Five years after its launch in October 2020 and more than a year since Universal Analytics fully shut down, Google Analytics 4 (GA4) remains a divisive platform within marketing. The transition from Universal Analytics (UA) to GA4 has been challenging for many marketing professionals due to the fundamental shift in data tracking and platform design.
The Migration Challenge
In March 2022, Google announced that Universal Analytics would stop processing data by July 2023, with a one-year extension for UA 360 properties ending July 2024. This tight timeline shocked many marketers, triggering a difficult migration process to GA4. Moving from UA’s session-based model to GA4’s event-based architecture changed how user behavior is measured, reflecting Google’s intent to future-proof analytics amid stricter privacy rules and cross-device tracking.
Expectations Versus Reality
GA4 promised enhanced user journey tracking, privacy compliance, advanced machine learning, and improved reporting. However, user experience has been a major pain point. Many marketers report that common tasks now require significantly more steps, hampering productivity. Filtering for data, which was simple in UA, has become cumbersome.
Data reliability issues have also persisted since GA4’s launch. Analyses show ongoing discrepancies in conversion tracking, traffic reporting, and integration with Google Ads, impacting campaign measurement and budget decisions. The shift from UA’s goal-based conversions to GA4’s event-based system has further complicated performance comparisons over time.
Recent Improvements
Google has made strides to address criticism. New features include AI-powered Generated Insights that highlight trends and suggest actions, and Anomaly Detection, which flags unusual data fluctuations automatically. Additionally, as of March 2025, GA4 supports copying reports and explorations between properties, easing workflows for agencies managing multiple clients.
Impact on Marketing Analytics Landscape
Today, over 15 million websites use GA4, establishing it as the leading web analytics platform despite not yet matching UA’s previous reach of 21 million sites. This transition has pushed many organizations to expand their analytics stacks, incorporating tools like Matomo for privacy-centric measurement or advanced attribution systems for enterprise needs.
With the decline of third-party cookies and stricter consent regulations, first-party data collection has become critical. Marketing teams are refocusing on strategic data gathering and customer relationship management to maintain analytics effectiveness.
Recommendations for Marketers
- Invest in Training: Embrace GA4’s learning curve with focused education and hands-on practice.
- Prioritize Trends: Use GA4 to analyze trends and seasonality rather than exact numerical comparisons with UA data.
- Supplement Tools: Identify gaps in GA4 and fill them with specialized analytics platforms.
- Adopt Event-Based Logic: Align measurement strategies with GA4’s event-driven structure for clearer insights.
Looking Ahead
Privacy-driven features like enhanced conversions, consent mode V2, and offline conversion tracking are becoming essential, areas where GA4 is better equipped than its predecessor. Google’s ongoing updates reflect responsiveness to user feedback, though GA4 remains more complex than UA.
Conclusion
GA4 embodies both the opportunities and difficulties of modern marketing analytics. Its cross-platform tracking, compliance with privacy standards, and AI features offer advantages over Universal Analytics, but many teams face challenges mastering the platform. Success will depend on investing in proper implementation, supplementing GA4 where needed, and adapting to its event-based framework. Marketers must accept GA4 as a fundamentally different tool suited to today’s privacy-conscious and multi-device environment. Moving forward, GA4 is the leading free gateway to the future of marketing analytics.