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When Google announced in March 2022 that Universal Analytics or UA will be replaced by Google Analytics 4 from July 1 2023, it created a significant impact in the digital marketing sector. GA4’s features include enhanced privacy control features, more powerful conversion tracking, additional funnelling functionality, etc. Switching to Google Analytics 4 is not easy as it requires proper planning, resource-intensive setup and training. 

Unfortunately, there have been several misconceptions about GA4 that have been in the online media for quite some time to the point it has become overwhelming and misleading. We would like to break down some of them so that you don’t get misled. Let’s get started.

Biggest Misconceptions About GA4
The Biggest Misconceptions About GA4

Top GA4 Misconceptions

So you’re ready to switch to GA4 and embrace the new technology, good. But with several misconceptions circulating in the online world, how to decide the right GA4 information to pay attention to, what to act on and what to ignore? Here are some of the major misconceptions floating in the digital web.

Thinking there is enough time to switch over

It is true that UA will stop collecting data from July 1 2023 and will be replaced by GA4. However, many businesses underestimate the complexity of setting up GA4 successfully. As GA4 offers more flexibility in collecting data, this adds another layer of difficulty. This takes a significant amount of extra planning, work on tagging and tracking and potentially takes a lot of time as well. Therefore, switching at the last moment won’t do any good.

Biggest Misconceptions About GA4
The Biggest Misconceptions About GA4

Historical knowledge about UA is enough to figure out GA4

Compared to UA, GA4 is a different data model. The data is stored in Google Cloud and it uses BigQuery as its data warehouse. Due to this, it requires an entirely different set of skills to get familiar with GA4 rather than just UA’s historical knowledge. Consulting the services of reputed firms with strong analytics backgrounds is recommended.

Better alternatives over GA4

When it comes to reporting side these alternatives will suffice. However, it is only suitable for certain kinds of firms. If the company just wants to generate simple reports like the ones similar to Universal Analytics, the alternatives will do fine however at a price. GA4 links very closely to Google. Therefore, if your business uses Google Ads, GA4 will become a core part of this through audience building for Google Ads.

Users can stick with both UA & GA4

Marketers can use UA & GA4 in parallel until July 1 2023. After which, UA will stop collecting data. Businesses can still access the processed data for at least 6 months. However, the UA data will be deleted eventually once Google announces a future date.

Biggest Misconceptions About GA4
The Biggest Misconceptions About GA4


Since the UA has been there for a long time, this has been used by the majority of marketers, advertisers, businesses etc. Also, the data process is familiar to them. But as we embrace GA4, this will open the door to several new opportunities. Even though there will be a learning curve and it may feel difficult to master but they are worth it in the long run.

If you are looking for GA4 Setup and Migration Services, Connect with GTECH.

Need more information? Check out more resources:

A Guide to UA to GA4 Migration Checklist – Plan, Steps & How to Save Google Analytics Historical Data?

What Will Happen to Universal Analytics Properties After July 1st?

Switch to GA4, or Google will make it for you

Google Analytics 4 (GA4) Problems Associated with Migration and How Google Addresses Them

What to Expect as GA4 Becomes Your Primary Measurement Platform?

Google Analytics 4 Vs Universal Analytics: What’s The Difference

Google Analytics 4: Where can you find the Demographic and Tech details reports

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