54% of Marketers Say They’re Still Learning How to Use Google Analytics 4

Google has been trying to up its analytics game for quite some time now because of the fact that this is the sort of thing that could potentially end up compensating for the deprecation of third party trackers and cookies. Google Analytics 4 is meant to upgrade the system, thereby making it easier for marketers to get the data that they need than might have been the case otherwise.

With all of that having been said and now out of the way, it is important to note that many marketers have been furious with the so called upgrade. Some have referred to it as the Windows Vista of Google Analytics, with particular criticism going towards its controversial new UI with all things having been considered and taken into account.

In spite of the fact that this is the case, well over 90% of marketers say that they have already installed GA4. 23.1% stated that they have already started using it on a regular basis, although 15.5% stated that it is set up but they have not started using it as of yet. Furthermore, 54.1% said that even though it has been set up for them, they are still learning the ropes.

4.6% have yet to set it up, but only 2.6% stated that they are never going to use it at all. It seems that despite all of the initial criticism, the vast majority of marketers are just trying their best to make do with whatever update Google has sent their way. Many called it an unfinished product, but this clearly shows that even poor quality services will end up being used as long as there is a high enough level of demand for it.

However, Google will very likely need to fix the issues that are arising. Failing to do so could lead to marketers eschewing it, and that will wreak havoc with Google’s business model. It might pave the way for competitors to come to the fore since Google is heavily relying on its monopoly to push what many consider to be an inferior service.

H/T: Martech

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