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Understanding Google Analytics 4: Pros and Cons for Your Website

Read Time: 8 minutes
A person is analyzing website data on a laptop using Google Analytics.

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In today’s competitive online environment, deeply understanding your website’s performance is crucial for success. Google Analytics 4 (GA4) is one of the most popular tools available to help you track and analyze user behavior on your website. In this comprehensive guide, we’ll explore the pros and cons of GA4 for your website, the benefits of using this powerful tool, and the potential drawbacks you should be aware of before implementing it.

Before we delve into the specifics of GA4, let’s quickly cover the basics of Google Analytics. Google Analytics is a free web analytics service offered by Google that allows you to track and report on your website traffic. It provides valuable insights that can help you optimize your website for search engines and users.

Now, let’s explore the pros and cons of Google Analytics 4.

Pros of Google Analytics 4

Enhanced User Tracking and Reporting

One of the main advantages of GA4 is its improved user tracking and reporting capabilities. With GA4, you can track users across devices and platforms, allowing for a more comprehensive understanding of your audience. This feature particularly benefits businesses with multiple touchpoints, such as mobile apps and websites.

AI-Powered Insights and Recommendations

GA4 utilizes artificial intelligence to provide insights and recommendations for your website. These AI-driven insights can help you identify trends, spot potential issues, and optimize your website based on data-driven suggestions. With GA4, you can stay ahead of the curve and make smarter decisions for your online presence.

Streamlined Interface and Customization

GA4’s user interface is more streamlined and intuitive than its predecessor, making it easier for users to navigate and understand their data. GA4 offers improved customization options, allowing you to tailor your analytics experience to your specific needs and preferences.

Enhanced Data Privacy and Compliance

As data privacy regulations continue to evolve, GA4 has been designed to help you maintain compliance with laws like the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA). GA4 offers enhanced privacy controls, allowing you to manage your users’ data better and comply with relevant regulations.

Future-Proof Your Analytics

As Google’s latest analytics platform, GA4 is expected to receive ongoing updates and improvements. By adopting GA4 now, you’ll be better positioned to take advantage of new features and enhancements as they become available.

Event-Driven Data Model

GA4 uses an event-driven data model, allowing more flexibility in tracking user interactions on your website. This approach enables you to track various events, such as clicks, form submissions, and scroll depth, providing a more comprehensive view of user behavior.

Improved Ecommerce Tracking

GA4 offers enhanced ecommerce tracking capabilities, making it easier for online retailers to track product impressions, clicks, and conversions. This feature lets you gain deeper insights into your customers’ shopping behavior and make data-driven decisions to optimize your online store’s performance.

Integration with Google Ads

GA4 seamlessly integrates with Google Ads, allowing you to understand your advertising campaigns’ effectiveness better. This integration enables you to track conversions, optimize bids, and create custom audiences based on your GA4 data, resulting in more effective and targeted advertising efforts.

Cons of Google Analytics 4

Steeper Learning Curve

While GA4’s interface is more streamlined and user-friendly than previous versions, it may still present a learning curve for those accustomed to Google Analytics Universal. The transition to GA4 can be challenging for some users, particularly those who have relied on Universal Analytics for an extended period.

Limited Historical Data

When migrating to GA4, you may lose access to some of your historical data. This can make comparing your website’s performance over time and identifying long-term trends more challenging.

Compatibility Issues with Third-Party Tools

Some third-party tools and plugins may not yet be compatible with GA4. This could cause compatibility issues and require additional effort to integrate your analytics platform with other tools you rely on.

Potential for Data Sampling

GA4 may use data sampling in certain situations, which could result in less accurate reporting for high-traffic websites. While this is not an issue for most users, it’s essential to be aware of this potential limitation.

Limited Customization for Smaller Websites

While GA4 offers improved customization options for larger websites, smaller sites may find some of these features useless. This could result in a less tailored analytics experience for smaller businesses and websites.

Limited Support for Custom Dimensions and Metrics

While GA4 offers improved customization options, it currently has limited support for custom dimensions and metrics compared to Universal Analytics. This limitation may make it more difficult for advanced users to fully customize their analytics experience and track specific data points unique to their websites.

Transition Challenges

As mentioned earlier, transitioning from Universal Analytics to GA4 can be challenging, particularly for users who have relied on Universal Analytics for an extended period. This transition may require additional time and resources to adapt to the new platform and its features.

Potential for Incomplete Data

As GA4 is still relatively new, some features may not be as fully developed or comprehensive as those Universal Analytics offers. This could result in incomplete or less accurate data for certain aspects of your website’s performance.

Alternative Analytics Platforms: Plausible and Fathom

While Google Analytics 4 offers many benefits, it’s important to consider alternative analytics platforms that may better suit your needs. Two popular alternatives to GA4 are Plausible and Fathom. Both platforms focus on providing privacy-friendly analytics, making them attractive options for businesses concerned about data privacy and compliance.


Plausible is an open-source web analytics tool prioritizes privacy, simplicity, and speed. Some key features of Plausible include:

  1. Privacy-focused: Plausible does not use cookies or collect personal data, making it compliant with GDPR, CCPA, and other data privacy regulations.
  2. Lightweight: Plausible’s tracking script is lightweight and fast-loading, resulting in minimal impact on your website’s performance.
  3. Easy-to-understand dashboard: Plausible’s user interface is clean and straightforward, making it easy to understand your website’s performance at a glance.
  4. Customizable date ranges: Plausible allows you to view your website’s performance data for custom date ranges, enabling you to analyze trends and changes over time.


Fathom is another privacy-focused web analytics platform that aims to provide simple, straightforward insights without compromising user privacy. Some key features of Fathom include:

  1. Privacy-centric: Fathom does not use cookies or track personal data, ensuring compliance with GDPR, CCPA, and other data privacy regulations.
  2. Real-time data: Fathom provides real-time analytics, allowing you to monitor your website’s performance and make timely decisions.
  3. Clear reporting: Fathom’s dashboard is designed to be easy to understand, with clear visualizations and minimal jargon.
  4. Customizable tracking: Fathom allows you to track custom events and goals and measure the success of specific actions and campaigns.

Both Plausible and Fathom are viable alternatives to Google Analytics 4, particularly for businesses prioritizing data privacy and simplicity. While these platforms may not offer the same level of advanced features and customization as GA4, they provide valuable insights into your website’s performance without compromising user privacy.


In conclusion, Google Analytics 4 is a powerful tool that offers numerous advantages for your website, including enhanced user tracking, AI-powered insights, and improved customization options. However, it’s essential to consider the potential drawbacks, such as the learning curve and compatibility issues with third-party tools, before implementing GA4 on your website.

Ultimately, the pros of GA4 outweigh the cons for most websites, making it a valuable resource for businesses looking to optimize their online presence. By understanding the pros and cons of GA4, you can decide whether it’s the right analytics platform for your needs.


  1. Is it necessary to switch to Google Analytics 4?

    As Google’s latest analytics platform, GA4 is expected to receive ongoing updates and improvements. By adopting GA4, you’ll be better positioned to take advantage of new features and enhancements as they become available.

  2. Can I use GA4 alongside Universal Analytics?

    Yes, you can use GA4 and Universal Analytics concurrently. This dual setup allows you to continue using the features you’re familiar with while exploring the benefits of GA4. However, remember that Google plans to phase out Universal Analytics eventually, so it’s wise to start familiarizing yourself with GA4.

  3. How do I set up Google Analytics 4 on my website?

    To set up GA4 on your website, you must create a new GA4 property in your Google Analytics account. Once you’ve created the property, you’ll receive a tracking code to add to your website’s code. If you’re using a content management system like WordPress, you can use a plugin to simplify adding the tracking code to your site.

  4. Will GA4 affect my website’s SEO?

    GA4 itself does not directly impact your website’s SEO. However, the insights and recommendations provided by GA4 can help you optimize your website for both search engines and users. By leveraging GA4’s data-driven insights, you can make informed decisions to improve your site’s performance and visibility.

  5. How can I improve my website’s performance using GA4?

    GA4 offers numerous features to help you optimize your website’s performance. Some of these features include:

    1. AI-powered insights and recommendations to help you identify trends and opportunities for improvement.
    2. Enhanced user tracking and reporting, allowing you to understand your audience’s behavior and preferences better.
    3. Customization options to tailor your analytics experience to your specific needs.


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