GA4: The Underwhelming Transition – Why Are We Settling for Less?

The shift from Universal Analytics to Google Analytics 4 (GA4) was touted as a leap forward in data analytics. However, over a year into its implementation, many users find themselves grappling with underwhelming features, data inconsistencies, and a lack of transparency. So, why isn't there more frustration and outrage?

User Frustrations: A Year of Discontent

Since its launch, GA4 has been met with widespread criticism. Users have reported several issues:

• Data Underreporting: GA4 has been found to underreport user metrics. For instance, some users have observed discrepancies between actual site traffic and what GA4 reports, with some sites showing 6,000 unique visitors in server logs but only 2,000 in GA4 Reddit.

• Time-on-Page Discrepancies: Comparisons between GA4 and alternative analytics platforms like Plausible have shown that GA4 underreports average engagement time by up to 80%, leading to potential misinterpretations of user engagement Plausible Analytics.

• User Interface Challenges: Many users find GA4's interface unintuitive and cumbersome. A Reddit user commented, "As a marketing manager, the GA4 UI is terribly un-user-friendly. I rarely use it at all" Reddit.

  
  

The Privacy Dilemma: Compliance vs. Clarity

GA4's emphasis on user privacy, while commendable, has led to significant data gaps:

• Consent Mode Limitations: GA4's Consent Mode v2, introduced in 2025, adjusts data collection based on user consent preferences. While this ensures compliance with privacy regulations, it can result in incomplete data, especially if users deny consent tatvic.com.

• Anonymisation of IP Addresses: GA4 automatically anonymises user IP addresses, which, while protecting user privacy, can lead to less precise geolocation data tatvic.com.

  
  

Organisational Responses: Adapting to the New Normal

In response to these challenges, organisations are adopting various strategies:

• Supplementing with Alternative Analytics Tools: Some businesses are integrating platforms like Plausible or Matomo to cross-verify data and gain more accurate insights.

• Enhanced Training and Support: Companies are investing in training their teams to better understand GA4's functionalities and limitations.

• Feedback to Google: Users are voicing their concerns through forums and support channels, urging Google to address the platform's shortcomings.

  
  

Potential Fixes: Can AI Offer a Solution?

AI tools like ChatGPT have been explored for their potential to enhance GA4's capabilities:

• Data Interpretation: AI can assist in interpreting and contextualising the data provided by GA4, offering deeper insights.

• Automated Reporting: AI can automate the generation of reports, saving time and reducing human error.

• Predictive Analytics: AI can analyse trends and predict future user behaviours, aiding in more informed decision-making.

While these AI-driven solutions show promise, they are not a replacement for the need for GA4 to improve its core functionalities.

Looking Ahead: Will GA4 Improve?

Google has acknowledged the feedback and is working on updates to enhance GA4's performance:

• Improved Data Completeness: Google is rolling out updates aimed at boosting data completeness and flagging issues before they become problems Search Engine Land.

• Enhanced User Interface: Efforts are underway to make GA4's interface more user-friendly and intuitive.

• Expanded Integrations: Google is working on expanding GA4's integrations with other tools to provide a more comprehensive analytics solution

  
  

Conclusion: A Call for Action

The transition to GA4 has been less than seamless. While the platform offers advanced features, its current limitations cannot be overlooked. Organisations must continue to adapt, supplementing GA4 with alternative tools and leveraging AI where possible. However, it is crucial for Google to address the platform's shortcomings to ensure that GA4 becomes a truly effective analytics solution.