The absolutely free model of Google Analytics, Common Analytics, is the most widely used world-wide-web analytics resolution. The system is so common that it dominates 86% current market share, generating Google the current market chief. But even however lots of contemplate Google Analytics the common, there are good reasons to question if it is the best option for your advertising and marketing setup—especially given that Google declared the sunset of Universal Analytics.
On July 1, 2023, Universal Analytics homes will cease processing new hits, forcing customers to switch to its successor, Google Analytics 4. While this may perhaps appear to be like a purely natural development, entrepreneurs ought to not be fooled.
The studying curve will be steep—Google Analytics 4 is virtually an solely new system and nonetheless producing. On top rated of that, Google Analytics pitfalls getting rid of the users’ believe in because of to grey parts around the likes of privacy and facts possession.
With a privateness-concentrated long run ahead, now is the time to seek possibilities that superior equilibrium details assortment with compliance. With a appropriate analytics platform, marketers make your information assortment as it need to be: predictable and sustainable. Immediately after all, marketers and analysts want to system person-stage details although constructing have faith in with their guests.
In this posting, we will dive into the concerns with Google Analytics 4 from a user viewpoint and from a privateness and compliance standpoint, so you can make an knowledgeable determination just before switching platforms.
Person standpoint: Google Analytics 4 is a action in the completely wrong course
Google Analytics 4 introduces an altered reporting and measurement engineering that is neither very well recognized nor widely acknowledged by the marketing community.
From a person knowledge point of view, many uncover GA4 tough to navigate. But beyond that, there are a host of challenges with the characteristic sets. Enable us dig further into all those limits:
There is no uncomplicated way to migrate your information
Migration is a intricate approach and must be planned carefully. Sad to say, Google Analytics 4 does not make it any easier. With no details or tag migration, all historical info from Universal Analytics will not be transferred to the new system.
The challenge only grows with the organization’s size—you can have hundreds of tags to shift. So, if marketers have to begin collecting information from scratch, they could possibly as properly switch to a new analytic software program.
Not-so-intuitive person interface
The most notable problem entrepreneurs and analysts will likely experience with Google Analytics 4 is the unfamiliarity with the new interface.
A new dashboard has numerous right away apparent dissimilarities from what marketers are applied to functioning. Hit types are important to how Universal Analytic attributes tackle all stats. Hit sorts consist of web site hits, event hits, eCommerce hits, and social interaction hits.
GA4 doesn’t have any strategy of a strike variety like Universal Analytics uses. Every thing in Google Analytics 4 is classified as an “event.” This is a large change.
In purchase for marketers to have success on the new system, they will have to adapt promptly to retain the exact momentum they had with this former platform.
Boundaries on personalized proportions
A custom dimension is an attribute that entrepreneurs can configure in their analytics device to dive deeper into their information. It offers the option to pivot or section this details to isolate a precise audience or traffic for deeper examination.
GA4 without a doubt enables for tailor made dimensions to phase experiences, but there is a demanding limit. You can only have up to 25 person-scoped personalized proportions and up to 50 function-scoped custom made proportions for each property.
Absence of custom made channel grouping
Channel groupings are rule-primarily based groupings of internet marketing channels. When custom-made, these groupings permit entrepreneurs to track the functionality of those people channels proficiently.
As opposed to Universal Analytics, GA4 does not make it possible for you to make custom made channel groupings in the new interface. As a substitute, marketers will only be capable to use their default channel groupings.
Motivations powering the limited deadline
The deadline Google has left the analytics group to act is startling. There are lots of speculations as to why this might be, together with:
- Google may well have been unhappy with the velocity of adoption for Google Analytics 4 and resolved to act decisively.
- Google circumventing some of the lawful warmth that Common Analytics is going through in the EU.
- Google wanting to slice prices and rid alone of complex personal debt linked with thousands of internet sites with legacy remedies put in. Considering the fact that GA4 is built to assistance Google’s promoting community, it ensures more earnings than the opposition.
Now there is a concrete deadline to make the switch, entrepreneurs will want to make a decision irrespective of whether they want to get started altering to Google Analytics 4 or start afresh with a new platform.
Privacy and compliance: Google Analytics 4 has a prolonged way to go
If a corporation operates in multiple countries, promoting groups will want to be aware of the several challenges resulting from the obligations of each regional knowledge privateness regulations and intercontinental regulations.
Facts security laws continuously changing and tight security restrictions only complicate factors further more. Looking through the tea leaves, we believe that GA4 will not last extended in Europe. Here’s why:
Google Analytics violates European legislation
Google helps make it difficult to gather data in line with the Common Knowledge Safety Regulation (GDPR), which aims to restore manage of particular details to customers and clients. The regulation involves you to acquire explicit consent when processing individual details. Failure to comply with this provision can result in hefty fines or even prosecution.
The current determination of the Austrian Data Defense Authority (DSB), states that the use of Google Analytics constitutes a violation of GDPR. This suggests that companies engaged in gathering, storing, and processing facts about EU citizens have to modify their procedures and introduce significant technological adjustments to be GDPR-compliant.
There is no apparent guideline exactly where the info is linked through Google Analytics
A Google guidebook implies knowledge is transferred to the closest Google Analytics server hub. On the other hand, the information may perhaps be stored in a geographic locale that does not have satisfactory privacy security to the EU.
Recently released characteristics in GA4 partially tackle this worry by letting the initial component of info selection (and anonymization) on European servers. However, data can, and most probably will, be despatched to the U.S.
The future of marketing and advertising necessitates users’ consent
Whether or not it be the details high quality, device limitations, absence of privacy-pleasant capabilities, or transparency in dealing with data, we imagine entrepreneurs will most likely take into consideration switching platforms.
Piwik Professional excluds the privacy and compliance issues related with Google Analytics, permitting entrepreneurs to obtain knowledge predictably and sustainably. The person interface and element sets are similar to Universal Analytics, so entrepreneurs and analysts really feel at home when switching to our system.
Nevertheless undecided? Look at out our article on addressing the issues about switching to an different analytics solution and the analytic way of thinking you need to be having: Switching from Google Analytics—here’s what you have to have to know.