Google Analytics will remain one of the central tools for data-driven marketing in 2025. However, with new technologies, data protection guidelines and changing user behavior, the requirements for web analytics are also changing. In this article, we show what companies should pay particular attention to in 2025 in order to exploit the full potential of Google Analytics - and avoid typical mistakes.
A lot has happened since the switch to Google Analytics 4 (GA4). However, many companies are only using a fraction of the available functions. By 2025, GA4 should not only be set up, but also strategically configured - including events, conversions, custom dimensions and user-defined reports. If you don't make improvements here, you will lose valuable insights.
Tip: Use the new "Explorations" feature in GA4 for in-depth analyses and segments.
The GDPR is still a key issue - and consent management will become even more important in 2025. Without valid consent banners (e.g. via tools such as Usercentrics or Cookiebot), data can be lost or misinterpreted.
Important: GA4 should always be used in conjunction with a consent solution that only starts the data flow when consent is given.
Third-party cookies are increasingly disappearing. It is therefore crucial to link your own data sources intelligently. GA4 offers a powerful way to combine first-party data with web analytics data via BigQuery integration - ideal for advanced user analysis and attribution.
GA4's event-based logic offers a lot of flexibility - but also pitfalls. Many companies track events wildly, without a clear structure or naming conventions. In 2025, the rule is: fewer, but clearly defined events that reflect real business goals.
Example: Instead of "button_click", use "cta_download_whitepaper" with a clear meaning.
Google Analytics is only part of the truth. In combination with Google Tag Manager, Looker Studio (for dashboards) and a CRM system, a holistic picture emerges. If you want to analyze at scale in 2025, you need an integrated data landscape.
Google Analytics is powerful - but only if it is used correctly. In 2025, it will not only be important to work in a technically clean way, but also to think strategically: data quality, data protection, integration and goal orientation are the success factors.