Google Analytics 4: drawbacks and limitations—is it worth sticking around?

ByAnn Erika

Jun 14, 2022 , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,


The no cost model of Google Analytics, Universal Analytics, is the most broadly used net analytics answer. The system is so common that it dominates 86% sector share, creating Google the market place chief. But even however numerous contemplate Google Analytics the normal, there are reasons to inquire if it is the best preference for your marketing setup—especially since Google declared the sunset of Universal Analytics.

On July 1, 2023, Universal Analytics qualities will prevent processing new hits, forcing users to switch to its successor, Google Analytics 4. When this may well look like a purely natural development, marketers should really not be fooled.

The mastering curve will be steep—Google Analytics 4 is nearly an fully new platform and even now creating. On top rated of that, Google Analytics challenges shedding the users’ rely on thanks to grey parts about the likes of privateness and data possession.

With a privateness-centered future forward, now is the time to seek alternate options that far better stability information assortment with compliance. With a suitable analytics system, entrepreneurs make your info assortment as it should really be: predictable and sustainable. Right after all, entrepreneurs and analysts want to process user-amount knowledge whilst building believe in with their site visitors.

In this post, we will dive into the difficulties with Google Analytics 4 from a consumer point of view and from a privateness and compliance standpoint, so you can make an informed conclusion ahead of switching platforms.

Person point of view: Google Analytics 4 is a action in the mistaken route

 Google Analytics 4 introduces an altered reporting and measurement technological know-how that is neither perfectly comprehended nor extensively approved by the advertising and marketing local community.

From a user practical experience perspective, lots of discover GA4 tough to navigate. But past that, there are a host of problems with the feature sets. Permit us dig deeper into those people restrictions: 

There is no basic way to migrate your facts

 Migration is a sophisticated process and really should be prepared meticulously. Unfortunately, Google Analytics 4 does not make it any less difficult. Without the need of knowledge or tag migration, all historical info from Universal Analytics will not be transferred to the new system.

The obstacle only grows with the organization’s size—you can have hundreds of tags to shift. So, if marketers should commence amassing information from scratch, they could possibly as very well change to a new analytic software program.

Not-so-intuitive user interface

The most popular challenge marketers and analysts will possible experience with Google Analytics 4 is the unfamiliarity with the new interface.

A new dashboard has many immediately evident discrepancies from what entrepreneurs are made use of to working. Strike styles are important to how Universal Analytic homes tackle all stats. Hit forms involve page hits, party hits, eCommerce hits, and social conversation hits.

GA4 doesn’t have any concept of a hit style like Common Analytics utilizes. All the things in Google Analytics 4 is classified as an “event.” This is a huge change.

In get for entrepreneurs to have accomplishment on the new system, they will have to adapt speedily to preserve the identical momentum they experienced with this prior system.

Limits on customized proportions

A personalized dimension is an attribute that marketers can configure in their analytics tool to dive deeper into their details. It offers the possibility to pivot or phase this info to isolate a distinct audience or website traffic for further investigation.

GA4 in truth allows for personalized proportions to section studies, but there is a strict restrict. You can only have up to 25 consumer-scoped custom made dimensions and up to 50 event-scoped custom made dimensions per house.

Lack of customized channel grouping

Channel groupings are rule-based groupings of advertising channels. When personalized, these groupings allow for marketers to track the general performance of all those channels proficiently.

Compared with Common Analytics, GA4 does not let you to make personalized channel groupings in the new interface. Alternatively, marketers will only be able to use their default channel groupings.

Motivations guiding the shorter deadline

 The deadline Google has remaining the analytics local community to act is startling. There are quite a few speculations as to why this could possibly be, which includes:

  1. Google may have been unhappy with the velocity of adoption for Google Analytics 4 and made the decision to act decisively.
  2. Google circumventing some of the authorized warmth that Common Analytics is going through in the EU.
  3. Google wanting to lower charges and rid alone of technological credit card debt affiliated with countless numbers of websites with legacy answers set up. Given that GA4 is developed to aid Google’s advertising and marketing community, it assures a lot more income than the competitors.

Now there is a concrete deadline to make the change, marketers will have to have to come to a decision whether they want to get started altering to Google Analytics 4 or get started afresh with a new system.

Privacy and compliance: Google Analytics 4 has a lengthy way to go

If a firm operates in several nations, internet marketing teams will have to have to be informed of the quite a few challenges ensuing from the obligations of the two area data privacy laws and worldwide laws.

Information protection laws continually changing and restricted stability rules only complicate issues additional. Looking through the tea leaves, we believe GA4 will not last lengthy in Europe. Here’s why:

Google Analytics violates European legislation

Google helps make it complicated to gather facts in line with the Common Knowledge Defense Regulation (GDPR), which aims to restore control of individual data to end users and clients. The regulation requires you to get hold of express consent when processing personalized information. Failure to comply with this provision can consequence in hefty fines or even prosecution.

The the latest selection of the Austrian Details Security Authority (DSB), states that the use of Google Analytics constitutes a violation of GDPR. This usually means that companies engaged in accumulating, storing, and processing info about EU citizens have to adjust their policies and introduce significant technological changes to be GDPR-compliant.

There is no very clear guideline the place the details is related as a result of Google Analytics

A Google guidebook implies data is transferred to the closest Google Analytics server hub. Having said that, the information may possibly be stored in a geographic location that does not have enough privacy protection to the EU.

Freshly launched capabilities in GA4 partly handle this concern by allowing the very first aspect of data collection (and anonymization) on European servers. However, facts can, and most possible will, be despatched to the U.S.

 The potential of advertising needs users’ consent

Whether or not it be the details excellent, tool constraints, absence of privateness-friendly capabilities, or transparency in managing details, we imagine marketers will most likely consider switching platforms.

Piwik Professional excluds the privateness and compliance troubles linked with Google Analytics, enabling marketers to acquire details predictably and sustainably. The consumer interface and attribute sets are similar to Universal Analytics, so entrepreneurs and analysts really feel at household when switching to our system.

If you would like to understand additional about Google Analytics choices or get additional info on the Piwik Professional Analytics Suite, visit piwik.professional.

Even now undecided? Verify out our post on addressing the issues about switching to an alternative analytics solution and the analytic way of thinking you need to be using: Switching from Google Analytics—here’s what you need to have to know.


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