On March 16, 2022, Google announced that they will be swapping the most present version of Google Analytics (Google Analytics 3 or Universal Analytics) with Google Analytics 4 (GA4) in 2023. This is Google’s effort to develop new measurement standards while at the same time prioritizing operator’s privacy in Digital Marketing.

Universal Analytics will stopover data processing on July 1, 2023, and Universal Analytics 360 on October 1, 2023. Now is the time to make the shift to GA4 for your cross-platform analytics result. Learn about the main benefits of Google Analytics 4 and how it can back your business.

PAYBACKS OF GOOGLE ANALYTICS

1. Event-related and cross-platform monitoring

According to Google, Universal Analytics was made for a generation of online measurement that was attached in the desktop web, independent sessions, and more easily visible data from cookies. GA4, on the other hand, will not depend on on cookies and instead will measure and track events across several websites and platforms (e.g., desktop, mobile, apps).

2. Data-driven attribution

The data-driven attribution feature will let GA4 users to measure both converting and non-converting events, which will provide all-inclusive information about how all marketing happenings affect the customer drive.

3. Enhanced integration with Google products

Once you fit in GA4 with other Google products (such as Google Ads, etc.), it will offer improved Analytics insights and make it easier to optimize your campaigns. Search Ads 360 and Display & Video 360 integrations are now accessible for every customer, which will help to strengthen your total marketing campaign performance.

4. Privacy and security

GA4 will offer improved privacy protection via comprehensive data collection controls. Unlike Universal Analytics, GA4 will not stock IP addresses.

WHAT THIS MEANS FOR REPORTING

1. Session Counts

The logic of how sessions are calculated is different between the two platforms. This will possibly lead to a lower overall session total within GA4 and impact year-over-year reporting. Be sure to monitor this discrepancy for reporting.

2. Conversion Count

Conversion numbers will likely be a little higher with the new Google Analytics stands as the logic has changed here as well. Take this discrepancy into account for year-over-year reporting.

3. Bounce Rate

The bounce rate measured is not available within GA4. This KPI will required to be replaced with alternative metric, such as engagement rate. Your specific business will need to decide how to incorporate the new engagement metrics.

PAID MEDIA IMPLICATIONS

If you want to set up a new Google Analytics account, there are some steps to take to capture and track data properly.

1. Linked Accounts

Link all present Google Ads accounts to the new GA4 stuff.

2. Conversion Import

Import new web conversion events within GA4 into current Google Ads accounts. Leverage new conversions activities for automated bidding approaches, data analysis, and future optimization efforts.

3. Audience List Import

Upon linking the new account, import audience lists defined in the GA4 account into Google Ads to support remarketing and viewers creation efforts.

4. SA360 Integration

Fit in GA4 with an existing SA360 account to support data holding and reporting as well as Darwin budget and bid optimization.

WHAT’S NEW IN GOOGLE ANALYTICS 4

1. Tracking

Universal Analytics performs hit-based tracking, which tracks hits to the given types: Page Hits, Event Hits, Ecommerce Hits and Social Media Hits. In contrast, GA4 uses event-based tracking, sense every user interface on the site can be arrested as an event. Additionally, in Universal Analytics, a new campaign would trigger a new session regardless of activity—in GA4, a new campaign interface does not—leading to potentially lower session counts in GA4.

2. Goals

GA4 will not have Penalty areas as a measurement like the current Universal Analytics. GA4 users can instead label exact events as conversions.

3. Events

Unlike Universal Analytics, GA4 will not have Event values such as Classes, Actions, Labels, or Values. Instead, there will be four classes of Events: Automatically Collected, Enhanced Measurements, Suggested Events, and Custom Events. Custom events can be formed in GA4, but users of GA4 should use the automatically obtained events except a specific alteration is not included within the automatically collected events.

MAKE THE SWITCH TO GOOGLE ANALYTICS 4

With Universal Analytics scheduled to stop data monitoring on July 1, 2023, begin enabling GA4 as soon as likely to confirm that year-over-year data will be offered when Universal Analytics data is no longer manageable. Set up dual tracking in both Universal Analytics and GA4 to allow time to confirm continuity of data while becoming aware with the new GA4. According to Google, historical Universal Analytics data will be available for at least six months; however, shifting to GA4 early will eliminate the requirement to conduct cross-platform data pulls and manual judgements during that period.

Make the change over to Google Analytics 4 today to shape the historical data that’s compulsory for you and your business before Universal Analytics stops processing. If you want more education on how to shift to GA4, you can find it in the Analytics Help Centre, or consult with your Performics account team.