Google Analytics 4 – is it really that bad?

The new Google Analytics 4 (GA4) platform has caused some major complaints about the new platform, but are they justified?

The new GA4 platform will replace the old Universal Analytics (UA) platform in July next year. You can read more about the announcement here.

What are the complaints?

The digital marketing community generally doesn’t like GA4 right now, with some of the main moans beings:

If it ain’t broke, don’t fix it

The first complaint from many digital marketers is that Universal Analytics is fine as it is, and we don’t need a new updated platform that doesn’t collect the same data.

However, Universal Analytics is now 10 years old, and it wasn’t built for the internet of today. Furthermore, the platform doesn’t meet the requirements with the latest privacy regulations, including the loss of cookies for tracking.

Useful features have gone

Others are unhappy that GA4 is missing several of their favourite features from Universal Analytics, but they should remember that Google is continually updating the platform with new features. For example, a recently released feature allows you to track landing pages, which can be quite easily set up in Google Analytics 4 but isn’t included out of the box.

User interface is rubbish

Some digital marketers have also been vocal about their dislike of the user interface, saying that finding the information you want has become harder in GA4. However, there are ways that you can personalise the GA4 platform to allow for easier access to the data you are looking for in the platform.

Like it or not, GA4 is coming and we will have to get used to it over the course of the next year. If you are unsure about how to grow your business online to increase sales and leads, get in touch with our team to discuss an effective digital marketing strategy for your business.

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Jonathon Roberts

Jonathon lives and breathes marketing, boasting a degree in Business Management and Marketing Management and a diverse list of experiences both professional and voluntary. Having grown up in the thick of the digital and social media age, he has been quick to dive into online marketing and search engine optimisation in his career and spare time, spanning such fields as academics, local business and sport.

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