As digital marketers we love change. We embrace it. It keeps us on our toes and it keeps our jobs interesting. So, you can imagine our excitement at hearing about the biggest change in data and reporting since…well, ever! It’s time to introduce to you: Google Analytics 4.
Google Analytics 4, or GA4 as we’re affectionately calling it, is Google’s next generation of Analytics, designed to give you enhanced insights into customer journeys across platforms and devices.
Although you can continue to use Universal Analytics for the time being, Google has announced that Universal Analytics will no longer process data after 1st July 2023. So it makes sense to start preparing for this change as soon as you can.
If you’re a little unsure how to prepare for the change to GA4 then we’ve put together this helpful guide to get you up and running in no time. Here you’ll find out exactly what Google Analytics 4 is, how it differs from your current analytics and what to expect when the changeover is implemented.
What is Google Analytics 4?
Don’t worry, it’s not time to re-think your content marketing strategy. GA4 is a new and improved method for measuring how effectively your marketing is working.
GA4 is the new version of Google Analytics, which is also currently known as Universal Analytics. If you’re not familiar with GA yet, it’s a free tool which helps you to track visitors to your website and what they do when they get there.
It’s invaluable to businesses who measure these insights as it allows them to make changes to their websites to reflect customer behaviour.
While Google is often making updates to its algorithm, this is the first time it has completely overhauled its analytics since 2005. GA4 by all accounts is bigger, better, faster and stronger than Universal Analytics.
GA4 by all accounts is bigger, better, faster and stronger than Universal Analytics
What are the differences between Universal Analytics and GA4?
Don’t be fooled by the similar names – there are actually a number of differences between Universal Analytics and the new platform, GA4.
In short, Google Analytics 4 offers enhanced measurement. Universal Analytics measures traffic to your site through page views or sessions whereas GA4 recognises that there are now lots of different ways in which someone can interact with your website.
So instead of measuring goals, which you might be used to in Universal Analytics, GA4 measures ‘events’. Basically, anything that someone can do on your website is considered an event. Clicks, page loads, file downloads, and session starts are all considered events.
Why is Google changing its Analytics?
Since Universal Analytics launched all the way back in 2005, the way that people use the internet has changed. People now have access to multiple devices which they use throughout the day to browse the web.
You only have to look at old versions of websites on Wayback Machine to see how much web design and UX has changed in those last 17 years.
Customer journeys will now to tracked from A to B (and everything in between) across multiple platforms and devices. This will be especially useful to businesses who have both a website and an app and will give you a better understanding of how customers use these different platforms.
Internet privacy has also become a huge consideration. More and more people are opting not to be tracked as they go about their business on the internet. According to an IDFA survey, 62% of consumers will not allow app tracking in iOS 14 (source: singular.net).
Google Analytics 4 will allow you to customise who has access to what level of data. This means that you can allow people to see what they need to, without compromising any sensitive customer data. This is particularly useful when working with different teams or external partners.
With all of these advancements, it seems that Universal Analytics just can’t keep up with the needs of businesses today and so it needs an upgrade. Enter GA4.
Google says that Google Analytics 4 is durable for the future which hopefully means we shouldn’t have to go through another migration like this again any time soon.
This new platform also has enhanced integration across Google’s other products, including Google Ads. This means it should be easier to use your data to optimise future ad campaigns.
How to set up Google Analytics 4
Unfortunately, it’s not quite as simple as changing a bit of code. There are lots of changes between the platforms in terms of features and accessing reports and data, which means there’s a bit more to get your head around.
This is why we’re recommending that you get your Google Analytics 4 set up now, while you’ve got plenty of time to make the transition. You can run both platforms at the same time for now, which will give you a nice safety blanket before Universal Analytics is switched off.
The other positive is that you won’t lose any of the metrics you’re used to recording as GA4 can do everything that Universal Analytics can do and more. This means you’ll still be able to compare like for like with historical data – essential when you’re reporting to stakeholders.
How to install GA4 with Tag Manager
First up you’ll need to create a new GA4 property and a data stream. Once this is done, you should copy the Measurement ID and then create a GA4 Configuration tag. Paste the Measurement ID here and then set the tag to fire on all web pages. Be sure to preview and test that the tag is working. Then you’re ready to publish.
If you don’t yet have Tag Manager installed on your site, it might be a good idea to use this time to get this added too. With Tag Manager, you can add your own tags for conversion tracking, site analytics and remarketing, amongst others. Check out Google’s guide to setting up Tag Manager for more information.
Tracking and measuring in GA4
Humans are creatures of habit, we hate change – especially when it comes to technology. Think about when your favourite websites undergo a redesign – they always feel awkward and clunky until you get used to them. GA4 will be no different.
To learn more about GA4 and what it can do, it’s worth spending some time researching it. Lots of YouTube tutorials are currently available and, if possible, it might be worth investing in additional training for those who are going to be working with it every day.
