It was done in haste back in 2023. Most organizations waited until the last minute of June to make the switch from GA3—a robust, seasoned, full-featured, time-tested analytics tool—to the new flavor.

GA4 is… still not ready. As we approach the one-year anniversary of the cutover, users haven’t warmed up to this platform. It looks alien, compared to GA3. The stock reports are hard to use. Realtime measurement is useless. Event tracking is twice as hard as it should be. Meaningful reports have to be custom-built as ‘explorations’. And it only holds 14 months of data.

What are organizations doing? Many are starting to dabble with first-party analytics. After all, why give your data away to a third party that will exhaustively monetize it? First-party tracking may not be done in a day. But once it’s setup on your organization’s site, you can do a lot more with it (in addition to owning it). Interested? Let’s talk.