Nupur Dayal Google Analytics 4 (GA4) is widely used by businesses to track and analyze web performance, but recent reports highlight a growing concern: significant gaps in the data. Many brands are finding that important metrics, especially around user acquisition, are missing or misrepresented, complicating efforts to make informed marketing decisions.
While GA4 is lauded for its event-based tracking model, recent investigations reveal that the platform may not always capture accurate or complete data. In some cases, the attribution model may misclassify user sources, with a notable example being a demo account for Google Merchandise Store, where 67.9% of users were reportedly direct traffic — a figure that seems unusually high.
Brands are now encouraged to cross-check their GA4 data with other analytics tools, ensuring that they aren’t missing critical insights. Missing data, particularly regarding traffic sources and user behavior, can skew marketing strategies, leading businesses to misallocate resources or misunderstand customer engagement.
Experts suggest that Google’s shift from session-based tracking to event-based data in GA4 may inadvertently leave gaps in understanding certain customer journeys. The impact on businesses that rely on accurate data for paid media, SEO, and content marketing could be significant.
