Algorithm can make a forecast. 4. The 'regular' Google Analytics users are moving to Google Data Studio dashboards We can refer to Google Analytics users globally in 2 different groups: 'Normal' user Expert Profile generalist Specialist Frequency Monthly to Weekly Daily Application Making basic analyses Create in-depth analyses Reports Standard reports Create your own reports Design Set up thank you page Taking care of complete furnishing Google Analytics 4 is currently mainly a tool for experts. And that is not strange.

The number of reports has been drastically Executive List reduced. In many cases you have to make a custom report yourself and that is a significant threshold for many people. For a large part of the 'normal' Analytics users, using GA4 is a big hurdle. For that reason, I expect a significant shift in the use of Google Analytics towards Google Data Studio. GA4 remains the standard in data collection. But reporting and analyzing that data will increasingly happen in tools like Google Data Studio. Consequences for your organization.

The migration to GA4 and server-side tagging on your 2022 agenda If you haven't started yet, this year is the time to make the step to GA4. Realize that just 'turning on' is not enough. In order to be able to steer on the right data, a complete tailor-made setup is required. Server-side tagging should also be on your agenda if you depend on third-party cookies or suffer from an overcrowded Google Tag Manager container. Spend at least 10% of your marketing budget on analytics Web analytics comes with a strong hygiene.