INTRODUCTIOn to ga4: what you need to know

In October 2020, Google announced that Universal Analytics (UA) will be replaced by Google Analytics 4 (GA4) and therefore will be their sole option for Google Analytics users from July 1st, 2023.

This means that you will no longer receive data through your Universal Analytics properties after the cut-off.

What is Google Analytics 4?

GA4 is the latest iteration of Google's web analytics platform and not only is it replacing its predecessor, UA, but it also requires a different user approach to make use of it effectively.

There are several key benefits to using GA4 over UA. First and foremost, GA4 is more flexible and powerful, with a wider range of features and capabilities. It also offers better integration with other Google products, such as Google Ads and Google Tag Manager.

Benefits of GA4

Focus on the User Journey

One of the most important features of GA4 is its ability to track and analyse customer behaviour across multiple devices and platforms including websites and apps, making it easier for businesses to get a holistic view of their customers. While cross-device tracking was limited and difficult to implement in UA, GA4 was built with this in mind.

Improved Data Accuracy

GA4 uses event-based tracking, rather than the session-based tracking used in UA. This allows marketers to track more granular data about users’ interactions with a website or app.

Enhanced Data Privacy

GA4 is more privacy-conscious than UA, with features like data retention controls and cookie controls to help you manage data collection and protect your customers' privacy. This means that companies can be GDPR compliant more easily and removes many of the challenges associated with processing user data.

AI Predictive Analytics and Insights

Finally, GA4 introduces predictive analytics using Google’s machine learning (ML) algorithms. This can predict trends and upcoming changes and notify advertisers ahead of time, which can make analysing website performance easier.

How do I get started with GA4?

Installing GA4 on your website is a relatively straightforward process.

First, you'll need to create a GA4 property in your Google Analytics account. To do this, log in to your Google Analytics account, click on "Admin" and then select "Create Property" from the menu.

Next, you'll need to choose a name for your GA4 property and select the "Web" option. You'll then be prompted to accept the terms of service and complete the setup process.

Once your GA4 property has been created, you'll need to install the GA4 tracking code on your website. This is similar to the process for installing Universal Analytics (UA), but there are a few key differences.

• To install the GA4 tracking code, log in to your GA4 account, click on "Admin", and then select "Tracking Info" from the menu. You'll see a list of options for installing the tracking code, including a "Global Site Tag" option.

• Click on the "Global Site Tag" option, and you'll be presented with a tracking code snippet. Copy this snippet and paste it into the head of your website's HTML code. Make sure to place it as close to the top of the head as possible, so it loads as quickly as possible.

• Where it becomes slightly more complicated is now that you've installed the GA4 tracking code, you'll need to enable specific features and configure your property settings. This includes setting up custom dimensions and metrics, creating event tracking, and setting up custom alerts.

Our Recommendations

We understand migrating from UA to GA4 or setting this up from scratch can feel overwhelming and you may have concerns about the platform or process.

Our team of experts have worked with UA and GA4, successfully implementing these across a wide range of websites and provide guidance to all our clients throughout the journey while providing support with any questions that arise. 

Upgrading to GA4 is a no-brainer for businesses and organisations looking to get the most out of their web analytics. With its advanced features and powerful integrations, GA4 is one of the ultimate tools for understanding and optimising your customers’ online experience.

Contact us today to hear more about how we can help you prepare for the transition before 1st July 2023 so that you can continue to analyse and optimise your advertising optimally.

It’s a significant change, make sure you get it right.