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The no cost version of Google Analytics, Common Analytics, is the most extensively utilized world-wide-web analytics option. The platform is so well-known that it dominates 86% industry share, creating Google the sector leader. But even although numerous take into consideration Google Analytics the typical, there are good reasons to question if it is the great option for your promoting setup—especially due to the fact Google introduced the sunset of Common Analytics.

On July 1, 2023, Universal Analytics attributes will end processing new hits, forcing people to switch to its successor, Google Analytics 4. When this may perhaps feel like a natural progression, marketers ought to not be fooled.

The discovering curve will be steep—Google Analytics 4 is nearly an entirely new platform and however establishing. On top rated of that, Google Analytics threats shedding the users’ trust due to grey areas about the likes of privateness and details possession.


With a privateness-focused upcoming ahead, now is the time to request alternate options that better stability details selection with compliance. With a proper analytics platform, entrepreneurs make your data collection as it must be: predictable and sustainable. Immediately after all, entrepreneurs and analysts want to process person-degree info whilst developing believe in with their visitors.

In this short article, we will dive into the concerns with Google Analytics 4 from a person point of view and from a privateness and compliance standpoint, so you can make an educated decision right before switching platforms.

Consumer viewpoint: Google Analytics 4 is a phase in the incorrect direction

 Google Analytics 4 introduces an altered reporting and measurement technology that is neither effectively comprehended nor commonly acknowledged by the marketing group.

From a person knowledge standpoint, numerous uncover GA4 tough to navigate. But past that, there are a host of difficulties with the element sets. Enable us dig further into individuals limitations: 

There is no simple way to migrate your knowledge

 Migration is a elaborate method and really should be prepared meticulously. Regretably, Google Analytics 4 does not make it any simpler. With no facts or tag migration, all historical knowledge from Universal Analytics will not be transferred to the new system.

The challenge only grows with the organization’s size—you can have hundreds of tags to move. So, if marketers must start out amassing data from scratch, they might as nicely swap to a new analytic software program.

Not-so-intuitive consumer interface

The most notable obstacle marketers and analysts will probably come across with Google Analytics 4 is the unfamiliarity with the new interface.

A new dashboard has a number of immediately obvious discrepancies from what entrepreneurs are made use of to working. Hit forms are critical to how Common Analytic attributes cope with all stats. Hit styles involve web site hits, event hits, eCommerce hits, and social interaction hits.

GA4 doesn’t have any strategy of a hit kind like Common Analytics takes advantage of. Every thing in Google Analytics 4 is classified as an “event.” This is a massive distinction.

In get for marketers to have results on the new platform, they will have to adapt speedily to manage the similar momentum they had with this earlier platform.

Limits on customized proportions

A personalized dimension is an attribute that entrepreneurs can configure in their analytics software to dive further into their facts. It provides the solution to pivot or phase this details to isolate a unique viewers or website traffic for deeper analysis.

GA4 in fact allows for custom made proportions to phase studies, but there is a rigid restrict. You can only have up to 25 user-scoped custom proportions and up to 50 function-scoped custom proportions for every home.

Deficiency of custom channel grouping

Channel groupings are rule-based groupings of marketing channels. When tailored, these groupings allow marketers to keep track of the performance of people channels successfully.

Unlike Common Analytics, GA4 does not enable you to develop custom made channel groupings in the new interface. As an alternative, marketers will only be capable to use their default channel groupings.

Motivations at the rear of the small deadline

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

  1. Google might have been unhappy with the speed of adoption for Google Analytics 4 and decided to act decisively.
  2. Google circumventing some of the authorized heat that Common Analytics is dealing with in the EU.
  3. Google wanting to lower expenditures and rid by itself of complex financial debt linked with thousands of websites with legacy alternatives mounted. Since GA4 is built to assist Google’s advertising and marketing network, it ensures extra income than the competitors.

Now there is a concrete deadline to make the switch, entrepreneurs will need to have to make your mind up whether or not they want to start altering to Google Analytics 4 or commence afresh with a new system.

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

If a firm operates in a number of international locations, advertising and marketing teams will need to be mindful of the quite a few challenges resulting from the obligations of equally neighborhood data privacy legal guidelines and international regulations.

Details protection laws continuously altering and tight safety restrictions only complicate factors even further. Looking at the tea leaves, we believe that GA4 will not previous prolonged in Europe. Here’s why:

Google Analytics violates European law

Google would make it tricky to accumulate knowledge in line with the Common Knowledge Protection Regulation (GDPR), which aims to restore command of private facts to customers and customers. The regulation requires you to obtain specific consent when processing private facts. Failure to comply with this provision can result in significant fines or even prosecution.

The current final decision of the Austrian Details Security Authority (DSB), states that the use of Google Analytics constitutes a violation of GDPR. This suggests that companies engaged in accumulating, storing, and processing data about EU citizens have to change their procedures and introduce major technological changes to be GDPR-compliant.

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

A Google guidebook indicates details is transferred to the closest Google Analytics server hub. Even so, the knowledge may be saved in a geographic site that does not have enough privateness safety to the EU.

Newly launched functions in GA4 partly handle this issue by letting the 1st aspect of data collection (and anonymization) on European servers. Nonetheless, information can, and most probably will, be despatched to the U.S.

 The upcoming of promoting necessitates users’ consent

Whether or not it be the details excellent, device limitations, deficiency of privacy-welcoming features, or transparency in dealing with data, we think entrepreneurs will likely consider switching platforms.

Piwik Professional excluds the privacy and compliance difficulties associated with Google Analytics, permitting entrepreneurs to obtain data predictably and sustainably. The user interface and element sets are similar to Common Analytics, so marketers and analysts really feel at dwelling when switching to our platform.

If you would like to understand far more about Google Analytics possibilities or get extra facts on the Piwik Pro Analytics Suite, take a look at piwik.professional.

However undecided? Test out our post on addressing the fears about switching to an alternate analytics remedy and the analytic mentality you should be using: Switching from Google Analytics—here’s what you require to know.




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