Goodbye Universal Analytics. Hello Google Analytics 4

Agencies need to be aware of updates in technology to make informed decisions about what adaptations and changes to make. Google Analytics has been the go-to tool for analyzing visitor traffic and content efficacy since its launch in 2005. However come July 1, 2023 Google will end Universal Analytics and introduced a new version called Google Analytics 4 (GA4). This update is a major shift and requires agencies to reevaluate their analytics practice.

Author: Phoebe Simon

What is Google Analytics 4?

GA4 offers a more modern and flexible approach to analytics with a focus on customer behavior rather than website activity. For example rather than just seeing if a page was clicked on or visited, you can now see whether a site visitor scrolled down the page, watched a video, or accessed your site from both a laptop as well as a cell phone. It also allows for more advanced tracking of cross-device and cross-platform interactions. This provides a more complete picture of your website visitor's behaviors.

New Features

Some of the new features in GA4 include:

  • A new way of measuring events. GA4 now uses "events" as the primary data type, whereas UA used "Pageviews" to track visitor interactions on your website. This means you can track more specific interactions and activities such as clicks on buttons or links, video views, and downloads.
  • Enhanced data privacy: GA4 has been designed to be more privacy-centric, protecting user data while still providing valuable insights. It includes new features such as consent mode, which allows organizations to adjust their tracking based on user consent preferences. 
  • Machine learning: GA4 uses machine learning to provide insights into user behavior and engagement. This can help you identify trends and opportunities that you might not have otherwise noticed.
  • Cross-platform tracking: GA4 is designed to track user behavior across different platforms and devices, including mobile apps, websites, and even offline interactions. You know have a larger picture of how visitors engage with your brand on many levels. 

Transitioning to GA4 from UA

If you're already using UA, here are some steps to take to transition over to GA

  1. Set up a new GA4 property in your analytics account. This will allow you to start collecting data using the new model.
  2. Install the GA4 tracking code on your website and/or mobile app. This allows GA4 to start collecting data on site visitor behavior.
  3. Compare GA4 and UA data to see if there are ny discrepancies and ensure you're capturing all the data you need.
  4. Experiment with the new features. Several GA4 features were not available in UA, take some time to experiment with them to see how they can help you gain insights into user behavior and engagement.

We recommend each agency migrate to GA4 as soon as possible. To assist you, we have provided detailed instructions on how to set up your GA4 account along with additional resources and training opportunities.