Google Analytics 4 - what do I need to know?

Google Analytics 4 - what do I need to know?

A Q&A with Adam Leach, our Director of Consultancy, Technology and Innovation

If you use Google Analytics to report on insights for your business, then this is a really important post.

From 1 July 2023, Google Analytics is changing - and if you haven’t switched to the latest version by this date, you won’t be able to track new data and will lose access to old data in January 2024.

It’s time to take action

Here are the three essential takeaways you need to know:

1. On 1 July 2023, the current version of Google Analytics - known as ‘Universal Analytics’ - will stop recording data. You need to update to Google Analytics 4, or you’ll lose the ability to monitor data.

2. From this date, you’ll have six months to gather old data, and then it’ll be gone for good. All historical reports should be exported before then.

3. If you created a Google Analytics tracking code before 14 October 2020, it’s likely you’re running on Universal Analytics - but it’s vital to check to be sure.

Need assistance migrating to Google Analytics 4?

We can make this a quick and hassle-free job, while also setting you up for success going forward. The change offers a valuable opportunity to implement better monitoring and measurement processes.

Our Director of Consultancy, Technology and Innovation, Adam Leach, explains why this change has come about.

First things first - why exactly is Google getting rid of Universal Analytics?

In its simplest terms, Google Analytics 4 (GA4) is an upgrade. Pitched by Google to be ‘a new kind of tracking code designed for the future of measurement’, it collects event-based data from websites and apps. ‘Event-based’ is a key term - more on that in a moment.

GA4 promises to deliver the next generation of analytics. You will be able to better understand the customer journey across your website or app, and access behavioural and conversion modelling. What’s more, predictive capabilities will offer guidance without complex models, and you’ll be able to integrate directly with media platforms to help drive action on your website or app.

Regardless of pros and cons, GA4 is coming - so those using Universal Analytics (UA) have no choice but to embrace this new upgrade.

So, what’s the main difference between GA4 and UA?

The main difference is that GA4 uses event-based data rather than session-based data. Whereas UA measures session and page views, for instance, GA4 measures events and parameters. Why is this?

The new event-based model is much more user-centric. Essentially, it lets you measure a specific interaction on your website or app. In contrast to UA, every interaction in GA4 is classed as an event - offering a flexibility that wasn’t available in the old model. From measuring when someone loads a webpage, to clicking a link, completing a purchase, or even assessing a system behaviour - such as when an app crashes - all these events can be reported on.

GA4’s customisable parameters mean it can also provide further details about an action that the user took, or add further context to the event.

To make the most of GA4, it’s essential businesses put the time and effort in setting up these events and parameters correctly. But the new model has the potential to really help you understand what’s driving action from leads and customers.

And from 1 July 2023, you won’t be able to use UA?

There will be a short period of time when you’ll be able to see your UA reports, but - critically - UA properties will stop processing data from this point. So, if you’ve not migrated to GA4, you won’t be able to report on any insights after 1 July 2023, as you will lose all website tracking abilities. For B2B marketing professionals, this is simply not an option - which is why migrating before the change is so important.

Is the same true of Analytics 360 properties?

You’ve been given a slightly longer grace period - you’ve got until 1 July 2024. But when comparing the effectiveness of campaigns, most teams understandably will want to review data against the previous 12-month period. That’s why we’d still recommend you upgrade to GA4 as soon as possible.

OK, I’m convinced! But what does migrating to GA4 involve?

Google knows what it’s doing, and has fortunately made this a relatively straightforward process. It talks you through adding a GA4 tracking code to a site that already has Analytics here. The trick is tailoring the new reporting model to align with your business needs, so you can quickly report on the insights that really matter.

Help - I’m still feeling a bit overwhelmed!

Don’t panic. It can feel a lot to manage, but this is actually a perfect time to reassess how you're measuring the performance of your marketing campaigns, websites and apps. Think of it as an opportunity to implement changes that will help your business better track the entire customer journey, so budget and energy can be focused on the areas driving conversion rates.

If you have any questions, I’ll be more than happy to answer them. Drop me a message on LinkedIn or fill in the form below, and we’ll make sure you’re good to go for GA4.