The absolutely free variation of Google Analytics, Universal Analytics, is the most greatly used website analytics option. The platform is so well-liked that it dominates 86% market share, generating Google the current market leader. But even while a lot of look at Google Analytics the standard, there are causes to inquire if it is the excellent selection for your advertising setup—especially considering the fact that Google introduced the sunset of Common Analytics.
On July 1, 2023, Universal Analytics houses will end processing new hits, forcing customers to switch to its successor, Google Analytics 4. While this may possibly seem to be like a purely natural development, marketers must not be fooled.
The finding out curve will be steep—Google Analytics 4 is practically an solely new platform and nevertheless acquiring. On prime of that, Google Analytics challenges getting rid of the users’ have confidence in thanks to grey regions all-around the likes of privacy and facts ownership.
With a privateness-concentrated long term ahead, now is the time to seek out solutions that far better balance facts collection with compliance. With a good analytics system, marketers make your details selection as it should really be: predictable and sustainable. Following all, marketers and analysts want to procedure person-level details when setting up rely on with their visitors.
In this write-up, we will dive into the concerns with Google Analytics 4 from a consumer viewpoint and from a privacy and compliance standpoint, so you can make an informed decision just before switching platforms.
Consumer perspective: Google Analytics 4 is a move in the wrong path
Google Analytics 4 introduces an altered reporting and measurement technologies that is neither nicely understood nor greatly approved by the advertising and marketing group.
From a user expertise point of view, many come across GA4 challenging to navigate. But beyond that, there are a host of challenges with the function sets. Permit us dig further into individuals limits:
There is no basic way to migrate your information
Migration is a advanced course of action and ought to be prepared diligently. Regretably, Google Analytics 4 does not make it any much easier. With out facts or tag migration, all historical information from Common 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 go. So, if entrepreneurs need to commence gathering info from scratch, they may well as properly switch to a new analytic program.
Not-so-intuitive user interface
The most outstanding challenge marketers and analysts will most likely face with Google Analytics 4 is the unfamiliarity with the new interface.
A new dashboard has several right away clear variances from what entrepreneurs are made use of to operating. Hit types are vital to how Universal Analytic attributes cope with all stats. Strike sorts contain webpage hits, function hits, eCommerce hits, and social interaction hits.
GA4 doesn’t have any strategy of a strike variety like Universal Analytics utilizes. All the things in Google Analytics 4 is categorized as an “event.” This is a substantial distinction.
In purchase for marketers to have results on the new platform, they will have to adapt promptly to preserve the same momentum they had with this former platform.
Restrictions on personalized proportions
A custom made dimension is an attribute that entrepreneurs can configure in their analytics device to dive further into their info. It presents the alternative to pivot or section this details to isolate a specific audience or website traffic for deeper analysis.
GA4 without a doubt makes it possible for for customized dimensions to segment reviews, but there is a stringent restrict. You can only have up to 25 person-scoped custom proportions and up to 50 party-scoped custom dimensions for each property.
Lack of customized channel grouping
Channel groupings are rule-centered groupings of advertising channels. When personalized, these groupings allow for marketers to observe the functionality of those channels effectively.
Not like Universal Analytics, GA4 does not allow for you to build tailor made channel groupings in the new interface. As a substitute, entrepreneurs will only be ready to use their default channel groupings.
Motivations guiding the limited deadline
The deadline Google has still left the analytics community to act is startling. There are many speculations as to why this may possibly be, which includes:
- Google may well have been unhappy with the pace of adoption for Google Analytics 4 and made a decision to act decisively.
- Google circumventing some of the authorized heat that Common Analytics is facing in the EU.
- Google seeking to slice fees and rid by itself of specialized personal debt affiliated with 1000’s of internet sites with legacy answers installed. Since GA4 is built to aid Google’s promotion network, it assures extra earnings than the opposition.
Now there is a concrete deadline to make the change, entrepreneurs will require to decide no matter whether they want to get started modifying to Google Analytics 4 or start out afresh with a new platform.
Privateness and compliance: Google Analytics 4 has a extended way to go
If a business operates in various international locations, advertising and marketing groups will want to be conscious of the quite a few difficulties ensuing from the obligations of both local info privacy legislation and global laws.
Data safety laws continuously transforming and tight stability regulations only complicate points further. Looking through the tea leaves, we feel GA4 will not last extended in Europe. Here’s why:
Google Analytics violates European law
Google makes it complicated to accumulate data in line with the Basic Details Protection Regulation (GDPR), which aims to restore regulate of particular knowledge to buyers and prospects. The regulation involves you to get hold of explicit consent when processing personal knowledge. Failure to comply with this provision can consequence in significant fines or even prosecution.
The latest decision of the Austrian Information Security Authority (DSB), states that the use of Google Analytics constitutes a violation of GDPR. This signifies that businesses engaged in collecting, storing, and processing information about EU citizens have to adjust their insurance policies and introduce significant technological alterations to be GDPR-compliant.
There is no apparent guideline the place the data is linked by Google Analytics
A Google tutorial indicates data is transferred to the closest Google Analytics server hub. However, the information may possibly be saved in a geographic spot that does not have suitable privateness safety to the EU.
Newly introduced options in GA4 partially address this problem by allowing for the 1st element of information collection (and anonymization) on European servers. Having said that, data can, and most probably will, be despatched to the U.S.
The long term of marketing and advertising necessitates users’ consent
Regardless of whether it be the data good quality, resource constraints, lack of privacy-pleasant options, or transparency in handling facts, we feel marketers will most likely think about switching platforms.
Piwik Professional excluds the privacy and compliance challenges linked with Google Analytics, enabling entrepreneurs to accumulate info predictably and sustainably. The person interface and element sets are comparable to Universal Analytics, so entrepreneurs and analysts truly feel at household when switching to our platform.
However undecided? Examine out our post on addressing the fears about switching to an choice analytics answer and the analytic state of mind you need to be taking: Switching from Google Analytics—here’s what you need to know.