The totally free variation of Google Analytics, Universal Analytics, is the most commonly employed world wide web analytics solution. The system is so well known that it dominates 86% market place share, earning Google the current market chief. But even while lots of look at Google Analytics the conventional, there are explanations to check with if it is the ideal alternative for your marketing setup—especially considering the fact that Google announced the sunset of Universal Analytics.
On July 1, 2023, Common Analytics properties will quit processing new hits, forcing end users to swap to its successor, Google Analytics 4. Though this may perhaps look like a organic progression, entrepreneurs should really not be fooled.
The studying curve will be steep—Google Analytics 4 is almost an totally new platform and continue to producing. On best of that, Google Analytics hazards dropping the users’ rely on due to gray parts close to the likes of privateness and information possession.
With a privateness-centered foreseeable future in advance, now is the time to seek possibilities that improved stability knowledge assortment with compliance. With a correct analytics system, entrepreneurs make your info assortment as it really should be: predictable and sustainable. Just after all, entrepreneurs and analysts want to approach user-stage information whilst creating belief with their website visitors.
In this post, we will dive into the problems with Google Analytics 4 from a person standpoint and from a privacy and compliance standpoint, so you can make an informed conclusion in advance of switching platforms.
Person perspective: Google Analytics 4 is a move in the mistaken route
Google Analytics 4 introduces an altered reporting and measurement technological know-how that is neither properly comprehended nor greatly acknowledged by the promoting community.
From a person encounter point of view, lots of obtain GA4 difficult to navigate. But further than that, there are a host of challenges with the element sets. Let us dig further into these limits:
There is no straightforward way to migrate your data
Migration is a complicated system and should really be planned meticulously. Sadly, Google Analytics 4 does not make it any less complicated. Without the need of info or tag migration, all historic details 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 shift. So, if marketers should get started accumulating info from scratch, they may as nicely switch to a new analytic program.
Not-so-intuitive user interface
The most popular obstacle entrepreneurs and analysts will most likely face with Google Analytics 4 is the unfamiliarity with the new interface.
A new dashboard has several right away apparent distinctions from what entrepreneurs are utilised to working. Strike forms are important to how Universal Analytic qualities handle all stats. Hit varieties incorporate website page hits, event hits, eCommerce hits, and social interaction hits.
GA4 doesn’t have any notion of a strike style like Common Analytics takes advantage of. All the things in Google Analytics 4 is classified as an “event.” This is a massive difference.
In purchase for entrepreneurs to have accomplishment on the new platform, they will have to adapt promptly to keep the similar momentum they experienced with this earlier system.
Limitations on tailor made dimensions
A personalized dimension is an attribute that marketers can configure in their analytics instrument to dive deeper into their facts. It gives the possibility to pivot or phase this facts to isolate a precise audience or site visitors for deeper evaluation.
GA4 in truth permits for custom dimensions to segment studies, but there is a demanding limit. You can only have up to 25 user-scoped custom made dimensions and up to 50 occasion-scoped custom made dimensions for each home.
Deficiency of tailor made channel grouping
Channel groupings are rule-based mostly groupings of promoting channels. When custom-made, these groupings let marketers to monitor the efficiency of all those channels competently.
Not like Universal Analytics, GA4 does not allow you to develop personalized channel groupings in the new interface. Instead, marketers will only be capable to use their default channel groupings.
Motivations guiding the quick deadline
The deadline Google has still left the analytics neighborhood to act is startling. There are lots of speculations as to why this may well be, together with:
- Google may well have been let down with the pace of adoption for Google Analytics 4 and made a decision to act decisively.
- Google circumventing some of the authorized warmth that Common Analytics is experiencing in the EU.
- Google wanting to minimize charges and rid by itself of technical debt related with hundreds of web sites with legacy solutions put in. Given that GA4 is built to assist Google’s promotion community, it guarantees far more earnings than the opposition.
Now there is a concrete deadline to make the swap, entrepreneurs will require to make your mind up irrespective of whether they want to begin altering to Google Analytics 4 or begin afresh with a new platform.
Privateness and compliance: Google Analytics 4 has a extended way to go
If a business operates in various nations, advertising and marketing teams will need to have to be conscious of the several problems resulting from the obligations of both of those nearby information privacy regulations and global restrictions.
Info protection laws consistently altering and limited safety laws only complicate items further more. Examining the tea leaves, we imagine GA4 will not previous very long in Europe. Here’s why:
Google Analytics violates European legislation
Google helps make it hard to collect knowledge in line with the General Information Safety Regulation (GDPR), which aims to restore control of individual info to people and buyers. The regulation needs you to get hold of specific consent when processing personal details. Failure to comply with this provision can result in significant fines or even prosecution.
The new conclusion of the Austrian Details Protection Authority (DSB), states that the use of Google Analytics constitutes a violation of GDPR. This means that organizations engaged in accumulating, storing, and processing info about EU citizens have to adjust their guidelines and introduce significant technological alterations to be GDPR-compliant.
There is no very clear guideline the place the facts is connected by Google Analytics
A Google tutorial implies data is transferred to the closest Google Analytics server hub. Having said that, the facts may perhaps be saved in a geographic area that does not have enough privateness protection to the EU.
Freshly released functions in GA4 partially tackle this concern by making it possible for the first element of data collection (and anonymization) on European servers. On the other hand, details can, and most likely will, be despatched to the U.S.
The future of marketing calls for users’ consent
Whether or not it be the facts top quality, resource constraints, deficiency of privateness-helpful features, or transparency in managing facts, we believe that marketers will possible take into account switching platforms.
Piwik Professional excluds the privateness and compliance troubles linked with Google Analytics, enabling marketers to gather details predictably and sustainably. The consumer interface and aspect sets are comparable to Common Analytics, so entrepreneurs and analysts really feel at household when switching to our system.
Nevertheless undecided? Check out out our write-up on addressing the issues about switching to an different analytics remedy and the analytic mentality you ought to be getting: Switching from Google Analytics—here’s what you need to have to know.