Google has introduced Google Analytics 4 to its users, which is the next generation of web analytics. This update has several benefits for digital marketers and business owners alike.

What is Google Analytics 4?

Google Analytics 4 (GA4) differs from Universal Analytics (UA) in various ways. Firstly, GA4 does not rely on cookies and features cross-platform analysis capabilities. Secondly, GA4 uses an event-based data model for measurement and addresses growing trends affecting digital marketers, such as user privacy and the widespread use of mobile apps.

When will Google Analytics 4 become the main GA platform?

Current Universal Analytics properties will stop processing new hits on July 1, 2023. Universal Analytics 360 properties will receive a one-time extension until October 1, 2023.

What are the benefits of Google Analytics 4?

GA4 focuses on privacy and is 'future proof'. It uses machine learning to uncover insights into user interactions with websites or mobile apps. GA4 also integrates seamlessly with Google Ads and Google Marketing platforms to optimise campaign performance and drive better ROI.

How does Google Analytics 4 differ from Universal Analytics?

In contrast to UA's method of processing each user session as a single 'hit,' GA4's event-based model processes each user interaction as a standalone event. This enables search marketers to edit, track and fine-tune events within the UI to get a complete view of the customer lifecycle without needing to edit on-site code.

Do I need to shift to Google Analytics 4?

Yes. Configuring GA4 now will enable it to start tracking metrics relevant to your business. You need to create a new version of the Google Analytics 4 property using the App + Web property setup to allow data to begin populating.

How do I set up Google Analytics 4?

To configure GA4, follow these steps:

1. Sign in to your Google Analytics account from the homepage.
2. Go to 'Admin' (gear icon on the bottom-left navigation).
3. Select the account in which to create the property from the Account column.
4. Select the desired UA property from the Property column.
5. If available, choose 'Upgrade to GA4' and follow the prompts. If not available, select "create property" and follow the steps to create a new property for 'Web + App,' which will result in a new Google Analytics 4 property by default.
6. Click 'GA4 Setup Assistant' (the first option).
7. Click 'Get Started' inside the 'Setup Wizard'.
8. Click the blue button to create the new property.
9. Note that the GA4 setup assistant works automatically with gtag.js. However, if you use a website builder platform like WordPress or Wix, you must add the Analytics tag yourself.

Once logged in, the home page will display a real-time report that provides new insights into:

• The origin of new users
• Top-performing campaigns
• Overall traffic, conversions, and revenue
• Metrics relevant to your business

Keep in mind that your Universal Analytics view will still be accessible via the admin screen.

Need support?

Contact our friendly in-house experts if you have any questions about UA or GA4. You can reach us on 0870 201 4791 or by email.