Universal Analytics to Google Analytics 4: Migration or Migraine?

For many digital marketers, migrating from Universal Analytics to Google Analytics 4 has proven to be a frustrating experience, and they are now hoping that, given the feedback, Google will make a U-turn in favor of the old regime. It is interesting to note the sarcasm in the public reactions post Google's switchover in favor of GA4. Here are a few posts full of wit and scorn.

"Did they find the software in a Christmas cracker?"

"Google trying to do tableau for dummies is not working on either level."

"This might be the least user-friendly product Google has ever produced. Almost like they don't want people to use it."

"A fantastic solution if you're not a fan of GA4; turn on your Out Of Office, go on vacation, and wait for all of this to blow over. Of course, it probably won't. But definitely a great short-term option."

"I have been dreading the arrival of this date so much that I booked a trip out of town. LOL. My hope is that by the time I return from vacation, Google will have changed their mind, and Universal Analytics will continue to exist."

Humor aside, publishers and marketers are having a torrid time dealing with the change. Sadly, they have been left with little choice, probably the only way out is to seek a GA4 alternative from the plethora of both proprietary and open-source tools available in the market, including Clarity from Microsoft, Piwik Pro, Clicky, Heap, Countly, GoSquared, Plausible, Fathom, Counter, Matomo, Woopra, Smartlook, Kissmetrics, PostHog, and Cabin Analytics."

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