Yesterday (July 1st, 2024), we officially bid farewell to Universal Analytics (UA). Though it ceased operations a year ago, it was only now that we finally parted ways with our old data. Reflecting on a year with Google Analytics 4 (GA4), it’s clear the transition hasn’t been entirely smooth. Here are a few challenges we’ve encountered:
1. Metrics Reimagined
One of the most noticeable changes is in how metrics are measured. For instance, bounce rates for some of our well-performing articles have inexplicably dropped from the mid-60s to the mid-30s. This discrepancy led us to discover that GA4 and UA define metrics differently to accommodate various use cases better. This redefinition can skew comparisons and create confusion.
2. Comparing GA4 and UA Data
A significant frustration is the inability to directly compare GA4 and UA data due to these differing metric definitions. This makes it challenging to analyze historical data alongside current performance accurately.
3. Usability Hurdles
Delving into an article’s individual performance has become cumbersome. Unlike UA, where table items were clickable for quick insights, GA4 requires a more tedious process of searching for specific pages and filtering out other results. This clunky workaround is far from ideal, and usability should be moving forward, not regressing.
4. Thresholded Data
Another puzzling issue is data thresholding. Google employs thresholding to obscure data deemed too low to protect user privacy. However, with over 100,000 sessions a month on some sites, it’s frustrating and seemingly unnecessary to have our browsing data obscured. This lack of transparency can hinder our understanding of user behavior and content performance.
Looking Ahead
Despite these challenges, the world of organic, SEO-focused content remains in flux for several reasons beyond just analytics. The rise of AI is already shifting paradigms, but that’s a topic for another day.
While GA4 brings new capabilities, it also presents unique challenges that require adjustment. At Spence Digital Agency, we’re committed to navigating these changes and continuing to optimise our strategies to deliver the best results for our clients.
