It’s only a few days until Google turns off the free version of Universal Analytics (UA), currently used by more than 28 million websites. If you haven’t yet transitioned to its successor, Google Analytics 4 (GA4), on July 1 Google will automatically do it for you. While GA4 is a powerful tool with a great price point, it may not be the right choice for all businesses. To decide if it is the right fit for you, it is important to consider the features and functionalities, the learning curve, user-friendliness, cost, future-proofing, support, data handling and stack integration.
GA4 is a fundamentally different platform from Universal Analytics. It uses event-based tracking, which means that it tracks user interactions with your website or app as individual events. This is in contrast to Universal Analytics, which tracked user sessions as a series of hits. Event-based tracking allows for more granular data and is more future-proof, however there are privacy issues to consider and questions over control of data. Businesses of all sizes will need to factor in the cost of long-term data storage.
To decide if GA4 is the right choice for you, consider your business goals and objectives, the features and functionalities it has, the ease of use, the cost, how future-proof the platform is, the available support, the data handling capabilities and how easily it can be integrated with other tools. By properly assessing these factors, you can choose a web analytics platform that meets your specific needs and helps you achieve your business goals.
Originally reported by Martech: https://martech.org/how-to-decide-if-ga4-is-right-for-you/
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