Marketers haven’t had the easiest time migrating from Universal Analytics to Google Analytics 4.
Some advertisers are so frustrated with the new tool that they’ve even held funerals for UA in the hopes that Google might get the message and make a sudden U-turn.
Search Engine Land recently conducted a survey to find out how the industry is coping and to give marketers a chance to make their voices heard, and the feedback was interesting to say the least.
Forced change is a moment of historic transition in digital marketing history, and we know it’s a big adjustment. But if you don’t laugh, you’ll cry. So with that in mind, we’ve put together a list of the funniest reactions we’ve received to Google’s forced GA4 switch. Enjoy!
short and sweet Some sellers were able to summarize their experiences with GA4 in a few words.
“Crazy! Crazy! Crazy! “Total cr*p!” “GA4 = LAME!” “One word (actually two words): BS!” “What a waste of our time.” The GA4 UI team should be fired
“Google should be ashamed!” Marketers certainly know how to articulate their frustrations. They also know how to deliver some pretty epic one liners. We are very happy not to answer calls to the GA4 customer service desk on Monday.
“Did they find the software in a Christmas cracker? Biggest pile of crap I’ve ever seen. Unusable for the scenario of a casual small business owner with a simple question about their stats. I can only conclude that Google deliberately wanted to obfuscate people’s access to their website data. If it doesn’t improve, consider removing it from many customers’ sites because it’s just a useless drag on speed stats.” “GA4 is potentially the worst product update ever from a pure usability perspective, and Google should be ashamed of its current state.” “Google trying to make frames for dummies doesn’t work on any level.” “Simply put, GA4 sucks. It’s a pain to *s use (NOT USABLE) takes a lot more time than the previous version doesn’t have the same visual impact as GA3, it’s garbage.
mind games What if Google secretly designed GA4 with a hidden agenda? to get marketers to stop using their own tools and go back to their competition? Makes sense. A little. Well, not really.
“This might be the least user-friendly product Google has ever produced. Almost like they don’t want people to use it.”
I’m out of here! A great solution if you’re not a fan of GA4; turn on your Out Of Office, go on holiday and wait for all this to happen. Of course, that probably won’t be the case. But definitely a great option in the short term.
“I have been dreading this date so much that I booked a trip out of town. lol My hope is that when I come back from vacation, Google will have changed its mind and Universal Analytics will still exist.”
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you can’t do me Alternatively, if you’re not in a position to take a vacation right now, close your eyes, pretend GA4 isn’t happening, and do nothing. What could go wrong?
“Our marketing department doesn’t have a clue how to follow complex instructions. And most of them are out of the office for the next two weeks. So IT pitched the project to our business information department , who quickly said, “We no longer have anything to do with Google Analytics. Talk to Marketing. Now it looks like the project is mine. I am a one-person department. I won’t do shit. This is my GA4-adjacent sob story.”
Why we care: We’re all in the same boat right now. After 11 years of relying so heavily on Universal Analytics, migrating to GA4 is a daunting task. But unfortunately we have no choice (unless you want to consider a GA4 alternative). So we might as well put our heads down and try to figure it all out. But that doesn’t mean we can’t laugh along the way.
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