Google Analytics 4: Two Years In, The Honest Assessment
Quick answer
GA4 replaced Universal Analytics in July 2023. Two years later, the dust has settled.
GA4 event-based data model is genuinely better for modern web analytics. Cross-device user journeys are more accurately captured. BigQuery export included free gives data teams raw access that Universal Analytics charged for.
The interface remains one of the worst in the analytics category. Finding basic information — daily unique visitors, top pages, traffic sources — requires more steps than Universal Analytics. Sampling at high traffic volumes produces inaccurate numbers without GA4 360.
Sites building new analytics setups in 2026 should evaluate Plausible ($9/month, no cookies, GDPR compliant) or self-hosted Umami before defaulting to GA4 out of habit.
Frequently asked questions
- Should I use GA4 or switch to something else?
- If already using GA4 and getting value, stay. If building a new analytics setup or finding GA4 frustrating, Plausible is worth evaluating — simpler, privacy-compliant without cookie banners, and $9/month.