Google Analytics 4 is hated by users //

Google Analytics 4’s user interface (UI) is not a favorite among marketers.

Social media is flooded with complaints regarding the Universal Analytics replacer, but the main concern has been the UI.

Is the GA4 user interface as bad as people claim? To find out, we spoke with three digital marketing specialists.

“Usability is poor, but hold on!”

Janet Driscoll Miller is the president and CEO at Marketing Mojo. She doesn’t like GA4’s UI, but says “it’s not horrible”. She believes that the platform is so new, and it’s different from Universal Analytics. She told Search Engine Land that she didn’t believe Google had done a good job in designing the interface for usability.

• The layout and settings are not intuitive “For example, when creating an Explorations Report, you first have to import the dimensions and metrics that you want in the first column of settings, and then you can pull them into the second column for your data visualization. This is a different experience than UA, and it’s not always clear to novice users.
• Google should make some changes “I’m sure I speak for many Google Analytics power users when I say that they need to bring back the Annotations function.” It’s a simple feature that’s easy to program.
• Fix sharing Explorations reports “When you create and share an Explorations Report with others, a) you cannot limit who is specifically shared and b), those that are shared with it cannot change the date range of the report.” To change the date range of a shared report, the user has to make a new copy.

Miller suggested that if you are having trouble navigating the new UI to keep practicing.

She said, “The more familiar you get with GA4, the easier it becomes over time.” “Change can be hard, but it’s here to stay. Soon, it will be easier for us all. “Hang in there!”

“GA4 is lacking basic features, but we will get used to them”

John Erikson is an independent contractor and advisor who has grown increasingly frustrated by the GA4 user interface. Universal Analytics is more intuitive and easy to use, making simple tasks like creating reports much easier, said John Erikson.

Erikson explained:

• You cannot use regex to search: “You are only able to search for one phrase at a given time, which is extremely restrictive. Audiences were the only way to filter URL patterns. The only way to filter by URL patterns was to set up Audiences.
• URL structures can be changed without causing problems: “If the URL structure of the site is altered (which will happen in the future), then the audience becomes outdated and there is no way to go back.”
• Time-consuming errors: “If you make a mistake when creating an audience, you must discard it and create a brand new one.”
• Dimensions/Segments issues : “On selecting dimensions/segments in GA4, you cannot select/deselect segments from a list in Universal. Instead, you must open customization, add comparison, click on add filter, choose a dimension in a dropdown and then select a value for the dimension in another dropdown. Then you apply. You can only select one.” It is only a small difference in time, but when working with many different patterns, it can be frustrating to have to perform the same UI actions over and over again.
• Unwieldy design “The same dropdown structure was used to create/edit GA4 reports.” It is difficult to locate what you want in the long dropdown list. Once you have the names, you can search for them more quickly. However, it’s difficult to find your way through all of them at first. You can only choose one, so it’s hard to see multiple dimensions/values. It is a bit clumsy.”

Erkison is aware that the new platform will be around for a while and he’s confident he’ll adapt and get used to it.

He added: “It is frustrating to have a system you use for years replaced with a newer one that is harder to operate and has fewer basic features.”

“GA4 lacks the most basic functions”

Chris Fox, an independent analytics strategist, also has problems with GA4’s user interface. He says that functions that used to be available in UA have either disappeared or become more complex and time-consuming. He explained:

• Time Series Charts can only display data on a daily basis. They cannot be modified to show data at a weekly or monthly level.
• You have to edit the reports in order to use basic dimensions such as Landing Page when creating a Traffic Report.
• “Segments have been replaced by ‘Comparisons,’ which do not have any preset options. You cannot save ‘Comparisons.’ like you used to be able to with Segments.”
• If you want to filter both dimensions of a report that has a secondary dimension you can’t do it from the table. You have to do one filter in the table, and the other filter at the report level at the top (or both filters at the report level).
• “When editing a Report to add metrics you are limited to 12. I often edit a Report just to view a specific metric, and then reset back to the original configuration.”
• The data would have to be downloaded and the chart created in Excel/Tableau/etc.

Fox vented his frustrations to Search Engine Land, saying that these time-wasting, unnecessary changes made GA4 feel “like a free version of the full product, which was Universal Analytics”.

He joins a list of other marketers who have complained about the GA4 UI.

Why do we care?If Google receives enough reports of GA4 problems, it may decide to review the product and make the necessary changes. If it does not, then marketers will have to find their own solutions. It will be easier for them to work together to brainstorm.

Deep dive. Google’s guide ‘Learn How to Make the Switch’ provides more information about how to migrate to GA4.

The article Why Google Analytics 4 users hate its user interface first appeared on Search Engine Land.