The impact of the changes of Google Analytics for the media

For many months now, Google Analytics, and more specifically real-time data, was failing for minutes or hours, and the scare was a scare. Since April 6, more or less continuously, the real-time data in Google Analytics has been incorrect.

No official information has been released from Google, and BAB is convinced that our problem will not be resolved. Not because they can't fix it, but because it's part of a strategy for the media and other websites to move on to the new evolution of Google Analytics, the so-called GA4. In early July 2023, the current Google Analytics (Universal Analytics) will be turned off and will mean that we will run out of history and will not be able to consult any information. We recommend that you export the important data you want to keep to Excel for offline consultation

In January 2022, Austria declared Google Analytics illegal because it did not comply with the European RGPD. The French Data Protection Agency (CNIL) then declared the use of Google Analytics illegal and all indications are that other European countries will be added. The issue is the international data transfer which according to the RGPD is limited to a data transfer within its European scope. The problem is not with Google Analytics, it's with the media publishers who use it. Google Analytics is a free, open-source tool that may or may not comply with the RGPD.

Still, let's be quiet. No news or verdict has been issued at the state level that should concern us, but it is a potential difficulty that needs to be reported. From BAB we are working to offer you an optimal solution for the media at an affordable cost. We are aware of the impact of moving from using a free tool to having to pay for a similar solution. We will inform you promptly.

The story does not end here, as the new GA4 tool that Google invites us to use has a measurement technology that has nothing to do with the measurements of the current version of Google Analytics, called Universal Analytics. By default, GA4 is set to two months of history. Luckily, it can be set up at fourteen months, but we also consider it insufficient. Hence the importance of what we said about exporting all the information you consider key to your medium in time. In addition, and very importantly, GA4 does not support AMP. All indications are that Google wants to remove the AMP version and there is no shortage of reasons.

For those of you who don't know, the AMP version of a news item that Google delivers to a mobile device is delivered from its CDN (a CDN is a content distribution network) and this huge traffic must be paid for by someone. In addition, AMP was born with the aim of offering a very fast version to the user, a usable version that offers the user experience as excellent as possible. With the entry of the Core Web Vitals the situation has changed so a lot of projects following the recommendation of Google with the CWV and, therefore, it is now possible to offer a great experience to users and, consequently, the AMP version already does not make sense.

If the AMP version finally disappears as we hope, we do not consider it bad news, on the contrary, it is great news and the justifications are listed below:

• If we have good Core Web Vitals, removing AMP should not lead to a reduction in traffic

• Google is already using the AMP version or the normal (canonical) version in Discover, AMP carousels, rich results… according to its algorithm.

• The AMP version involves a double development.

• Maintenance of the AMP version is expensive.

• Advertising installation on AMP has nothing in common with the regular version.

• Monetization on AMP pages is lower than monetization on normal pages

• The bounce rate on AMP pages is much higher than the rest.

In recent months, Google is very present in our daily lives. If there are no algorithmic changes in the Google search engine (Core Updates) it is the Core Web Vitals and now Google Analytics and the new GA4 version with important changes that hint at profound changes. We will not try to go against them, we can just accept them and look for the best strategies to benefit from them.