Google Analytics 4 Explained
Get ready, because the long-anticipated arrival of Google Analytics 4 (GA4) has arrived. Google announced the fourth phase of its analytics program over two years ago. During that time, Google has allowed digital marketing professionals to use both the new and old versions simultaneously. However, Google has now announced that GA4 will take over as the main analytics program beginning July 1, 2023, roughly 15 months from now.
What is Google Analytics?
Googles Analytics is a tool used by millions of businesses and digital marketing professionals across the globe. Most businesses know and use this reporting tool to monitor how much website traffic they receive. Currently, digital marketing professionals have been using the Universal Google Analytics platform for years. The new Google Analytics 4 or GA4 will include new features and reporting tools, so businesses can stay ahead of the curve when tracking customer journeys online.
What is Google Analytics 4 (GA4)?
Google Analytics 4, or GA4, is the next-generation approach to tracking online analytics. New privacy laws have been rolled out over the last several years that require websites to ask for user consent to cookies to track website performance. You may have noticed that these new regulations have led to gaps in tracking analytics, especially when users do not allow consent for tracking. GA4 is different from the Universal Analytics we all use now because it will reduce this reliance on cookies to record events across different websites and instead utilize Google’s advanced AI predictive data to fill in these gaps.
Here Are Some Key Differences Between Universal Analytics and GA4
Now that you have a better understanding of what GA4 plans to do, here are some key differences between the new platform and the current Universal Analytics platform:
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- New interface: One of the biggest changes you will notice is a new analytics dashboard interface. Marketing professionals will not find the old default reports or features they are used to on the dashboard. To get familiar with the new interface, we recommend going through Google’s video guides on the new interface features.
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- Goals are now called Conversions: In the current Universal Analytics program, users are allowed a maximum of 20 “goals,” but in the new GA4, goals are now called “conversions” and users are allotted 30 total.
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- Events are key: Universal Analytics requires adding customized codes to track user events. With the new GA4, customized code is already built into the platform so marketers can track events like “view_search_results” and “file_download” automatically. Marketing professionals will now be able to fine-tune their tracking without having to add or edit code within the platform.
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- Less reliance on cookies: With increased user privacy laws, GA4 will not rely exclusively on cookies to track customer data.
Making the Switch
As we mentioned above, the switch from Universal Analytics to GA4 is happening in about a year’s time, whether we are ready for it or not. We recommend making the switch over to the new platform now so that you can start understanding and learning these changes early.
If you would like more information about Google Analytics 4, or other digital marketing services please contact Pink Dog Digital at (410) 696-3305 or email us at info@pinkdogdigital.com. We are here to help!