Is Google Analytics Doomed?

Many have struggled with setting up and tracking events, and issues like data sampling have raised concerns about accuracy. Does this all spell the end of Google’s dominance in the web analytics market? Many are questioning whether GA4 is the right tool for their analytics needs.

In this article we explore why so many are frustrated with GA4 and what alternatives are out there.

Google Universal Analytics reached end of life in October 2023. Since then, there has been a growing wall of frustration from many about GA4. Here are the 4 key reasons that many are frustrated with GA4.

GA4 is not just an update—it’s a fundamentally different system. Unlike Universal Analytics, which was session and pageview based, GA4 relies entirely on an event-based model. While this approach offers more flexibility, it also means businesses must rethink their entire tracking setup.

The familiar structure of Universal Analytics has been replaced with an entirely different way of organising and interpreting data. Reports that were once readily available now require extra configuration, and some features have either been removed or reworked in a way that makes them harder to use. This shift has left businesses struggling to extract the data and run the reports they previously relied on.

One of GA4’s biggest selling points is its event-based tracking system, which allows for more granular and customisable data collection. However, for businesses used to the simpler session- and pageview-based approach of Universal Analytics, this transition has been anything but seamless.

Configuring events correctly requires a deeper technical understanding, making it difficult for non-technical users to set up tracking effectively. Many users report that replicating the same insights they had in Universal Analytics now takes significantly more effort, requiring custom setups and additional training. Some essential reports are buried within GA4’s interface, while others require integration with Google BigQuery—something that wasn’t necessary with Universal Analytics.

Privacy regulations have tightened significantly over the past few years, with laws like GDPR in Europe placing strict controls on how user data is collected, stored, and transferred. GA4 was designed to be more privacy-centric than its predecessor, but it has still raised serious concerns. The primary issue lies in data transfers. Google stores analytics data on servers in the United States, which means European businesses using GA4 could potentially be violating GDPR regulations. This has led to several European data protection authorities—including those in France and Austria—declaring Google Analytics unlawful due to insufficient safeguards for personal data. As a result, some countries have either banned GA4 outright or imposed heavy restrictions on its use. For businesses operating internationally, these legal uncertainties pose a significant challenge. They must either navigate complex compliance requirements or seek alternative analytics solutions that align better with data privacy laws.

GA4 is still evolving, and many features that users relied on in Universal Analytics are either missing or not yet fully developed. Reporting, in particular, has been a major pain point.

Universal Analytics provided straightforward, customisable reports that allowed businesses to quickly access key insights. In contrast, GA4’s reporting system is less intuitive, requiring users to build reports manually. Some previously standard metrics, such as bounce rate, were initially removed before being reinstated due to user demand.

Additionally, integration with third-party tools is not as seamless as before. Many users have reported issues with connecting GA4 to platforms they previously used with Universal Analytics, adding another layer of frustration to the transition.

While GA4 is expected to improve over time, its current limitations and regulatory challenges mean many businesses are exploring alternative analytics solutions.

Here are 3 alternatives to GA4 that we often recommend

Matomo is a popular open-source analytics platform, often considered the best alternative to GA4 for businesses prioritising data privacy and control. It allows you to host the analytics platform on your own servers, giving you full ownership of the data. Matomo is highly customisable, GDPR-compliant, accurate as there is no data sampling, and offers eCommerce tracking and heatmaps. It is the more advanced of the 3 shown here.

Fathom is a privacy-focused, simple analytics platform that avoids using cookies or tracking personal data, making it compliant with GDPR. It is very easy to use, provides fast loading times and there is no data sampling. However, it is a simple tool and lack some more advanced features like detailed user tracking or complex event configurations. It is great alternative to the previous GA experience.

Plausible is lightweight, simple, and offers GDPR-compliant analytics. It doesn’t use cookies and focuses on delivering easy-to-understand reports without overwhelming you with data. Simple, fast, privacy-friendly, and affordable, but like Fathom there is a distinct lack of features for the more advanced users, but for light weight demands then this is another great match to the old GA experience.

At Element78, we help businesses navigate the complexities of GA4, ensuring they get the most out of analytics while also providing guidance on alternative solutions where needed. Whether you’re struggling with GA4’s learning curve or seeking a more privacy-compliant analytics tool, we’re here to help.

While GA4 is unlikely to disappear anytime soon, its adoption has been anything but smooth. The drastic changes, privacy concerns, and missing features have left many users questioning whether it’s the right tool for their business. Google may continue to refine GA4, but for now, businesses must carefully weigh their options and determine whether sticking with GA4 or switching to an alternative is the best choice for them.

Check out our article on the pros and cons of server side v client side analytics.

Both client-side and server-side analytics tracking have their pros and cons. By understanding these differences and aligning them with your goals, you can select the best approach for your website or application. Check our article on the Client-Side vs. Server-Side Website Analytics Tracking.