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

The free model of Google Analytics, Common Analytics, is the most greatly made use of net analytics resolution. The system is so well known that it dominates 86% industry share, earning Google the market place leader. But even however several look at Google Analytics the conventional, there are causes to inquire if it is the perfect alternative for your advertising and marketing setup—especially because Google introduced the sunset of Universal Analytics.

On July 1, 2023, Universal Analytics properties will stop processing new hits, forcing consumers to change to its successor, Google Analytics 4. Even though this may appear like a purely natural progression, entrepreneurs should not be fooled.

The learning curve will be steep—Google Analytics 4 is practically an entirely new system and nevertheless establishing. On major of that, Google Analytics risks dropping the users’ rely on because of to gray regions all around the likes of privacy and data ownership.

With a privacy-focused long run in advance, now is the time to request alternatives that superior harmony info collection with compliance. With a suitable analytics system, entrepreneurs make your facts selection as it really should be: predictable and sustainable. Just after all, marketers and analysts want to procedure user-level information even though creating trust with their people.

In this post, we will dive into the concerns with Google Analytics 4 from a consumer perspective and from a privateness and compliance standpoint, so you can make an informed determination prior to switching platforms.

Person viewpoint: Google Analytics 4 is a step in the completely wrong direction

 Google Analytics 4 introduces an altered reporting and measurement technology that is neither well understood nor extensively accepted by the advertising local community.

From a consumer encounter point of view, a lot of find GA4 tough to navigate. But beyond that, there are a host of challenges with the characteristic sets. Enable us dig deeper into all those limits: 

There is no basic way to migrate your details

 Migration is a intricate system and must be planned thoroughly. Unfortunately, Google Analytics 4 does not make it any a lot easier. With no details or tag migration, all historic facts 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 go. So, if entrepreneurs will have to get started gathering details from scratch, they may well as effectively swap to a new analytic program.

Not-so-intuitive person interface

The most popular problem entrepreneurs and analysts will likely come upon with Google Analytics 4 is the unfamiliarity with the new interface.

A new dashboard has many instantly apparent dissimilarities from what marketers are made use of to running. Strike forms are essential to how Universal Analytic homes handle all stats. Hit kinds contain webpage hits, function hits, eCommerce hits, and social conversation hits.

GA4 does not have any notion of a hit kind like Universal Analytics works by using. All the things in Google Analytics 4 is categorized as an “event.” This is a large variance.

In get for marketers to have accomplishment on the new platform, they will have to adapt quickly to retain the very same momentum they had with this former system.

Limits on customized proportions

A personalized dimension is an attribute that entrepreneurs can configure in their analytics device to dive deeper into their knowledge. It gives the possibility to pivot or section this data to isolate a distinct audience or visitors for deeper assessment.

GA4 without a doubt allows for custom made proportions to segment reviews, but there is a rigorous restrict. You can only have up to 25 person-scoped custom dimensions and up to 50 celebration-scoped custom made proportions for every house.

Absence of tailor made channel grouping

Channel groupings are rule-dependent groupings of internet marketing channels. When tailored, these groupings allow for entrepreneurs to track the overall performance of individuals channels competently.

In contrast to Common Analytics, GA4 does not make it possible for you to generate tailor made channel groupings in the new interface. As a substitute, entrepreneurs will only be in a position to use their default channel groupings.

Motivations driving the limited deadline

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

1. Google may perhaps have been dissatisfied with the speed of adoption for Google Analytics 4 and determined to act decisively.
2. Google circumventing some of the authorized heat that Universal Analytics is experiencing in the EU.
3. Google wanting to minimize expenses and rid itself of complex credit card debt connected with countless numbers of internet sites with legacy answers mounted. Due to the fact GA4 is designed to guidance Google’s marketing network, it assures additional income than the levels of competition.

Now there is a concrete deadline to make the switch, entrepreneurs will have to have to decide no matter if they want to begin adjusting to Google Analytics 4 or start off afresh with a new system.

Privateness and compliance: Google Analytics 4 has a extensive way to go

If a business operates in multiple international locations, marketing and advertising groups will need to have to be aware of the quite a few issues ensuing from the obligations of equally nearby information privateness laws and international polices.

Information safety laws regularly altering and tight stability regulations only complicate items even further. Examining the tea leaves, we believe GA4 will not previous extended in Europe. Here’s why:

Google Analytics violates European legislation

Google makes it difficult to gather details in line with the Normal Facts Protection Regulation (GDPR), which aims to restore management of personalized data to end users and customers. The regulation necessitates you to obtain specific consent when processing own facts. Failure to comply with this provision can result in significant fines or even prosecution.

The the latest decision of the Austrian Data Security Authority (DSB), states that the use of Google Analytics constitutes a violation of GDPR. This indicates that corporations engaged in gathering, storing, and processing info about EU citizens have to regulate their procedures and introduce serious technological modifications to be GDPR-compliant.

There is no crystal clear guideline the place the data is related through Google Analytics

A Google guide indicates facts is transferred to the closest Google Analytics server hub. Even so, the information may possibly be saved in a geographic place that does not have adequate privateness safety to the EU.

Newly introduced characteristics in GA4 partially tackle this problem by allowing for the initial section of info selection (and anonymization) on European servers. Nevertheless, information can, and most most likely will, be despatched to the U.S.

 The upcoming of advertising involves users’ consent

No matter whether it be the info quality, tool limits, absence of privacy-welcoming features, or transparency in handling knowledge, we consider marketers will most likely take into account switching platforms.

Piwik Professional excluds the privateness and compliance issues associated with Google Analytics, making it possible for entrepreneurs to collect knowledge predictably and sustainably. The person interface and element sets are similar to Universal Analytics, so entrepreneurs and analysts really feel at residence when switching to our platform.

If you would like to find out far more about Google Analytics choices or get far more facts on the Piwik Professional Analytics Suite, visit piwik.pro.

Nonetheless undecided? Verify out our posting on addressing the problems about switching to an choice analytics option and the analytic mentality you need to be taking: Switching from Google Analytics—here’s what you require to know.