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Percentage of GA4 implementations. How ready we are for sunseting Google Universal Analytics?
Why now is the time to migrate to Google Analytics 4? Moving to Google Analytics 4 as soon as possible is essential in order to generate the necessary historical data before Universal Analytics stops processing new activities.
According to the website https://trends.builtwith.com/ over the 35 mln websites (35 136 145) in the world currently use Google Analytics to analyze web traffic.There are only 8 months left to turn off Google Universal Analytics, and the number of websites with GA4 implemented globally is only just over 7 mln (7 125 479) which is ca. 20% (20.28%). In the United States, it is about 22.1%, but in many European countries, implementations are at the level of several percent, eg. UK - 5,37%, Netherlands - 4,81%, Germany - 3.52%, Poland - 3.51%, France - 3.25%.
In the pictures below you can find a comparison of the number of pages that have implemented Universal Analytics with the number of pages that have already implemented GA4 and their percentage ratio.
.png "The percentage of GA4 implementation in relation to pages with Google Universal implemented (1).png")
The results are surprising, especially since with each successive month, advertisers and website owners lose access to a large amount of data that cannot be compared in the Year-Over-Year (YOY) model. Observing the results year on year allows you to assess whether the company's financial results are improving, static, or worsening.
Despite the fact that the migration is not just about moving the old way of tracking website traffic to GA4, website owners are delaying the implementation of GA4. The number of deployments is frighteningly low.
We should be aware of that, that GA4 offers an entirely different approach to reporting, and it will take some time to become familiar with the new system. For example, the bounce rate has disappeared, but GA4 has an alternate engagement metric called Engaged Sessions per User.
Not only we will have to unlearn what was once, but we will also have to study GA4.
The best we can do now is to implement GA4 already and have some time to learn how to use it, familiarize ourselves with new metrics/dimensions, and take the time to think about what we really need and what we are looking for.
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