Google Analytics 4: Still Awful After 2+ Years

Google Analytics 4 (GA4) was announced in October 2020 as the next measurement solution to replace Universal Analytics(UA). GA4 was designed to improve privacy standards and incorporate more AI and machine-learning.

Google announced that GA4 would replace UA in July 2023 and historical data would not transfer. Many SEOs hoped for improved reporting but now find it a downgrade.

Two years later, the transition to GA4 has been neither smooth nor well-received. The user interface is difficult, data is delayed, and features are buried. A 2023 survey found over 75% of SEOs are unhappy with GA4.