In just 48 hours we received around 400 responses to our Google Analytics 4 survey question.
With the standard version of Universal Analytics ending tomorrow (July 1), we asked you to:
How prepared are you (and/or your team) when it comes to switching to GA4 from Universal Analytics?
despite a lot of frustration:
Almost a quarter of respondents said they have fully implemented and are already using GA4. Just over half said they had implemented it but were still learning how to use it. Almost 16% have set it up but haven’t started using it.
The takeaway from these stats: More than 90% of our combined readership is on board the GA4 train, for better or for worse.
Only 2.6% of respondents said they did not plan to use GA4. 4.6% have not yet set it up.
Why we care At first glance, this seems like a vote of confidence in Google’s analytics strategy. After all, there are many alternatives to GA4. But it’s not that simple.
Rightly or wrongly, it is possible to adopt a tool even if you don’t really like it.
“An unfinished product rushed to market.”
“It’s not that the masses aren’t ready for GA4, it’s that GA4 isn’t ready for the masses. The UI is terrible.”
“Terrible UI, terrible reporting.”
Selected comments from survey respondents.
We might have to wait a while to see if people can make GA4 work for them, or if the frustrations with it start to make the alternatives seem more attractive.
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About the author
Kim Davis is the editorial director of MarTech Today. Born in London, but a New Yorker for over two decades, Kim began covering business software ten years ago. His expertise includes SaaS for the enterprise, urban planning based on digital data and SaaS applications, digital technology and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a website dedicated to marketing technology, which later became a channel for established direct marketing brand DMN. Kim joined DMN in 2016 as a senior editor, rising to executive editor, then editor-in-chief, a position he held until January 2020. Prior to working in technology journalism, Kim was an associate editor from a hyperlocal news story from the New York Times. site, The Local: East Village, and has previously worked as an editor for a scholarly publication and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog and has been an occasional guest contributor to Eater.
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