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

ByKristen Amber

Jul 10, 2022 , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,


The free of charge variation of Google Analytics, Universal Analytics, is the most widely utilised internet analytics solution. The platform is so well-known that it dominates 86% current market share, creating Google the marketplace chief. But even however several contemplate Google Analytics the conventional, there are causes to inquire if it is the fantastic preference for your marketing setup—especially since Google announced the sunset of Universal Analytics.

On July 1, 2023, Common Analytics properties will stop processing new hits, forcing people to switch to its successor, Google Analytics 4. When this may perhaps feel like a pure development, entrepreneurs really should not be fooled.

The discovering curve will be steep—Google Analytics 4 is just about an totally new system and still building. On top of that, Google Analytics challenges shedding the users’ rely on due to grey places close to the likes of privateness and data possession.

With a privateness-concentrated long run forward, now is the time to request alternate options that better balance facts assortment with compliance. With a appropriate analytics platform, marketers make your details selection as it need to be: predictable and sustainable. Immediately after all, entrepreneurs and analysts want to system user-level information whilst making belief with their visitors.

In this short article, we will dive into the troubles with Google Analytics 4 from a person perspective and from a privacy and compliance standpoint, so you can make an educated final decision before switching platforms.

Consumer standpoint: Google Analytics 4 is a step in the erroneous path

 Google Analytics 4 introduces an altered reporting and measurement technological innovation that is neither nicely understood nor commonly approved by the advertising group.

From a consumer knowledge standpoint, a lot of obtain GA4 demanding to navigate. But past that, there are a host of troubles with the feature sets. Let us dig further into individuals limits: 

There is no basic way to migrate your knowledge

 Migration is a intricate system and should be prepared cautiously. However, Google Analytics 4 does not make it any less complicated. With out facts or tag migration, all historic knowledge from Common Analytics will not be transferred to the new system.

The problem only grows with the organization’s size—you can have hundreds of tags to transfer. So, if marketers should start out accumulating information from scratch, they might as properly swap to a new analytic software.

Not-so-intuitive consumer interface

The most popular obstacle marketers and analysts will most likely encounter with Google Analytics 4 is the unfamiliarity with the new interface.

A new dashboard has a number of quickly obvious distinctions from what entrepreneurs are made use of to working. Hit styles are essential to how Common Analytic homes cope with all stats. Strike sorts consist of web site hits, occasion hits, eCommerce hits, and social conversation hits.

GA4 doesn’t have any idea of a strike sort like Universal Analytics works by using. Every little thing in Google Analytics 4 is categorized as an “event.” This is a enormous change.

In get for entrepreneurs to have achievement on the new system, they will have to adapt swiftly to retain the exact momentum they had with this preceding system.

Restrictions on custom made dimensions

A custom dimension is an attribute that marketers can configure in their analytics resource to dive deeper into their info. It presents the possibility to pivot or section this details to isolate a specific audience or targeted traffic for deeper assessment.

GA4 in truth permits for personalized proportions to section reports, but there is a rigid limit. You can only have up to 25 person-scoped custom made proportions and up to 50 event-scoped custom made proportions for each home.

Lack of custom made channel grouping

Channel groupings are rule-primarily based groupings of advertising and marketing channels. When custom-made, these groupings enable entrepreneurs to keep track of the functionality of individuals channels effectively.

Compared with Common Analytics, GA4 does not allow you to develop tailor made channel groupings in the new interface. Alternatively, marketers will only be equipped to use their default channel groupings.

Motivations guiding the limited deadline

 The deadline Google has remaining the analytics group to act is startling. There are a lot of speculations as to why this might be, together with:

  1. Google may well have been upset with the velocity of adoption for Google Analytics 4 and decided to act decisively.
  2. Google circumventing some of the legal heat that Universal Analytics is facing in the EU.
  3. Google seeking to lower expenditures and rid alone of specialized personal debt connected with thousands of sites with legacy answers mounted. Because GA4 is designed to support Google’s marketing network, it ensures far more revenue than the competitors.

Now there is a concrete deadline to make the swap, entrepreneurs will want to come to a decision whether or not they want to begin altering to Google Analytics 4 or start out afresh with a new system.

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

If a corporation operates in various nations, advertising and marketing teams will will need to be knowledgeable of the quite a few challenges resulting from the obligations of equally local data privateness regulations and worldwide rules.

Info defense laws frequently switching and restricted protection restrictions only complicate issues additional. Reading through the tea leaves, we consider GA4 will not final long in Europe. Here’s why:

Google Analytics violates European law

Google will make it tricky to accumulate data in line with the Basic Details Defense Regulation (GDPR), which aims to restore regulate of own facts to consumers and consumers. The regulation involves you to get hold of specific consent when processing private data. Failure to comply with this provision can end result in hefty fines or even prosecution.

The latest choice of the Austrian Knowledge Defense Authority (DSB), states that the use of Google Analytics constitutes a violation of GDPR. This usually means that companies engaged in collecting, storing, and processing details about EU citizens have to change their procedures and introduce severe technological adjustments to be GDPR-compliant.

There is no distinct guideline where by the information is connected via Google Analytics

A Google information indicates information is transferred to the closest Google Analytics server hub. Having said that, the info may be stored in a geographic site that does not have enough privateness protection to the EU.

Freshly launched capabilities in GA4 partly tackle this problem by permitting the first part of info collection (and anonymization) on European servers. On the other hand, information can, and most probable will, be sent to the U.S.

 The potential of marketing calls for users’ consent

Whether or not it be the information high quality, software limits, lack of privateness-helpful capabilities, or transparency in handling information, we consider entrepreneurs will possible take into consideration switching platforms.

Piwik Pro excluds the privateness and compliance problems associated with Google Analytics, enabling marketers to gather information predictably and sustainably. The consumer interface and element sets are similar to Universal Analytics, so entrepreneurs and analysts feel at house when switching to our system.

If you would like to learn much more about Google Analytics solutions or get extra info on the Piwik Pro Analytics Suite, take a look at piwik.professional.

Nevertheless undecided? Verify out our short article on addressing the worries about switching to an choice analytics resolution and the analytic way of thinking you ought to be having: Switching from Google Analytics—here’s what you require to know.


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