Analytics
Why GA4 is Dead to Us
Feb 25, 2026 6 min read
Google Analytics 4 (GA4) is perhaps the most hated software update in history. It is complex, slow, and privacy-invasive.
This has created a vacuum that tools like PostHog and Plausible are filling rapidly. We analyzed the tracking scripts of 1,000 YC startups. In 2023, 80% used GA. In 2026, only 35% do.
Vertex Summary (TL;DR)
- PostHog: The new standard for Product Analytics. It combines Analytics, Session Replay, and Feature Flags in one.
- Cookie Consent: GA4 requires annoying cookie banners (GDPR). Plausible/Fathom do not.
The "Block Rate" Problem
Because Google Analytics is so ubiquitous, almost every ad-blocker kills it by default. Our data shows that GA4 misses ~25% of traffic from tech-savvy audiences (developers). Server-side tools like PostHog (when self-hosted) capture 99%.
Stop Flying Blind
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