GA4 is a new system to learn. This guide will help you determine whether it is the best analytics option for you.

Google is officially discontinuing Universal Analytics (UA) on July 1, prompting the need to transition to Google Analytics 4 (GA4). However, is GA4 the right solution for you, despite its free availability?

In essence, GA4 differs significantly from UA, necessitating the acquisition of new tracking methods and familiarity with new interfaces. Even if you have been an experienced Google Analytics user, GA4 represents an entirely new system that demands your attention.

Now is the opportune time to ensure that this new analytics platform fits your requirements. To assist you in making an informed decision, here is a comprehensive guide.

GA4 Limitations Sharon Mostyn, CEO of Mostyn Marketing Group, suggests exploring alternative options based on budget constraints and specific tracking needs. Notably, Google explicitly states that GA4 is not HIPAA compliant, a factor of consideration, especially for healthcare clients.

Fundamentally different from Universal Analytics, GA4 utilizes event-based tracking, monitoring user interactions with your website or app as individual events. This contrasts with Universal Analytics, which tracked user sessions as a series of hits.

The event-based tracking model employed in GA4 offers several advantages, such as:

1. Expanded tracking capabilities for diverse user interactions.
2. More detailed data regarding user behaviour.
3. Reduced dependence on cookies, ensuring increased future compatibility.

Nonetheless, it is crucial to acknowledge the drawbacks associated with GA4, particularly regarding privacy concerns and data control.

Lack of Support Regarding GA4, Mostyn points out that the presence of Google Signals results in a thresholding effect, potentially leading to a black box scenario when seeking comprehensive data.

Another issue arises from the absence of dedicated support or onboarding for GA4. Implementing and customizing this platform can be laborious, especially for large businesses with intricate websites and extensive datasets.

Furthermore, businesses of all sizes should know that long-term data storage now incurs costs. While GA4 provides a free connection to Google’s data warehouse, BigQuery, fees may apply for accessing and processing data.

Key Considerations Here are several questions to contemplate when choosing a web analytics platform:

1. Business goals and objectives: What metrics are you aiming to track, such as sales, leads, or website traffic?
2. Features and functionalities: Does the platform offer the necessary features, including event tracking, integration with other tools, and advanced analytics?
3. Learning curve: How easy is it to learn? Will you need to invest significant time in courses or tutorials?
4. User-friendliness: Is the platform intuitive? Can you effortlessly track the required metrics and generate reports?
5. Cost: What is the pricing structure? Is there a free plan or trial version available? Are there any long-term maintenance costs?
6. Future-proofing: Is the platform adaptable to your evolving business needs?
7. Support: Is reliable support accessible? How quickly can you obtain assistance when encountering issues?
8. Data handling: How does the platform manage substantial data volumes? Is data export straightforward?
9. Stack integration: How well does the platform integrate with other marketing tools?

By considering these factors, you can select a web analytics platform that aligns with your specific needs and aids in achieving your business objectives.

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