5 Google Analytics 4 ‘flaws’ that you can use to your advantage

Marketers have criticized Google Analytics 4 since it was released in late 2020. This also happened in 2012, when users were forced to change from the original Google Analytics (GA2) to Universal Analytics (GA3, AKA UA). The new customizable interface lets you make the GA4 interface truly your own. It entails a steep learning curve and time commitment that is beyond many Google Analytics users, especially those without their own data team. Despite critics’ claims of a reduction in customization, GA4 does offer greater levels of customization to the UI.