The totally free version of Google Analytics, Universal Analytics, is the most commonly used world wide web analytics solution. The system is so well-known that it dominates 86% industry share, generating Google the industry leader. But even although many take into account Google Analytics the standard, there are reasons to talk to if it is the fantastic selection for your advertising and marketing setup—especially given that Google declared the sunset of Common Analytics.
On July 1, 2023, Universal Analytics qualities will end processing new hits, forcing end users to change to its successor, Google Analytics 4. Even though this may well look like a natural development, entrepreneurs must not be fooled.
The studying curve will be steep—Google Analytics 4 is practically an completely new platform and still developing. On leading of that, Google Analytics threats dropping the users’ rely on due to gray parts about the likes of privacy and data ownership.
With a privacy-concentrated upcoming ahead, now is the time to seek solutions that better harmony info assortment with compliance. With a correct analytics system, entrepreneurs make your data selection as it must be: predictable and sustainable. After all, marketers and analysts want to process person-level knowledge even though setting up trust with their website visitors.
In this post, we will dive into the issues with Google Analytics 4 from a user point of view and from a privateness and compliance standpoint, so you can make an educated determination ahead of switching platforms.
User perspective: Google Analytics 4 is a step in the incorrect path
Google Analytics 4 introduces an altered reporting and measurement technological know-how that is neither very well understood nor extensively recognized by the marketing local community.
From a person expertise standpoint, many come across GA4 tough to navigate. But beyond that, there are a host of problems with the aspect sets. Let us dig further into those constraints:
There is no easy way to migrate your data
Migration is a complex process and should be prepared meticulously. Sad to say, Google Analytics 4 does not make it any less complicated. Devoid of info or tag migration, all historical 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 shift. So, if marketers must commence accumulating details from scratch, they may as nicely change to a new analytic software package.
Not-so-intuitive consumer interface
The most popular obstacle entrepreneurs and analysts will most likely come upon with Google Analytics 4 is the unfamiliarity with the new interface.
A new dashboard has quite a few right away apparent discrepancies from what marketers are utilized to functioning. Strike styles are critical to how Universal Analytic houses handle all stats. Hit styles consist of web page hits, occasion hits, eCommerce hits, and social interaction hits.
GA4 does not have any strategy of a strike variety like Universal Analytics takes advantage of. Every little thing in Google Analytics 4 is classified as an “event.” This is a massive variation.
In order for entrepreneurs to have achievements on the new platform, they will have to adapt immediately to retain the same momentum they experienced with this earlier platform.
Limits on customized dimensions
A personalized dimension is an attribute that entrepreneurs can configure in their analytics device to dive further into their info. It gives the option to pivot or segment this information to isolate a distinct audience or website traffic for deeper analysis.
GA4 certainly makes it possible for for customized proportions to segment experiences, but there is a stringent limit. You can only have up to 25 person-scoped custom made proportions and up to 50 occasion-scoped customized dimensions per residence.
Lack of custom made channel grouping
Channel groupings are rule-centered groupings of marketing and advertising channels. When custom-made, these groupings allow marketers to keep track of the functionality of those people channels proficiently.
Compared with Common Analytics, GA4 does not enable you to generate tailor made channel groupings in the new interface. As a substitute, marketers will only be able to use their default channel groupings.
Motivations driving the short deadline
The deadline Google has still left the analytics community to act is startling. There are quite a few speculations as to why this could possibly be, like:
- Google may well have been disappointed with the velocity of adoption for Google Analytics 4 and made the decision to act decisively.
- Google circumventing some of the lawful warmth that Common Analytics is experiencing in the EU.
- Google seeking to cut expenses and rid itself of specialized credit card debt involved with thousands of web-sites with legacy alternatives mounted. Considering that GA4 is made to assist Google’s marketing community, it assures more income than the competitors.
Now there is a concrete deadline to make the switch, entrepreneurs will want to come to a decision no matter if they want to commence changing to Google Analytics 4 or start off afresh with a new system.
Privateness and compliance: Google Analytics 4 has a long way to go
If a business operates in many nations around the world, advertising and marketing groups will will need to be knowledgeable of the numerous challenges ensuing from the obligations of both of those community info privateness legislation and intercontinental rules.
Info safety legislation frequently shifting and tight security polices only complicate issues further more. Reading the tea leaves, we feel GA4 will not past extended in Europe. Here’s why:
Google Analytics violates European legislation
Google helps make it tough to obtain knowledge in line with the Common Details Defense Regulation (GDPR), which aims to restore regulate of individual knowledge to customers and shoppers. The regulation requires you to attain explicit consent when processing individual information. Failure to comply with this provision can result in hefty fines or even prosecution.
The the latest final decision of the Austrian Knowledge Defense Authority (DSB), states that the use of Google Analytics constitutes a violation of GDPR. This suggests that businesses engaged in gathering, storing, and processing information about EU citizens have to modify their insurance policies and introduce critical technological changes to be GDPR-compliant.
There is no very clear guideline exactly where the info is related via Google Analytics
A Google guidebook indicates info is transferred to the closest Google Analytics server hub. Nonetheless, the facts may possibly be saved in a geographic place that does not have sufficient privacy security to the EU.
Newly launched capabilities in GA4 partially tackle this problem by enabling the initial part of knowledge selection (and anonymization) on European servers. Having said that, information can, and most very likely will, be despatched to the U.S.
The long term of advertising demands users’ consent
No matter whether it be the info high quality, instrument limits, absence of privacy-welcoming characteristics, or transparency in dealing with knowledge, we think marketers will most likely think about switching platforms.
Piwik Pro excluds the privacy and compliance concerns associated with Google Analytics, allowing for entrepreneurs to acquire info predictably and sustainably. The user interface and characteristic sets are equivalent to Common Analytics, so marketers and analysts experience at property when switching to our system.
Even now undecided? Check out out our short article on addressing the worries about switching to an substitute analytics option and the analytic attitude you need to be taking: Switching from Google Analytics—here’s what you want to know.