Jul 23
14
Marketers have criticized Google Analytics 4 since it was released in late 2020. The list of complaints is long – from the move from user tracking to event tracking, to the missing standard reports, and the replacement of bounce rate with engagement rate, to name just a few. GA4 is the predominant platform for measuring website performance and user behavior. (This is partly because it is free, and many competitors disappeared over the years as they couldn’t give away their software at no cost.) Although some will argue that GA4 falls short in many areas , I believe that many of these perceived flaws are, in fact, true improvements to the product. This article explores five main criticisms of GA4 and sheds light on how they actually contribute to its improvement.
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5 Google Analytics 4 ‘flaws’ that you can use to your advantage