4 limitations of GA4 ??

Get ready to say goodbye to UA very soon.

You only have until the 1st of July (eek!) to move to Google Analytics 4 (GA4) from Universal Analytics (UA) ?

A lot has changed and that means there are some new limitations that you need to be aware of.

1. Reliance on sampled data ??

Data sampling adds a lot of guesswork to your data. GA4 is increasing its reliance on sampled data and machine learning to fill data gaps.?

This move has been done to try and compensate for data changes since the removal of third-party cookies, but what you’re left with is a lack of knowledge about how accurate your data is.?

The shift from your real data does depend on your data size and data quality, but it isn’t clear exactly how this impacts your reports.?

2. Reports on users as a whole ??

?When you view reports in Google Analytics, you're seeing overall visitor data. For example, the number of visitors to your website, the pages they visit, and the time they spend on your website.

Google Analytics can't track any personally identifiable information on website users. You can't break down your web traffic by visitor level and track data such as names, email addresses, or phone numbers.

3. Removal of attribution models ???

Google have decided to sunset all of these models except for last-click and data-driven attribution.

Google says that the decision to sunset these models was made to keep up with the changing digital landscape.

They claim that rule-based attribution models are no longer accurate or flexible enough to track the complex buying journeys of today's consumers.

4. Data collection limits ???

The free version of Google Analytics 4 has data collection limits for event parameters and user properties that you need to be aware of:

• A limit of 50 custom metrics and custom dimensions per property.
• Calculated metrics and data retention are limited to up to 14 months.
• A limit of 30 conversions per property in GA.

All is not lost though...

GA4 limitations don't need to make or break your marketing measurement.

Find out a couple more limitations and how to reduce these limitations by clicking here ??

Any questions?

Get in touch.

Our team are always happy to help.