One of the main benefits of using GA4 with e-commerce platforms is the improved tracking capabilities. GA4 provides a more accurate and comprehensive view of user behavior. It allows businesses to make better decisions and optimize their sales funnel. For example, GA4 allows businesses to track user engagement across different devices. It is particularly important in today’s mobile-first world. GA4 also has an “enhanced measurement” feature. It makes it easier to track important events such as product clicks, video plays, and file downloads. This feature eliminates the need for custom event tracking, saving time and resources for businesses.
The main disadvantage is the learning curve associated with the new tool. GA4 has a different interface and tracking model compared to Universal Analytics. It may need businesses to invest initial time and resources in training and education. Another potential drawback is the limited integration with third-party tools and platforms. While GA4 is compatible with many e-commerce platforms, some of the more advanced features may not be fully supported. This can limit the ability to track certain metrics and make data-driven decisions.