Google Analytics 4 (known as GA4) is the latest update to the popular web analytics tool develop by Google .
This tool has a commercial version for large companies, the Google Analytics 360 Suite, and a free version (without support), making it the most widely us web analytics tool in the world.
What is Google Analytics 4?
Google Analytics 4 came out of beta in October 2020 (perhaps it was a bit hasty, as its functionality was quite limit and it lack many things that the previous version did have), and since then it has not stopp evolving. The change compar to the previous version has been so significant that we can say, without a doubt, that it is a new generation of Google Analytics . In addition, Google has “rush” everyone to adopt it. In fact, they have set a deadline for using the previous version so that all websites must migrate to the new version if they do not want to stop recording data.
What’s new in Google Analytics 4 compar to its precessor, Universal Analytics?
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In the you can follow the news and changes that are being implement.
- Integration of data from websites and mobile apps into a single property, through data flows.
- This on the one hand simplifies certain measurements and on the other hand makes it easy to measure many other things.
- Data desampling (with some exceptions).
- Design to work even without cookies and with a conversion modeling system.
- The “view” level has been remov from the free version (it only works with the account and property levels). In the commercial version, the equivalent of views are sub-properties.
- Help through personaliz recommendations.
- Improvements to the way we work with data attribution.
- New audience creation system.
- A completely new reporting interface.
- A very powerful report creator.
- Integration with other Google tools such as Big Query or Search Ads 360, apart from the typical Google Ads, Google Merchant Center, Google Search Console…
- Support for GBRAID and WBRAID.
- Use of EU domains to collect data on European servers, in order to comply with the GDPR.
- New machine learning features.
What are the problems fac by websites that only use the “old” Universal Analytics?
Portals that work with the Universal Analytics version will stop receiving data on July 1, 2023. In addition, THE NEW VERSION IS NOT COMPATIBLE WITH THE OLD VERSION and data cannot be transferr from one to the other (in any case, the data from one version and the other will not match either). Measurements are start from scratch in a new property. Therefore, the migration/update must be carri out as soon as possible. In reality, it is a matter of starting up the business’s web measurement plan again and it is a perfect time to rethink and improve it.
In the meantime, data can still be collect in Universal Analytics properties, and parallel measurement can be support. From 1 July 2023, it will still be possible to view old data for a while . However, in order to compare data from one month to the next, from one year to the next, or to see the evolution in the calendar month, for example, it is worth starting to record data with the new version now in order to start 2023 measuring everything necessary with the new system.
Why should you upgrade to this new version?
- Because the old Google Analytics is going away and it is not possible to migrate data from one version to the other. In fact, you will have to decide how to store this old data if you want to keep this history most interesting announcements when Google decides to delete it forever.
- Because with the new one you start from scratch (without history) and it takes time to certify that everything works correctly and resolve errors.
- Because the longer you’ve been working with Analytics 4 by July 1, the better prepar your business will be for the digital world.
- Because so many things change that it takes time to get us to just using them.
- Because it offers new functionalities that can help improve business results.
How to upgrade to Google Analytics 4?
We can take as a starting point what we are already measuring in Universal Analytics, trying to take advantage of the uae cell number new features of the new Google Analytics 4 in terms of the possibility of measuring more things.
Create a new Google Analytics 4 property
Within the account we are already working with, we create a new Google Analytics 4 property, giving it a representative name and configuring the country, time zone and currency we are going to work with.
From the “Property access management” option we can assign specific permissions to this new property, or simply keep the same ones we have defin at the account level.
From the “Data flows” option of the property we add as many flows as we are going to use, either web, Android or iOS type. In the simplest case where we only use a web portal, we would add a single web type data flow. Then, we proce to configure them. For example, in the case of web flows, we have certain options to automatically measure certain events such as links, internal searches, document downloads, scrolling…
For certain special configurations, such as multi-domain measurement, we will also ne to refer to this section.
Configure the rest of the data settings
Within the property there are more elements that we must configure:
- Data settings
- Identity for reporting
- Attribution Settings
