The free model of Google Analytics, Universal Analytics, is the most commonly utilised world-wide-web analytics option. The system is so well-liked that it dominates 86% marketplace share, producing Google the marketplace chief. But even while lots of contemplate Google Analytics the normal, there are reasons to request if it is the ideal selection for your advertising setup—especially since Google introduced the sunset of Common Analytics.
On July 1, 2023, Universal Analytics homes will prevent processing new hits, forcing people to change to its successor, Google Analytics 4. While this could seem to be like a normal progression, marketers really should not be fooled.
The mastering curve will be steep—Google Analytics 4 is virtually an completely new system and even now creating. On top of that, Google Analytics dangers losing the users’ believe in due to grey areas all over the likes of privacy and info possession.
With a privacy-targeted long run ahead, now is the time to find possibilities that superior balance information collection with compliance. With a good analytics system, marketers make your info selection as it should be: predictable and sustainable. After all, marketers and analysts want to approach person-amount info whilst developing belief with their people.
In this posting, we will dive into the problems with Google Analytics 4 from a consumer viewpoint and from a privateness and compliance standpoint, so you can make an educated final decision prior to switching platforms.
User point of view: Google Analytics 4 is a phase in the wrong direction
Google Analytics 4 introduces an altered reporting and measurement technology that is neither very well comprehended nor commonly accepted by the advertising and marketing neighborhood.
From a person expertise viewpoint, a lot of discover GA4 hard to navigate. But beyond that, there are a host of difficulties with the aspect sets. Permit us dig deeper into those people constraints:
There is no simple way to migrate your knowledge
Migration is a complex course of action and should really be planned thoroughly. Sadly, Google Analytics 4 does not make it any much easier. With out facts or tag migration, all historical info from Universal Analytics will not be transferred to the new platform.
The challenge only grows with the organization’s size—you can have hundreds of tags to go. So, if entrepreneurs have to begin collecting data from scratch, they could possibly as well change to a new analytic program.
Not-so-intuitive user interface
The most popular problem marketers and analysts will very likely come across with Google Analytics 4 is the unfamiliarity with the new interface.
A new dashboard has a number of right away evident discrepancies from what entrepreneurs are utilized to operating. Strike varieties are essential to how Universal Analytic properties tackle all stats. Strike styles consist of web page hits, event hits, eCommerce hits, and social interaction hits.
GA4 doesn’t have any principle of a strike variety like Universal Analytics works by using. Every thing in Google Analytics 4 is categorized as an “event.” This is a enormous big difference.
In buy for entrepreneurs to have achievements on the new platform, they will have to adapt promptly to sustain the same momentum they had with this preceding platform.
Boundaries on tailor made proportions
A custom made dimension is an attribute that marketers can configure in their analytics resource to dive further into their info. It presents the selection to pivot or phase this facts to isolate a precise audience or visitors for deeper assessment.
GA4 without a doubt allows for customized proportions to phase stories, but there is a strict limit. You can only have up to 25 user-scoped personalized proportions and up to 50 celebration-scoped personalized dimensions for each assets.
Deficiency of custom channel grouping
Channel groupings are rule-centered groupings of advertising and marketing channels. When custom-made, these groupings enable entrepreneurs to keep track of the performance of all those channels effectively.
Unlike Common Analytics, GA4 does not enable you to produce custom channel groupings in the new interface. As an alternative, entrepreneurs will only be capable to use their default channel groupings.
Motivations powering the quick deadline
The deadline Google has remaining the analytics local community to act is startling. There are numerous speculations as to why this could possibly be, like:
- Google may possibly have been unhappy with the speed of adoption for Google Analytics 4 and resolved to act decisively.
- Google circumventing some of the legal warmth that Common Analytics is going through in the EU.
- Google seeking to slice charges and rid itself of complex financial debt affiliated with thousands of internet sites with legacy methods set up. Considering the fact that GA4 is developed to guidance Google’s promotion network, it guarantees additional profits than the level of competition.
Now there is a concrete deadline to make the switch, marketers will will need to come to a decision whether they want to start out modifying 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 enterprise operates in several countries, promoting groups will want to be knowledgeable of the a lot of worries resulting from the obligations of the two local knowledge privacy regulations and worldwide rules.
Data defense legislation continually changing and tight security rules only complicate matters more. Examining the tea leaves, we imagine GA4 will not past lengthy in Europe. Here’s why:
Google Analytics violates European regulation
Google makes it hard to obtain details in line with the Normal Details Protection Regulation (GDPR), which aims to restore regulate of particular information to buyers and customers. The regulation necessitates you to attain express consent when processing own data. Failure to comply with this provision can end result in hefty fines or even prosecution.
The latest final decision of the Austrian Details Defense Authority (DSB), states that the use of Google Analytics constitutes a violation of GDPR. This usually means that corporations engaged in accumulating, storing, and processing facts about EU citizens have to adjust their policies and introduce serious technological alterations to be GDPR-compliant.
There is no apparent guideline in which the knowledge is linked via Google Analytics
A Google tutorial implies details is transferred to the closest Google Analytics server hub. Nevertheless, the info may possibly be saved in a geographic site that does not have adequate privateness safety to the EU.
Recently released attributes in GA4 partially handle this issue by allowing the 1st part of knowledge assortment (and anonymization) on European servers. Having said that, data can, and most most likely will, be despatched to the U.S.
The upcoming of marketing and advertising necessitates users’ consent
Irrespective of whether it be the details excellent, tool restrictions, lack of privateness-helpful characteristics, or transparency in handling info, we consider marketers will likely take into consideration switching platforms.
Piwik Pro excluds the privateness and compliance difficulties involved with Google Analytics, making it possible for entrepreneurs to acquire info predictably and sustainably. The consumer interface and function sets are identical to Common Analytics, so marketers and analysts really feel at dwelling when switching to our system.
Nonetheless undecided? Verify out our report on addressing the fears about switching to an alternate analytics alternative and the analytic mindset you should really be getting: Switching from Google Analytics—here’s what you have to have to know.