GA4 has been around for a couple of years now, but adoption has been very slow. Universal Analytics (UA) is widely used, well understood, and combined with Google Tag Manager, a powerful website visitor measurement platform. It also has an intuitive user interface that makes it easy to understand the data being presented. The downside of UA is the technology it uses to collect data. It only works on websites (Google Analytics for Firebase is for mobile apps), it collects data in a way that isn’t as secure as the future will need it to be, and it’s based on tracking visits and not so much what people do while visiting. (A good example is the concept of a “bounce”, which occurs when someone lands on a website and exits from that page without doing anything that causes the server to send new data, such as going to another page. A bounce can occur immediately or after a person is timed out after 30 minutes of inactivity. But if a person is reading the page, is that really being inactive?) Ecommerce websites can take advantage of the enhanced tracking available in Universal Analytics so that a direct ROI can be measured from revenue data reported directly from your website shopping cart software as people make a purchase (as well as other sales data). Google Tag Manager makes it easy to track other events, such as submitting forms, watching videos, downloading files, or interacting with other site content, but UA at its core is still a session-based and not event-based analytics system that has trouble tracking people across devices. If GA4 works with both websites and mobile apps, is designed to track events, integrates artificial intelligence into new predictive tools, and is more secure with how it collects data, then why are people switching over to it so slowly? The primary reason would seem to be familiarity with the old, and that’s actually a big reason, but not for why you might think. It’s more than people just being happy with what they already have and being reluctant to go through the process of setting up a Google Analytics property again. To start, the user interface of GA4 looks vastly different and even looks somewhat incomplete. It’s almost like GA4 is going to end up being a conduit to Google Data Studio but on its own isn’t expected to show data in a useful way. The way data is displayed, the fonts and layout and design of the interface itself, and different metric and reports all add up to a new platform that looks not only unfamiliar, but unhelpful. Next, a lot of third-party data partners don’t work yet with GA4. This may be the biggest reason Google has announced that Universal Analytics won’t be an option after June of 2023, which is to get these other software providers to hurry up and be compatible with GA4. Lastly, training resources for GA4 are sparse. Google has provided no useful information about how to use GA4 and instead will just throw in examples of companies claiming to be be efficient because of GA4 into any “help” articles. Presumably Google will leave it up to others to create any training resources, which also won’t happen until is has to, and that time has arrived. Ultimately, Google Analytics 4 isn’t just an option for marketers and web/app developers, it will soon be the only option. If you haven’t yet set up a GA4 property, you should do so as soon as possible, or get help doing so before it’s too late.