The specifics of the work of marketing managers with Google Analytics 4 (GA4)
Authors:   Polytechnic National University, Zlatova Iryna 
Published: January 2024

The aim of the article. The purpose of the article is to analyze the main pitfalls and specifics of GA4 and to describe the main problems that have arisen while using GA4. Analysis results. Several Google Analytics accounts of different websites, different companies and platforms operating in different markets were compared, and common features for these accounts were identified. The reports used for the analysis were those most commonly used by e-commerce professionals. Conclusions and directions for further research. 1.	It is impossible to track the effectiveness of online advertising sources. Especially in the case of unstable sales dynamics during the war, it is impossible to flexibly adjust advertising costs depending on the site's income. It is impossible to see the effect in real time, for example, clicks on a tracking link with a UTM tag, with what intensity users of the advertising channel click on the link. Imagine that you have placed a link in a new advertising channel and want to see if this link is interesting for a new audience. You won't be able to see the number of clicks in the first hour of the link's operation, but only the next day. 2.	You need to look for new footage to set up new analytics. 3.	Inaccurate tracking. Based on the fact that the data in the reports are different. There is no trust in the data to the extent that there was before. Possible double interpretation of data. Conclusions and areas for further research are outlined as follows: Challenges in Online Advertising Tracking: The text highlights the difficulty in tracking the effectiveness of online advertising sources, particularly in situations of unstable sales dynamics, such as during times of conflict. The inability to flexibly adjust advertising costs based on the site's income is emphasized. Real-time monitoring challenges are discussed, illustrating the complexity of gauging the immediate impact of advertising efforts, including tracking UTM-tagged links and understanding the intensity of user interactions with the link. Constant Search for New Analytics Approaches: The second point underscores the need to continuously seek new methods and approaches for setting up analytics. In a dynamic digital landscape, the ever-evolving nature of online platforms and marketing channels necessitates a proactive approach in discovering and implementing fresh analytical techniques. Issues with Tracking Accuracy: The text explores the problem of inaccurate tracking, citing disparities in data within reports and a diminished level of trust in the data compared to previous versions of Google Analytics. The potential for double interpretation of data is discussed, raising concerns about the reliability and precision of the insights provided by GA4. Exploring these challenges in online advertising tracking and the constant need for new analytics approaches underscores the evolving landscape of digital marketing, requiring marketers to adapt to uncertainties and seek innovative strategies for accurate data interpretation.