The cost-free variation of Google Analytics, Universal Analytics, is the most commonly utilized world wide web analytics solution. The platform is so well known that it dominates 86% market share, creating Google the industry leader. But even though numerous contemplate Google Analytics the regular, there are reasons to request if it is the perfect option for your advertising setup—especially given that Google declared the sunset of Common Analytics.
On July 1, 2023, Universal Analytics homes will end processing new hits, forcing end users to change to its successor, Google Analytics 4. While this could seem like a all-natural progression, marketers really should not be fooled.
The studying curve will be steep—Google Analytics 4 is virtually an entirely new system and still establishing. On leading of that, Google Analytics challenges dropping the users’ trust due to grey locations all around the likes of privacy and data possession.
With a privacy-targeted future in advance, now is the time to find possibilities that much better stability information assortment with compliance. With a right analytics platform, marketers make your data collection as it really should be: predictable and sustainable. Immediately after all, entrepreneurs and analysts want to course of action person-amount details while developing have faith in with their website visitors.
In this posting, we will dive into the problems with Google Analytics 4 from a person standpoint and from a privateness and compliance standpoint, so you can make an knowledgeable choice prior to switching platforms.
User point of view: Google Analytics 4 is a step in the erroneous route
Google Analytics 4 introduces an altered reporting and measurement engineering that is neither effectively recognized nor extensively accepted by the internet marketing neighborhood.
From a person working experience point of view, quite a few locate GA4 tough to navigate. But outside of that, there are a host of issues with the aspect sets. Let us dig deeper into those people limitations:
There is no straightforward way to migrate your facts
Migration is a elaborate course of action and ought to be planned thoroughly. Sadly, Google Analytics 4 does not make it any less difficult. Without knowledge or tag migration, all historical knowledge from Common Analytics will not be transferred to the new platform.
The problem only grows with the organization’s size—you can have hundreds of tags to go. So, if entrepreneurs ought to get started collecting facts from scratch, they may possibly as very well change to a new analytic software program.
Not-so-intuitive consumer interface
The most popular challenge entrepreneurs and analysts will very likely encounter with Google Analytics 4 is the unfamiliarity with the new interface.
A new dashboard has many straight away clear variances from what marketers are utilized to operating. Strike types are critical to how Common Analytic qualities handle all stats. Hit varieties consist of web page hits, party hits, eCommerce hits, and social interaction hits.
GA4 doesn’t have any idea of a hit type like Common Analytics utilizes. Every thing in Google Analytics 4 is classified as an “event.” This is a big distinction.
In buy for marketers to have accomplishment on the new platform, they will have to adapt immediately to manage the identical momentum they had with this earlier system.
Restrictions on personalized proportions
A customized dimension is an attribute that marketers can configure in their analytics tool to dive deeper into their information. It provides the choice to pivot or section this facts to isolate a certain viewers or visitors for deeper evaluation.
GA4 in fact makes it possible for for personalized dimensions to phase reports, but there is a rigorous limit. You can only have up to 25 user-scoped customized dimensions and up to 50 party-scoped personalized dimensions per assets.
Lack of custom made channel grouping
Channel groupings are rule-based groupings of advertising channels. When personalized, these groupings allow entrepreneurs to monitor the efficiency of those people channels competently.
Not like Universal Analytics, GA4 does not let you to develop tailor made channel groupings in the new interface. Instead, entrepreneurs will only be in a position to use their default channel groupings.
Motivations behind the small deadline
The deadline Google has left the analytics local community to act is startling. There are lots of speculations as to why this may possibly be, which include:
- Google may possibly have been dissatisfied with the pace of adoption for Google Analytics 4 and determined to act decisively.
- Google circumventing some of the authorized warmth that Universal Analytics is dealing with in the EU.
- Google wanting to minimize fees and rid by itself of complex financial debt involved with countless numbers of internet websites with legacy answers put in. Since GA4 is designed to assist Google’s marketing network, it guarantees much more earnings than the competitiveness.
Now there is a concrete deadline to make the change, marketers will need to have to determine regardless of whether they want to start off adjusting to Google Analytics 4 or get started afresh with a new system.
Privateness and compliance: Google Analytics 4 has a very long way to go
If a company operates in many countries, advertising and marketing groups will need to have to be aware of the numerous worries resulting from the obligations of each local data privacy legislation and intercontinental laws.
Info protection laws regularly altering and tight safety rules only complicate issues more. Reading through the tea leaves, we think GA4 will not last very long in Europe. Here’s why:
Google Analytics violates European legislation
Google will make it complicated to accumulate info in line with the Standard Facts Defense Regulation (GDPR), which aims to restore management of private data to customers and consumers. The regulation requires you to obtain express consent when processing personalized knowledge. Failure to comply with this provision can result in significant fines or even prosecution.
The the latest conclusion of the Austrian Details Protection Authority (DSB), states that the use of Google Analytics constitutes a violation of GDPR. This indicates that corporations engaged in accumulating, storing, and processing knowledge about EU citizens have to modify their procedures and introduce serious technological improvements to be GDPR-compliant.
There is no crystal clear guideline the place the info is connected via Google Analytics
A Google guide implies details is transferred to the closest Google Analytics server hub. Having said that, the data may perhaps be stored in a geographic place that does not have satisfactory privacy safety to the EU.
Newly introduced options in GA4 partially deal with this problem by enabling the very first aspect of facts assortment (and anonymization) on European servers. Even so, facts can, and most very likely will, be sent to the U.S.
The potential of advertising involves users’ consent
Whether or not it be the details good quality, instrument constraints, lack of privacy-welcoming functions, or transparency in dealing with info, we consider entrepreneurs will probably contemplate switching platforms.
Piwik Pro excluds the privacy and compliance issues related with Google Analytics, allowing marketers to gather knowledge predictably and sustainably. The user interface and aspect sets are comparable to Universal Analytics, so entrepreneurs and analysts truly feel at residence when switching to our system.
Nonetheless undecided? Verify out our write-up on addressing the considerations about switching to an choice analytics option and the analytic frame of mind you ought to be having: Switching from Google Analytics—here’s what you will need to know.