We are approaching the end of Universal Analytics, the well-known web monitoring tool by Google that has been in use since 2012. Starting July 1, 2023, Universal Analytics (UA) will be replaced by a new generation of the service, known as Google Analytics 4 (GA4).
On July 1, 2023, standard Universal Analytics properties will stop processing data. After this date, you’ll still be able to access Universal Analytics reports for a limited time, but new data will only flow into GA4 properties.
In this guide to Google Analytics 4, we’ll explain how to transition from UA to GA4, the key differences in this new data monitoring method, and address common questions about the updated tool.
What’s new in GA4? What is it, and how does it work?
Google Analytics 4 (GA4) is the latest version of Google’s web data analytics platform. Compared to its predecessor, Universal Analytics, GA4 introduces several new features and enhancements, including:
A New Data Architecture: GA4 uses an event-based data collection model, recording user actions such as button clicks, page views, purchases, and more.
Greater Integration with Other Platforms: GA4 seamlessly integrates with Google Ads, Google Tag Manager, and Firebase, providing more detailed insights into user behavior.
Advanced Analytics Features: GA4 includes advanced tools such as user segmentation by behavior, trend prediction, and more accurate attribution models.
GA4’s event-based data collection system captures detailed user interactions on your website. These data points are processed through Google’s analytics platform to provide insights into website performance, user behavior, and traffic sources.
Key Features Introduced by GA4
Event-Based Data Model: GA4 uses an event-based data model, meaning every user interaction with the website or app is recorded as a separate event. This data model provides greater flexibility in data analysis and enables the collection of more detailed insights into user behavior.
Cross-Platform Tracking: GA4 is designed for cross-platform tracking, allowing you to monitor user activity on mobile apps and websites within a single view. This provides a more comprehensive understanding of user behavior and enhances data analysis capabilities.
Machine Learning Features: Google Analytics 4 includes advanced machine learning capabilities, such as automatic event detection and support for predictive analysis. This allows for the automation of much of the data analysis work and provides insights more quickly.
Enhanced Security and Privacy: GA4 provides improved security and privacy through features such as data encryption and user controls. This ensures better protection of user data and guarantees its responsible use.
Development of New Reports and Analysis: GA4 introduces new reports and metrics, such as the User Experience Report and User Flow Report. These reports provide a deeper understanding of user behavior and allow for more detailed insights.
GA4 represents a significant improvement over Universal Analytics, offering greater flexibility, enhanced security, and advanced analytics tools. However, the transition to GA4 may involve a learning curve for marketers and web analysts adapting to its new functionalities and methodologies.
What are the main differences between the new Google Analytics 4 and the previous Universal Analytics?
GA4 and UA are distinctly different versions of Google’s web analytics tool. Here are the main differences:
- GA4 uses an event-based data model, whereas UA relies on a session-based data model. This means that in GA4, every interaction with the website is recorded as a separate event.
- GA4 is designed for cross-platform tracking, allowing you to monitor user activity on mobile apps and websites within a single view. UA, on the other hand, requires the use of separate properties for tracking across different platforms.
- GA4 includes advanced machine learning features, such as automatic event detection and support for predictive analysis, which were not available in UA.
- GA4 provides enhanced security and privacy compared to Universal Analytics, utilizing features such as data encryption and user controls.
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GA4 offers new reports and metrics compared to UA. Google Analytics 4 introduces new engagement metrics, such as time spent in the app and sharing activity. - Implementing GA4 requires the use of a new code structure called the “Measurement ID,” which is different from the one used in UA and therefore necessitates a new installation process.
- GA4 is more deeply integrated with tools like Google Ads and BigQuery for a holistic view of user activity.
In general, GA4 is designed to offer a more advanced and flexible analytics experience compared to UA, with a stronger focus on data privacy and security.
GA4 and the GDPR Regulation: Here’s What You Need to Know.
Google Analytics 4 (GA4) has been designed to comply with the European Union’s General Data Protection Regulation (GDPR), a privacy law that sets rules for the collection, processing, and storage of users’ personal data within the EU.
GA4 offers enhanced privacy features, such as user ID controls, automatic IP anonymization, and the ability to select which data is shared with Google. These features are designed to help website owners comply with privacy regulations like the GDPR.
Additionally, GA4 enables users to exercise their rights under the GDPR, such as the right of access, the right to data portability, and the right to be forgotten. For example, users can request that their data be deleted from the system.
In summary, GA4 is designed to comply with the EU’s GDPR and offers enhanced privacy features, allowing website owners to adhere to privacy regulations and enable users to exercise their rights under the GDPR. However, it is important to note that GDPR compliance also depends on website owners adopting good privacy practices and properly managing users’ personal data.
Should you transition to GA4?
The new version of Google Analytics is far more advanced than all its predecessors. This is clearly highlighted in the statement released by Google:
Universal Analytics was built for a generation of online measurement anchored in desktop web, independent sessions, and easier-to-observe cookies. This measurement methodology is quickly becoming obsolete. By contrast, Google Analytics 4 operates across platforms, does not rely exclusively on cookies, and uses an event-based data model for user-centric measurement.
So yes, considering the innovation brought by Analytics 4 in terms of data collection methodology and the completeness of the information provided, switching to GA4 is highly recommended.
If you need help collecting and analyzing data from your website, e-commerce platform, or app to better understand user or customer engagement, our GA4 services are here to support you.
Contact us today!