Why People Still Dislike Google Analytics G4

Google Analytics 4 (GA4) was introduced as the successor to Universal Analytics, promising better data tracking, improved privacy compliance, and a more sophisticated approach to measuring user interactions. However, even in 2025, many users continue to express frustration with GA4. Despite its advancements, businesses, marketers, and developers face numerous challenges that make GA4 a less-than-ideal solution for many. Here’s why GA4 remains unpopular.

Steep Learning Curve and Poor User Experience

GA4 introduced a completely different interface compared to Universal Analytics, making it difficult for long-time users to adapt. Many marketers and business owners struggle with:

  • A confusing navigation structure that requires extensive learning.

  • Poor documentation and lack of intuitive reporting tools.

  • The removal of many standard reports that were easily accessible in Universal Analytics.

Limited Historical Data and Migration Issues

One of the biggest criticisms of GA4 is its handling of historical data. Users have encountered:

  • A forced migration that did not allow seamless import of past Universal Analytics data.

  • A lack of long-term data retention, making year-over-year comparisons difficult.

  • Businesses losing access to their old data, requiring workarounds or external data storage solutions.

Privacy and Data Accuracy Concerns

While GA4 was designed with privacy in mind to comply with GDPR and CCPA, it has also introduced new problems:

  • Heavily reliant on AI-based data modeling, which often leads to inaccurate or misleading insights.

  • Cookie-less tracking methods that are inconsistent and unreliable.

  • Businesses struggling to maintain data accuracy due to missing or estimated user interactions.

Missing or Overcomplicated Features

GA4 removed several features that users relied on in Universal Analytics, while overcomplicating others:

  • No direct equivalent of bounce rate, forcing users to rely on new metrics like “engaged sessions.”

  • Custom event tracking that requires extensive setup instead of straightforward goal tracking.

  • Reports that lack granularity, requiring users to build complex custom reports for basic insights.

Positive Aspects of GA4

Despite its criticisms, GA4 does bring several advantages that can benefit businesses willing to adapt:

  • Enhanced Cross-Device Tracking – GA4 provides improved tracking across multiple devices and platforms, offering a more unified view of user behavior.

  • Event-Driven Data Model – Unlike Universal Analytics, GA4’s event-based tracking allows for more granular insights into user interactions.

  • Better Integration with Google Ads – GA4 enables more precise audience targeting and conversion tracking for Google Ads campaigns.

  • Privacy-Focused Design – GA4 aligns with modern privacy regulations, making it a future-proof analytics solution as third-party cookies phase out.

  • AI-Powered Insights – Machine learning features in GA4 help identify trends and anomalies that may not be immediately visible with traditional analytics tools.

Alternatives Gaining Popularity

Due to frustrations with GA4, many businesses have started exploring alternative analytics solutions, such as:

  • Matomo – A privacy-focused alternative offering full data ownership.

  • Plausible – A lightweight, GDPR-compliant analytics platform with simple reports.

  • Fathom Analytics – An easy-to-use, privacy-first analytics tool.

  • Adobe Analytics – A premium solution for enterprises needing deeper insights.

Conclusion

While GA4 was meant to be a step forward, its complex user experience, data migration issues, and overreliance on AI-driven estimates have made it a challenging tool for many businesses. As alternatives continue to improve, more users may seek simpler, privacy-friendly solutions rather than adapting to Google’s forced changes. Whether GA4 can address these concerns in future updates remains to be seen, but for now, its unpopularity persists.

Further Reading

For those looking to learn more about Google Analytics and the ongoing debate around GA4, here are some valuable resources:

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