Google has long been a cornerstone in the digital marketing world, with Google Analytics serving as the go-to tool for businesses of all sizes to track and analyze their website data. However, the introduction of the GA4 Analytics platform has left many digital marketing professionals, myself included, questioning Google’s decisions. In this article, we’ll explore the reasons why Google’s rollout of GA4 could lead to a significant loss of market share and why integration with Looker Studio becomes necessary. We will also discuss the challenges faced by small businesses as they transition to GA4.

google ga4 rollout missteps


Google’s Missteps with GA4 Rollout

  1. Poor Communication and Transition Planning

One of the most glaring missteps in Google’s GA4 rollout was the lack of clear communication and a well-planned transition strategy. Google announced GA4 as the future of analytics but provided minimal guidance on how to migrate from Universal Analytics (UA) to GA4. For digital marketers who rely on accurate data for marketing spend, this uncertainty has caused a lot of frustration. For the average business owner, a custom setup of GA4 seems almost out of reach.

Furthermore, Google’s decision to sunset Universal Analytics (UA) without offering a seamless historical integration path has forced many businesses into a corner, potentially disrupting data collection and analysis. This lack of support during the transition phase reflects poorly on Google’s commitment to user satisfaction and experience.

  1. Inadequate Documentation and Training

A robust analytics platform should be accompanied by comprehensive documentation and training resources. Preferably step-by-step training videos for the beginning user. Unfortunately, Google fell short in this regard when introducing GA4. Many digital marketing professionals that I’ve heard from struggled to grasp the new interface, tracking implementation, and reporting features due to the lack of clear and user-friendly guides.

Looking to have the same custom event tracking that you had in UA? Yeah, apples to oranges. It’s not nearly as easy to set up. The time it takes, (admittedly something new always take longer), to set up these new custom event tracking has significantly increased the cost to business owners.

Google could have invested more in creating educational materials, webinars, and hands-on training sessions to empower marketers to leverage GA4 effectively. Instead, they left users to rely on community-driven content, which can vary in quality and accuracy. Many in desperation joined Facebook groups to pool knowledge and try to get answers from others who have had success. Unfortunately, the same questions keep getting asked over and over and those answering stop answering as a result, leaving those needing help feeling even more frustrated with the GA4 rollout missteps.


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  1. Compatibility Issues

Google’s failure to ensure backward compatibility with UA has been a significant oversight. This mistake has led to data gaps and a lack of continuity in analytics for many businesses that rely on historical data for trend analysis, reporting, and benchmarking.

These compatibility issues have not only hindered data analysis but have also increased the likelihood of inaccurate reporting and decision-making. In a field where data accuracy is paramount, such issues can be detrimental to businesses’ success.

  1. Limited Third-Party Integration

Google Analytics has always been praised for its ability to integrate seamlessly with various third-party tools and platforms. However, GA4’s limited compatibility with popular marketing tools and platforms is a significant drawback. Many digital marketing professionals depend on these integrations to streamline their workflow and make data-driven decisions.

Google’s failure to prioritize third-party integration with GA4 has made it less appealing to businesses that have invested heavily in marketing technology stacks. This limitation could push them to explore alternative analytics solutions that offer better integration options.

  1. GA4 Alternatives Dropped The Ball

What I found with GA4 alternatives is that most dropped the ball. The Google GA4 rollout missteps created a huge opportunity for other analytics tools to step in and take a big chunk of the market. I don’t feel like anybody did that. (I could be proven wrong here, it’s still early.)

I personally have tried the following GA4 alternatives, trying to find a good fit for my clients:

What I think users were looking for, was the ability to re-create the reports and easy to use tool that UA was. Each of the above analytics tools had their own take on “make a better analytics tool”. I get it, they wanted to improve upon the product. But I think many didn’t create a tool familiar enough to make migrating to their tool a no-brainer.

Some were fairly plug and play, but others required more complicated steps to make the tool even collect data. Maybe their tool would have worked better as a result, but the complication lost them a lot of potential clients. The code snippet from one even caused serious problems for a clients’ site and we couldn’t even finish the trial.

The other drawback was that many of the GA4 alternatives were not free. So they were asking for small businesses who have never paid for an analytics tool to start paying $50-$400 a month to see how many people visited their website. Maybe an overly simplistic view, but I believe it is true. (Many small businesses don’t adequately leverage their analytics to inform their marketing decisions beyond page visits.)

  1. The Necessity of Integration with Looker Studio

Amid the challenges presented by the GA4 rollout, the integration with Looker Studio has emerged as a necessary step for digital marketers. Looker Studio, specializing in data visualization and business intelligence, can complement GA4 Analytics in several ways:

Deeper Insights and Visualization

Looker Studio’s strength lies in creating interactive dashboards and reports that provide deeper insights into data. By integrating Looker Studio with GA4, marketers can enhance their data visualization capabilities, making it easier to communicate insights to stakeholders effectively.

Integration Potential

Looker Studio integrates with various data sources, including Google Analytics, making it a powerful tool for combining data from multiple platforms. This capability is invaluable when marketers need to analyze data from GA4 alongside data from other sources, such as customer relationship management (CRM) systems or e-commerce platforms.


Looker Studio allows users to customize their reporting to suit their specific needs. This flexibility can be a benefit for businesses that require highly tailored insights.

Data Accessibility

Looker Studio’s user-friendly interface enables non-technical team members to access and explore data, reducing the dependence on data analysts or IT professionals. This democratization of data can empower various teams within an organization to make data-driven decisions.

  1. Drawbacks of Looker Studio

While integrating Looker Studio with GA4 offers numerous benefits, it’s essential to acknowledge the potential drawbacks:

Steep Learning Curve

Looker Studio comes with a learning curve, and digital marketing professionals may need to invest significant time and effort in mastering the platform. This could divert their attention from other critical tasks.

Integration Complexity

Integrating Looker Studio with various data sources and platforms can be complex and time-consuming, potentially requiring additional technical expertise or resources.


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Impact of GA4 Rollout Missteps On Small Businesses

There is no question that the transition to GA4 for small business has been a challenge. Many small businesses relied on the old version because it was free and offered basic analytics capabilities. The shift to GA4 introduces several challenges for these businesses:

1. Increased Expenses: Small businesses operating on tight budgets may turn to paid tools in an effort to maintain their analytics capabilities.

2. Learning Curve: Smaller teams with limited resources may find it more challenging to adapt to the complexities of GA4 + Looker Studio and integrate it effectively into their workflows.

3. Potential Loss of Analytics: Some small businesses might opt not to transition to GA4, leaving them without an analytics tool. This could hinder their ability to make informed decisions and compete effectively in the digital marketplace.


Google’s rollout of GA4 Analytics has indeed been fraught with missteps, including poor communication, inadequate documentation, and compatibility issues- among other things. These issues have left many digital marketing professionals frustrated and searching for alternatives.

In response to the challenges presented by GA4, integration with Looker Studio has become a necessary ancillary tool for digital marketers. While Looker Studio offers several advantages, including deeper insights, better integration, customization options, and improved data accessibility, it also comes with its own set of challenges, such as a steep learning curve and integration considerations.

Small businesses, which heavily relied on the old version of Google Analytics due to its free access and simplicity, face increased expenses and potential data gaps as they transition to GA4 alternatives.

To succeed in this evolving analytics landscape, digital marketing professionals must carefully assess their needs, embrace Looker Studio as a complementary tool, and advocate for improved communication and support from Google. Ultimately, a collaborative effort between Google and its user base is essential to ensure a smooth transition and a thriving digital marketing ecosystem.

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