GA4 Limitations for Marketers: Understanding What GA4 Can’t Do

Google Analytics 4 (GA4) is a powerful tool for website analysis and tracking visitor behavior. However, despite its many benefits, there are also limitations to what GA4 can do for marketers. In this article, we’ll explore these limitations and discuss how they can affect data tracking and measurement. You can’t have the ad network grade its own homework and report back on its results – instead you want a third party to handle your business. 

Limited Data Collection:

One of the main limitations of GA4 is its limited data collection capabilities. GA4 is not able to collect as much data as the previous version of Google Analytics (Universal Analytics). This can limit the ability of marketers to get a complete understanding of their website’s visitors and their behavior.

Incomplete Cross-Device Tracking:

One of the key issues is that GA4 relies heavily on cookies to track user behavior, which can be unreliable when tracking cross-device behavior across multiple platforms and browsers. This means that data collected on one device might not match up with data collected on another device, making it difficult to get an accurate picture of a user’s behavior across different platforms. Additionally, GA4 is not yet supported by all of the platforms and tools that marketers use, which further complicates the tracking process.

No Built-In A/B Testing:

GA4 also lacks built-in A/B testing capabilities, making it difficult for marketers to test and optimize their website and its elements. This can limit the ability of marketers to make data-driven decisions about their website and its content.

Lack of Customization:

Another limitation of GA4 is its lack of customization options. GA4 is not as flexible as Universal Analytics, making it difficult for marketers to make changes to the tracking code to fit their specific needs. Another issue with GA4 is tracking offline conversions. GA4 is designed to track user behavior primarily on the web, and it does not currently have the capability to track offline conversions in a seamless and automated way. This is a major challenge for businesses that rely heavily on offline transactions, as it makes it difficult to accurately track the impact of online marketing efforts on offline sales. Some workarounds have been developed, such as manually uploading transaction data to GA4, but this requires a significant investment of time and resources, and it still leaves room for error. Until GA4 can accurately and seamlessly track offline conversions, it will continue to be a challenge for businesses that rely on both online and offline sales channels.


While GA4 is a useful tool for website analysis and tracking visitor behavior, it does have its limitations. Marketers need to be aware of these limitations and take them into consideration when making data-driven decisions about their websites and their performance. Alternative solutions, such as using LeadsRx or additional third-party tools, can help marketers overcome these limitations and get a complete understanding of their data. Click here to learn more about how LeadsRx can provide a holistic view of your customer’s data journey today.