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

ByLaquita Margaret

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


The free of charge version of Google Analytics, Common Analytics, is the most widely applied world wide web analytics option. The system is so well known that it dominates 86% current market share, earning Google the market place leader. But even while many take into account Google Analytics the regular, there are explanations to check with if it is the perfect choice for your internet marketing setup—especially given that Google declared the sunset of Universal Analytics.

On July 1, 2023, Common Analytics homes will quit processing new hits, forcing consumers to swap to its successor, Google Analytics 4. When this may possibly seem to be like a purely natural development, entrepreneurs should really not be fooled.

The learning curve will be steep—Google Analytics 4 is practically an entirely new platform and nevertheless acquiring. On top rated of that, Google Analytics threats dropping the users’ have faith in because of to gray locations all over the likes of privacy and facts ownership.

With a privateness-targeted foreseeable future ahead, now is the time to search for solutions that much better balance info collection with compliance. With a proper analytics platform, marketers make your details selection as it really should be: predictable and sustainable. Following all, marketers and analysts want to procedure user-amount info even though creating have confidence in with their guests.

In this posting, we will dive into the difficulties with Google Analytics 4 from a consumer viewpoint and from a privacy and compliance standpoint, so you can make an informed conclusion just before switching platforms.

Person point of view: Google Analytics 4 is a action in the completely wrong path

 Google Analytics 4 introduces an altered reporting and measurement know-how that is neither well understood nor broadly acknowledged by the promoting neighborhood.

From a consumer knowledge standpoint, many discover GA4 hard to navigate. But outside of that, there are a host of worries with the attribute sets. Allow us dig further into people restrictions: 

There is no straightforward way to migrate your details

 Migration is a complicated approach and should be prepared cautiously. Regrettably, Google Analytics 4 does not make it any less difficult. Without having information or tag migration, all historic knowledge from Universal 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 go. So, if marketers have to begin collecting info from scratch, they could as effectively switch to a new analytic software package.

Not-so-intuitive consumer interface

The most distinguished problem marketers and analysts will probable come upon with Google Analytics 4 is the unfamiliarity with the new interface.

A new dashboard has many right away evident discrepancies from what marketers are made use of to operating. Strike sorts are important to how Common Analytic properties tackle all stats. Hit types consist of web page hits, function hits, eCommerce hits, and social interaction hits.

GA4 doesn’t have any concept of a strike sort like Universal Analytics works by using. Almost everything in Google Analytics 4 is categorized as an “event.” This is a massive variance.

In buy for marketers to have accomplishment on the new system, they will have to adapt quickly to maintain the very same momentum they experienced with this previous platform.

Limits on custom proportions

A personalized dimension is an attribute that marketers can configure in their analytics tool to dive deeper into their details. It presents the alternative to pivot or segment this information to isolate a precise audience or website traffic for further analysis.

GA4 without a doubt makes it possible for for custom made dimensions to phase reports, but there is a rigid limit. You can only have up to 25 person-scoped tailor made dimensions and up to 50 occasion-scoped personalized dimensions for every residence.

Absence of custom channel grouping

Channel groupings are rule-based groupings of promoting channels. When tailored, these groupings let entrepreneurs to keep track of the performance of individuals channels effectively.

In contrast to Universal Analytics, GA4 does not let you to generate custom made channel groupings in the new interface. In its place, entrepreneurs will only be in a position to use their default channel groupings.

Motivations guiding the brief deadline

 The deadline Google has still left the analytics neighborhood to act is startling. There are lots of speculations as to why this could possibly be, including:

  1. Google may possibly have been disappointed with the speed of adoption for Google Analytics 4 and resolved to act decisively.
  2. Google circumventing some of the lawful warmth that Universal Analytics is dealing with in the EU.
  3. Google seeking to minimize charges and rid alone of specialized credit card debt related with hundreds of web-sites with legacy alternatives put in. Given that GA4 is created to support Google’s promoting community, it assures extra profits than the competition.

Now there is a concrete deadline to make the switch, marketers will have to have to choose whether they want to start off changing to Google Analytics 4 or start off afresh with a new platform.

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

If a company operates in numerous nations around the world, advertising and marketing groups will want to be aware of the many worries resulting from the obligations of equally nearby knowledge privateness legal guidelines and global polices.

Facts defense legislation constantly transforming and tight stability rules only complicate factors even further. Examining the tea leaves, we feel GA4 will not last lengthy in Europe. Here’s why:

Google Analytics violates European regulation

Google helps make it complicated to obtain knowledge in line with the Standard Details Safety Regulation (GDPR), which aims to restore handle of individual details to consumers and buyers. The regulation needs you to receive specific consent when processing own data. Failure to comply with this provision can final result in significant fines or even prosecution.

The new determination of the Austrian Details Security Authority (DSB), states that the use of Google Analytics constitutes a violation of GDPR. This usually means that corporations engaged in gathering, storing, and processing knowledge about EU citizens have to modify their insurance policies and introduce significant technological changes to be GDPR-compliant.

There is no obvious guideline where the facts is connected as a result of Google Analytics

A Google tutorial indicates facts is transferred to the closest Google Analytics server hub. Even so, the knowledge might be stored in a geographic spot that does not have enough privacy security to the EU.

Recently introduced features in GA4 partially deal with this worry by making it possible for the 1st section of information selection (and anonymization) on European servers. Having said that, facts can, and most very likely will, be sent to the U.S.

 The long term of advertising and marketing involves users’ consent

Irrespective of whether it be the details high-quality, tool limitations, absence of privateness-welcoming attributes, or transparency in dealing with knowledge, we consider entrepreneurs will probable contemplate switching platforms.

Piwik Professional excluds the privacy and compliance concerns affiliated with Google Analytics, making it possible for entrepreneurs to accumulate knowledge predictably and sustainably. The person interface and attribute sets are identical to Common Analytics, so marketers and analysts sense at residence when switching to our platform.

If you would like to learn far more about Google Analytics solutions or get more details on the Piwik Professional Analytics Suite, stop by piwik.professional.

Even now undecided? Examine out our short article on addressing the fears about switching to an different analytics answer and the analytic mindset you must be getting: Switching from Google Analytics—here’s what you require to know.


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