Digital marketing is constantly evolving, making it crucial, and at times challenging, to stay ahead of digital trends and technologies. One recent seismic change in the digital marketing industry is the release of Google’s newest version of its analytics platform, Google Analytics 4 (GA4).
Adoption of GA4 has taken place over the last year and a half as Google counts down to a July 1st deadline. However, here's the catch: while transitioning to GA4, what you may not realize is that you're losing essential features that you’ve come to rely on in Google’s Universal Analytics (UA), the previous generation of Google Analytics.
On July 1st, 2023, UA support will cease to exist, at which point Google will stop collecting data on UA. Nearly 30 million websites use Google Analytics, and this change impacts all of them.
How? Here at the top five features that marketers will lose that are integral to their digital marketing success when moving over to GA4.
Although GA4 offers more behavior-driven features, it is inevitable that users will face challenges without Universal Analytics. They will lose access to familiar and valuable features like demographic reports, goals and funnel visualization, remarketing, Enhanced eCommerce, and custom reports.
Google Analytics is still a powerful tool. However, there are gaps where digital marketers and decision-makers aren't getting the complete picture of the user journey and campaign performance. They don't need to replace Google Analytics, but instead augment it with alternative strategies or solutions to answer their unaddressed questions, such as: