, and every import returns a receipt of rejected and consent-suppressed rows.
Unify the same customer Analytics + CDP
Resolve identity across web, server-side and batch-file sources with deterministic matching, a full history of how each profile formed, and un-merge when a link is wrong.
Your raw data, on your own disks
Raw events sit on your disks as plain NDJSON text, readable without Marver. No per-seat fees, no MAU pricing, and no event metering on paid tiers.
How Google Analytics 4 and Marver compare.
The Google Analytics 4 column describes standard properties, as Google's documentation linked below states it. Google Analytics is ahead on price and on having nothing to operate. The other rows are where the two differ for B2B work.
| Question | Google Analytics 4 (standard) | Marver |
|---|---|---|
| Where does the data live? | On Google's systems, with an optional export of raw events to BigQuery. | Collection, processing and identity, on your hardware or cloud account. |
| Can it use personal identifiers? | Not by policy: no data Google could use or recognize as personally identifiable information, hashed or otherwise, except where specific features allow it. | Yes, inside your network. Rows that share an email, customer ID or user ID resolve to the same customer, with Analytics + CDP. |
| How do you get the raw events? | A daily BigQuery export, limited to 1 million events per day. Streaming export has no volume limit and is billed per GB. | Raw events sit on your disks as plain NDJSON text, readable without Marver. |
| Where do queries run? | On Google's systems. Event-level queries, in reports, explorations and API requests, have a quota limit of 10 million events. | Against your own server: analysts explore paths, funnels and correlations interactively in the desktop Workbench. |
| What does it cost? | Free on standard properties. Google Analytics 360 is a paid edition. | Analytics is $2,500 and Analytics + CDP is $5,000, each per month and flat. |
| Who runs it? | Google. There is no server for your team to run. | Your team, on your hardware or cloud account: a Linux host (x86-64 or ARM64), or Docker Desktop on a Mac or Windows machine. |
Google Analytics 360 raises several of these limits: an event-level query quota of up to 1 billion events, up to 20 billion events a day in the BigQuery export, and up to 50 months for event data other than user-level data, which stays at 2 or 14 months.
Sources
- Google Analytics Help: data retention (opens in a new tab)
- Google Analytics Help: event-level query quota (opens in a new tab)
- Google Analytics Help: BigQuery export limits (opens in a new tab)
- Google Analytics Help: personally identifiable information (opens in a new tab)
- Google Analytics Terms of Service, section 7 (opens in a new tab)
Evaluate it on your hardware, on your schedule.
Request a license, start the server with Docker Compose, and point real traffic at it. Marver sends no customer data to Chip Hosting Solutions' systems, and every question gets a written answer from the engineer who built it.
Inside your network
Your channels
Web and tag-manager events, server-side calls, and CRM, POS or call-center files
Marver server
Collection, processing and identity, on your hardware or cloud account
Marver Workbench
Desktop app on your analysts' machines: macOS, Windows and Linux.
Leaves your network
A license check, once a day
A license ID and an install fingerprint. Never customer or event data. It can go through your HTTP proxy. If it can't get through for 30 days, Marver goes read-only until it can. Air-gapped Enterprise licenses skip it entirely.
Request a license
Tell Chip Hosting Solutions your company and where the server will run, and get back a signed 45-day license file and the Docker Compose bundle.
Run it on your infrastructure
Bring the server up on a Linux host (x86-64 or ARM64), or under Docker Desktop on a Mac or Windows machine. Analysts install the desktop Workbench and connect to it.
Keep it, or let it lapse
To continue, reply for an order form or invoice and drop in the paid license, with no reinstall. If you don't, Marver stops taking new events and you keep view, query and export access to everything it already holds. Raw events sit on your disks as plain NDJSON text, readable without Marver.
Who Marver is for, and who it isn't.
Who it's for
- Organizations that need user-level analytics across web, server-side, and offline events
- Technical teams frustrated by per-seat pricing, vendor lock-in, or slow cloud analytics workflows
Probably not for
- Teams that Google Analytics already serves well: it is free on standard properties, and if its reports answer your questions, keep it
- Teams with no one to run a server: Marver runs on infrastructure you operate, so it needs a technical owner
- Teams looking for a plug-and-play marketing dashboard in an afternoon
Pricing that scales with your deployment, not your headcount.
No per-seat fees, no MAU pricing, and no event metering on paid tiers. Start with a full 45-day trial on your own hardware, then pick the tier that fits. Every tier includes unlimited users.
Analytics
$2,500
per month · flat
Unmetered events · No identity layer
The analyst workbench with no event caps: schema authoring, Path Browser, Funnels, Correlation and cluster analysis, with role-based access for every user.
Analytics + CDP
Typical fit$5,000
per month · flat
Persistent customer identity
For teams that need trusted customer identity, not just event counts. Everything in Analytics, plus unified profiles, attribution, an identity formation audit with un-merge, and direct founder support.
Enterprise
Custom
based on scale
Air-gapped · Custom terms
Everything in Analytics + CDP, plus offline licenses for air-gapped networks, a TLS-on deployment profile, custom license terms, and help with your security review. SSO and high availability are on the roadmap.
Typical fit: Analytics + CDP. Joining CRM and other offline files to web journeys, one profile per customer, needs the identity layer in Analytics + CDP: unified profiles, attribution, and an identity formation audit with un-merge. Web-only teams can start on Analytics, which has no identity layer.
Full pricing detailsBuilt by an Adobe Certified Data Workbench Architect.
Andrew Chepurny
Founder & Principal Architect, Chip Hosting Solutions
Andrew Chepurny built and operated Adobe Data Workbench at enterprise scale for Fortune 500 organizations. When Adobe announced end-of-life, three clients, in telecom, insurance and financial services, got in touch within 48 hours, all asking where to go now. Everything was cloud-only, and the thick-client power-analyst workflow had disappeared. Marver is the answer, five years in the making.
- 17+ years in analytics and MarTech for Fortune 500 brands
- 11 years at Adobe · CS degree, business minor
- Adobe Certified Expert: Data Workbench Architect · CJA Developer
Analytics architecture delivered for
Consulting and in-house engagements, not Marver deployments.
- Dollar General
- Amtrak
- Western Union
- ForeFlight
- Pfizer
- City National Bank
- Adobe Systems
- + many more
Questions teams ask before a trial.
Should we replace Google Analytics?
Not necessarily. Google Analytics is free on standard properties and good at aggregate web reporting; if it answers your questions, keep it. Keeping it doesn't rule out Marver: Marver takes events forwarded from Google Tag Manager, so a site that already uses Tag Manager can feed both.
Can we join CRM data to web journeys?
Yes, with Analytics + CDP. CRM data comes in as CSV, JSON or NDJSON files. Each is a registered source with its own join key and consent purpose, and every import returns a receipt of rejected and consent-suppressed rows. Route web events and CRM files into a shared dataset, and rows that share an email, customer ID or user ID resolve to the same customer, while every row keeps the channel it came from. Lookup dimensions can also turn raw codes into business names, for example a product code into its product name.
Who needs to run it?
A technical owner on your team. The server comes as a Docker Compose bundle and runs on a Linux host (x86-64 or ARM64), or under Docker Desktop on a Mac or Windows machine, on your hardware or your own cloud account. Analysts install the desktop Workbench, for macOS, Windows and Linux, and connect to it. Marver sends no customer data to Chip Hosting Solutions' systems, and every question gets a written answer from the engineer who built it.
What does it cost?
Pricing scales with your deployment, not your headcount. Analytics is $2,500 and Analytics + CDP is $5,000, each per month and flat; Enterprise is custom, based on scale. Every tier includes unlimited users, and the 45-day trial is free. Google Analytics costs nothing on standard properties, so weigh Marver against the questions it answers that your current setup doesn't.
What happens if we try it and don't buy?
Marver stops taking new events, and you keep view, query and export access to everything it already holds. Raw events sit on your disks as plain NDJSON text, readable without Marver.
Request your 45-day trial.
Tell Chip Hosting Solutions who you are and where the server will run. Andrew Chepurny, who built Marver, reviews each request and replies with a signed license.dwb file and the matching install bundle, usually within one business day.
Prefer email? Write to andrew@chip-hosting.com
Licensing question? Use the contact form · Implementation partner? Talk partnerships