On July 1, Universal Analytics will end, a significant change for web analytics. As a Web site owner or marketer, it is essential to understand what this means and how to transition to Google Analytics 4 (GA4). This article discusses the transition, the differences, and the pros and cons of GA4.
Your understanding of Google Analytics
Google Analytics provides comprehensive web analytics such as visitor numbers, traffic sources and user behavior. This data helps make decisions, improve marketing strategies and optimize the user experience on your website.
Universal Analytics
For years, Universal Analytics was the standard for Web site analytics. It works based on page events and cookies, with features such as reports on user interactions and conversions. However, it lacks support for cross-platform tracking, making it difficult to track user behavior across multiple devices.
Introduction to GA4
Google Analytics 4 (GA4), introduced in 2020, offers enhancements such as an event-driven model for greater flexibility and detailed tracking. It puts the focus on user analytics, which better suits modern needs.
Advantages of GA4
- User-centric data collection: Track individual users across multiple sessions and devices for a more complete picture of the customer journey.
- Enhanced reporting and analytics: New dashboards, AI-powered insights and advanced segmentations enable in-depth analysis.
- Cross-platform tracking: Analyze user behavior seamlessly across desktops, tablets and mobile devices.
Disadvantages of GA4
- Learning curve and migration: New concepts and terminology require an adjustment period and a new tracking process.
- Limited integrations: GA4 does not yet support all Universal Analytics plug-ins and integrations.
- Data processing delay: Data processing can take up to 48 hours, which slows real-time analysis.
GA4 Alternatives
If GA4 does not suit your needs, there are alternatives such as:
- Hotjar: Provides heatmaps and session recordings for behavioral analysis.
- Fathom Analytics: Privacy-focused with simple statistics.
- Piwik Pro: Self-hosted analytics with advanced options.
- Plausible Analytics: Open-source and privacy-friendly.
- Woopra: Real-time customer analytics.
- Adobe Analytics: Comprehensive platform for large organizations.
- Matomo Analytics: Open-source with full control over data.
- Clicky: Real-time web analytics with detailed reports.
Conclusion
GA4 offers advanced features such as user-centric data and cross-platform tracking, but requires a learning curve and has limited integrations. Consider alternatives if GA4 does not fit your needs. Be sure to plan ahead and engage a professional if necessary to ensure a smooth transition.
