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One of the most significant developments in web analytics is undoubtedly the introduction of Google Analytics 4 (GA4), the new version of Google Analytics that will gradually replace the current Universal Analytics.
Let’s explore the key differences compared to the old version and the reasons why you should implement GA4 on your website now.
What is Google Analytics 4?
Previously known as App+Web, Google Analytics 4 is the new version of Google Analytics that marks a radical change not only in the tool’s interface but also in the logic and data management.
The new generation of Google Analytics presents itself as a more intelligent and predictive tool, capable of performing measurements across devices and platforms and providing useful forecasts by fully utilizing the potential offered by machine learning.
What Changes Compared to Universal Analytics?
A lot! Some of the main differences compared to the old Universal Analytics properties include:
- The data model is no longer based on sessions but on events.
- Reports are now entirely cross-device and cross-platform.
- The same property can now include data from websites and mobile apps together.
- Machine learning is used extensively to enhance and simplify information discovery.
- Advanced analysis tools are included, such as reports in the “Analysis” section and direct integration with BigQuery.
- Views and some metrics used in Universal Analytics are no longer present.
- Enhanced measurement of events on the site is available. This means that some events are automatically tracked without the need for code changes or interventions through Google Tag Manager.
- Categories, actions, and event labels are no longer present, but each event can have up to 25 parameters.
- Conversion tracking is simplified.
- It seems that collected data will be retained for a maximum of 14 months.
- Cross-domain tracking is already integrated into Analytics.
- …and much more!
Should I Switch to Google Analytics 4 Immediately?
In a news release dated March 16, 2022, Google announced that the definitive switch to GA4 will take place on July 1, 2023: starting from this date, Universal Analytics properties will stop collecting data, and visits will need to be tracked through Google Analytics 4. Currently, GA4 has already become the default property when creating a new Analytics account (although it is still possible to create a new UA property).
Our advice is, therefore, to implement tracking in a GA4 property right away, possibly in parallel with tracking in Universal Analytics, so that the new version of Google Analytics can start collecting data.
It will not be possible to migrate historical data from one version to another. Historical data will only be available in the old Universal Analytics properties, and from the available information, it seems that they can be accessed for at least 6 months after switching to GA4 but not indefinitely.
Do You Need Help with Configuration?
Our digital agency offers a GA4 implementation service that includes:
- creating and configuring a new GA4 property for data collection;
- implementing event and conversion tracking according to your needs.
Interested? Contact us to learn more.
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