The no cost variation of Google Analytics, Common Analytics, is the most widely utilized world-wide-web analytics option. The platform is so well known that it dominates 86% current market share, making Google the sector leader. But even however many take into account Google Analytics the standard, there are reasons to check with if it is the best selection for your internet marketing setup—especially since Google introduced the sunset of Universal Analytics.
On July 1, 2023, Common Analytics homes will end processing new hits, forcing customers to change to its successor, Google Analytics 4. Whilst this may appear like a purely natural development, marketers really should not be fooled.
The finding out curve will be steep—Google Analytics 4 is nearly an completely new platform and continue to establishing. On top rated of that, Google Analytics dangers getting rid of the users’ trust due to gray parts all over the likes of privacy and knowledge ownership.
With a privateness-concentrated upcoming ahead, now is the time to search for alternate options that greater balance details collection with compliance. With a right analytics system, entrepreneurs make your info assortment as it must be: predictable and sustainable. Just after all, marketers and analysts want to approach consumer-level knowledge whilst building have confidence in with their website visitors.
In this posting, we will dive into the challenges with Google Analytics 4 from a person viewpoint and from a privateness and compliance standpoint, so you can make an educated decision in advance of switching platforms.
Person point of view: Google Analytics 4 is a action in the improper course
Google Analytics 4 introduces an altered reporting and measurement know-how that is neither nicely recognized nor extensively accepted by the advertising and marketing local community.
From a consumer working experience standpoint, several locate GA4 demanding to navigate. But further than that, there are a host of worries with the characteristic sets. Allow us dig further into people limitations:
There is no basic way to migrate your details
Migration is a complex approach and really should be planned very carefully. Regretably, Google Analytics 4 does not make it any simpler. With out knowledge or tag migration, all historical facts from Universal 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 marketers have to start collecting facts from scratch, they could possibly as effectively swap to a new analytic computer software.
Not-so-intuitive consumer interface
The most prominent problem marketers and analysts will most likely face with Google Analytics 4 is the unfamiliarity with the new interface.
A new dashboard has quite a few straight away apparent differences from what marketers are utilised to operating. Strike sorts are crucial to how Universal Analytic qualities tackle all stats. Hit sorts include web site hits, event hits, eCommerce hits, and social interaction hits.
GA4 does not have any strategy of a hit type like Universal Analytics employs. Every little thing in Google Analytics 4 is classified as an “event.” This is a large difference.
In order for entrepreneurs to have achievements on the new platform, they will have to adapt speedily to maintain the exact same momentum they had with this previous platform.
Limits on custom dimensions
A customized dimension is an attribute that marketers can configure in their analytics tool to dive further into their information. It gives the solution to pivot or phase this details to isolate a precise audience or site visitors for further assessment.
GA4 indeed enables for tailor made dimensions to segment reviews, but there is a demanding restrict. You can only have up to 25 person-scoped personalized proportions and up to 50 function-scoped tailor made dimensions for each assets.
Lack of custom made channel grouping
Channel groupings are rule-based groupings of marketing and advertising channels. When custom-made, these groupings allow marketers to monitor the general performance of all those channels competently.
Unlike Common Analytics, GA4 does not allow 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 shorter deadline
The deadline Google has remaining the analytics community to act is startling. There are numerous speculations as to why this may possibly be, like:
- Google might have been let down with the velocity of adoption for Google Analytics 4 and made a decision to act decisively.
- Google circumventing some of the legal heat that Common Analytics is dealing with in the EU.
- Google seeking to cut expenditures and rid by itself of technological credit card debt associated with thousands of websites with legacy solutions put in. Because GA4 is designed to help Google’s promoting network, it ensures extra income than the levels of competition.
Now there is a concrete deadline to make the change, marketers will require to come to a decision no matter whether they want to start out adjusting to Google Analytics 4 or begin afresh with a new system.
Privateness and compliance: Google Analytics 4 has a extensive way to go
If a business operates in numerous countries, marketing and advertising teams will need to be conscious of the various challenges resulting from the obligations of the two local data privateness laws and worldwide rules.
Info protection laws frequently transforming and restricted safety polices only complicate matters more. Studying the tea leaves, we feel GA4 will not previous lengthy in Europe. Here’s why:
Google Analytics violates European legislation
Google would make it hard to obtain knowledge in line with the Basic Knowledge Safety Regulation (GDPR), which aims to restore handle of private knowledge to customers and customers. The regulation requires you to acquire specific consent when processing particular data. Failure to comply with this provision can consequence in significant fines or even prosecution.
The the latest final decision of the Austrian Facts Defense Authority (DSB), states that the use of Google Analytics constitutes a violation of GDPR. This suggests that organizations engaged in collecting, storing, and processing data about EU citizens have to regulate their guidelines and introduce serious technological modifications to be GDPR-compliant.
There is no very clear guideline where by the knowledge is related through Google Analytics
A Google tutorial indicates details is transferred to the closest Google Analytics server hub. Nevertheless, the information might be saved in a geographic site that does not have satisfactory privateness security to the EU.
Newly released characteristics in GA4 partially tackle this issue by permitting the to start with component of data assortment (and anonymization) on European servers. Nonetheless, knowledge can, and most most likely will, be sent to the U.S.
The future of advertising and marketing calls for users’ consent
Regardless of whether it be the info excellent, software restrictions, absence of privacy-friendly functions, or transparency in managing information, we believe entrepreneurs will most likely take into account switching platforms.
Piwik Professional excluds the privacy and compliance problems associated with Google Analytics, making it possible for entrepreneurs to accumulate information predictably and sustainably. The person interface and aspect sets are identical to Common Analytics, so entrepreneurs and analysts experience at property when switching to our system.
However undecided? Check out our article on addressing the worries about switching to an alternative analytics resolution and the analytic frame of mind you really should be taking: Switching from Google Analytics—here’s what you need to have to know.