GA4 is looming as a 'Great Filter' - and many web teams won't make it to the other side
GA4 will be a 'Great Filter' for web.
It requires a level of expertise that many institutions simply don't have. Come July, they will crash and burn.
The best thing they can probably do is to switch to a much simpler analytics tool. Statcounter, Matomo et al - this could be your moment!
Anyway, let's be honest with ourselves.
Most institutions never used data from Google Analytics in a meaningful way anyhow. Beyond some (often misleading) page view stats, the vast power of GA Universal was never tapped.
So why bother with GA4? It's a huge and unnecessary operational burden.
Simpler will be better.
Yes, there will be denial, tears and gnashing-of-teeth but the writing has been on the wall a long time.
Without massive investment in skills and manpower, the expansive expectations of senior stakeholders just can't be met.
For many, the looming failure of GA4 is just a symptom of this.
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