The free of charge version of Google Analytics, Common Analytics, is the most extensively used web analytics remedy. The system is so well-liked that it dominates 86% current market share, generating Google the market place leader. But even nevertheless quite a few take into account Google Analytics the standard, there are good reasons to inquire if it is the excellent choice for your internet marketing setup—especially because Google introduced the sunset of Common Analytics.
On July 1, 2023, Common Analytics houses will prevent processing new hits, forcing consumers to switch to its successor, Google Analytics 4. Even though this may appear like a all-natural development, entrepreneurs really should not be fooled.
The mastering curve will be steep—Google Analytics 4 is pretty much an solely new platform and continue to creating. On prime of that, Google Analytics threats losing the users’ trust due to gray areas all around the likes of privateness and facts possession.
With a privateness-centered foreseeable future forward, now is the time to look for solutions that much better equilibrium data selection with compliance. With a right analytics platform, entrepreneurs make your info collection as it need to be: predictable and sustainable. Following all, entrepreneurs and analysts want to system person-level data when developing have faith in with their guests.
In this post, we will dive into the problems with Google Analytics 4 from a user viewpoint and from a privateness and compliance standpoint, so you can make an informed choice ahead of switching platforms.
User standpoint: Google Analytics 4 is a phase in the completely wrong route
Google Analytics 4 introduces an altered reporting and measurement technologies that is neither well recognized nor broadly recognized by the advertising and marketing neighborhood.
From a person expertise viewpoint, many locate GA4 complicated to navigate. But over and above that, there are a host of problems with the element sets. Permit us dig deeper into people limits:
There is no basic way to migrate your information
Migration is a elaborate course of action and should really be planned thoroughly. However, Google Analytics 4 does not make it any less difficult. Without the need of data or tag migration, all historical info from Common Analytics will not be transferred to the new system.
The obstacle only grows with the organization’s size—you can have hundreds of tags to go. So, if entrepreneurs must start collecting facts from scratch, they might as properly swap to a new analytic software package.
Not-so-intuitive user interface
The most well known obstacle marketers and analysts will possible come upon with Google Analytics 4 is the unfamiliarity with the new interface.
A new dashboard has several quickly obvious differences from what entrepreneurs are employed to functioning. Strike styles are crucial to how Common Analytic qualities tackle all stats. Hit forms include web site hits, occasion hits, eCommerce hits, and social interaction hits.
GA4 doesn’t have any concept of a strike style like Common Analytics employs. Every thing in Google Analytics 4 is classified as an “event.” This is a substantial difference.
In buy for entrepreneurs to have success on the new system, they will have to adapt immediately to maintain the exact same momentum they experienced with this previous system.
Restrictions on custom dimensions
A tailor made dimension is an attribute that entrepreneurs can configure in their analytics instrument to dive deeper into their data. It provides the solution to pivot or phase this data to isolate a specific audience or targeted traffic for further evaluation.
GA4 without a doubt allows for custom proportions to section stories, but there is a rigid restrict. You can only have up to 25 consumer-scoped customized dimensions and up to 50 celebration-scoped tailor made proportions for each residence.
Absence of personalized channel grouping
Channel groupings are rule-dependent groupings of internet marketing channels. When customized, these groupings make it possible for marketers to track the general performance of people channels effectively.
In contrast to Common Analytics, GA4 does not make it possible for you to develop custom made channel groupings in the new interface. In its place, entrepreneurs will only be able to use their default channel groupings.
Motivations behind the short deadline
The deadline Google has still left the analytics group to act is startling. There are several speculations as to why this may possibly be, which include:
- Google may have been disappointed with the speed of adoption for Google Analytics 4 and determined to act decisively.
- Google circumventing some of the legal heat that Universal Analytics is facing in the EU.
- Google seeking to reduce fees and rid itself of complex financial debt affiliated with 1000’s of web-sites with legacy methods put in. Because GA4 is intended to guidance Google’s promotion community, it assures more earnings than the competitiveness.
Now there is a concrete deadline to make the change, entrepreneurs will have to have to determine regardless of whether they want to begin altering to Google Analytics 4 or start afresh with a new system.
Privateness and compliance: Google Analytics 4 has a lengthy way to go
If a firm operates in various nations, marketing and advertising teams will need to have to be knowledgeable of the many troubles ensuing from the obligations of each area information privateness legal guidelines and global rules.
Data security laws regularly switching and limited security regulations only complicate things additional. Looking at the tea leaves, we think GA4 will not final very long in Europe. Here’s why:
Google Analytics violates European legislation
Google makes it hard to acquire information in line with the General Data Safety Regulation (GDPR), which aims to restore command of personalized knowledge to buyers and shoppers. The regulation necessitates you to acquire explicit consent when processing private facts. Failure to comply with this provision can consequence in hefty fines or even prosecution.
The latest conclusion of the Austrian Knowledge Safety Authority (DSB), states that the use of Google Analytics constitutes a violation of GDPR. This suggests that organizations engaged in collecting, storing, and processing details about EU citizens have to alter their guidelines and introduce severe technological improvements to be GDPR-compliant.
There is no very clear guideline wherever the facts is connected by Google Analytics
A Google manual implies data is transferred to the closest Google Analytics server hub. Even so, the details may be saved in a geographic spot that does not have suitable privacy safety to the EU.
Freshly introduced characteristics in GA4 partly tackle this problem by making it possible for the initial part of data assortment (and anonymization) on European servers. Having said that, facts can, and most probably will, be sent to the U.S.
The long run of advertising and marketing requires users’ consent
Whether or not it be the info high quality, resource restrictions, lack of privateness-friendly attributes, or transparency in managing data, we believe that entrepreneurs will probably take into consideration switching platforms.
Piwik Pro excluds the privacy and compliance challenges related with Google Analytics, allowing marketers to accumulate information predictably and sustainably. The person interface and aspect sets are identical to Common Analytics, so marketers and analysts come to feel at house when switching to our platform.
However undecided? Verify out our write-up on addressing the worries about switching to an option analytics option and the analytic mindset you should really be having: Switching from Google Analytics—here’s what you require to know.