In the world of digital marketing, Google Analytics has long been the go-to tool for assessing website traffic, user behavior, and tracking marketing goals. However, with Google’s recent upgrade to Google Analytics 4, controversy and confusion have been brewing in the digital marketing world.
Why the Controversy?
Many marketers are finding themselves concerned, primarily because they believe Google Analytics 4 lacks some vital features integral to their work. The migration process has also been clouded by a sense of uncertainty, with people unsure about several aspects of this new upgrade. Some marketers are going as far as advising against the upgrade for the time being, advocating for holding out as long as possible. Despite the widespread anxiety, our stance at McNair Media might surprise you. We recommend not using Google Analytics at all. While this may seem counterintuitive given its popularity, there are important reasons for our position.
Why Google Analytics is Bad
Google Analytics, despite its useful features, is a very resource-intensive tool. It’s important to understand that Google is, at its core, an advertising company. The data collected through Google Analytics benefits their advertising network significantly. However, for small businesses focused on maintaining high-performance websites, the advantages may not be as substantial as one would hope.
Poor Site Performance
One critical point to consider is the impact of Google Analytics on your website’s performance. It’s estimated that incorporating Google Analytics can add roughly half a second to your website’s load time. While this might seem insignificant, in the digital world, every fraction of a second counts. If you’re familiar with our philosophy at McNair Media, you know that we prioritize high-performance websites and consistently strive to exceed the recommended site performance for the Largest Contentful Paint (LCP). Currently the recommendation by Google itself is that a site should load in less than 2.5 seconds, and using Google Analytics already puts you at a disadvantage.
What We Recommend
So, what’s our solution? The good news is, there’s no need for you to fret over this recent upgrade. For your site, we’ve opted to use a more lightweight analytics tool, integrated directly within the backend of your website. This decision wasn’t made lightly; it was based on two key factors.
First, the tool is more streamlined and efficient than Google Analytics. It doesn’t drain your resources like Google Analytics can, ensuring your site’s performance remains optimal. Maintaining a high-speed, high-performance website is essential in today’s digital landscape. It not only improves user experience but also benefits your search engine optimization efforts.
Second, this tool provides an easier way to access analytics reports. By integrating it directly into your website’s dashboard, you can quickly gain insights without having to navigate the often complex Google Analytics interface. This user-friendly experience allows you to focus on what really matters – understanding your audience and improving your website to meet their needs.
We’re Here to Help!
At McNair Media, we believe that effective website analytics should be accessible, user-friendly, and efficient. While Google Analytics has served many businesses well over the years, it’s crucial to recognize when a tool is becoming more of a hindrance than a help. As technology continues to evolve, there will always be newer, more efficient ways to achieve our goals.
As the controversy around Google Analytics 4 continues, it’s essential to evaluate what tools best serve your needs. If performance and accessibility are your priorities, it might be time to explore alternatives to Google Analytics. Remember, the right tools can empower you to make informed decisions, drive traffic, and ultimately, achieve your business objectives.
