Google Analytics 4 – the next step in web metrics

Google Analytics 4, Update (March 2023): We have compiled all important dates in a new article and will continue to amend this article as updates are released from Google – GA4 Important Dates and Key Updates.

Way back in November 2005, Google introduced Universal Analytics – eventually becoming the go to platform for collecting and organising user data. Since then, various versions have been released with updates including new metrics and tracking capabilities which have improved how we view and use the data. But, what’s next?

Enter Google Analytics 4(or GA4 or Web + App as you may have seen it referred to as), the next step in free reporting to be fully rolled out by July 2023 (so be ready). We’re here to discuss the benefits, any disadvantages and offer our advice on when you should get going with this new tool.

Benefits – what’s better about GA4 vs UA?

Bigger focus on user journey

While Universal analytics focused on metrics like page views and sessions, Analytics 4 is based around users and their interactions. These are now captured solely as events, which means you can use one set of metrics to easily track data across both websites and apps. This helps to complete the view of how your users are interacting with your business across digital channels. For better reporting and ad targeting, you can even allocate an ID to different users and allow Google to deduplicate users across devices. This helps reduce wasted ad spendtargeting the same users on different devices.

Better predictive capabilities and audience integration

With the phasing out of third-party cookies, GA4 relies on Artificial Intelligence to fill the gaps and predict outcomes in user behaviour. For example, it can help predict how much revenue could be earnt from a particular segment. These insights can help you target higher value audiences and predict future actions they may take – increasing your ROI.

Google have vowed to continue developing new predictive metrics, so this should only get easier and more accurate with time.

More flexible data collection and reporting

Conversions and event tracking have become an important tracking feature in Analytics, and with this 4th iteration it is easier than ever. Various event tracking has been set up automatically and can be enabled or disabled depending on your needs, such as the ability to track outbound clicks, meaning no matter what your target conversions are you are able to track them successfully across devices. There is a limit of 500 events, however you can include 25 custom parameters for each event. This means the actions are more accurate, and the data more customised to your goals.

Improved privacy management

As Analytics 4 is less dependent on tracking cookies, they have provided privacy and data controls to help comply with General Data Protection Regulations (GDPR)or the California Consumer Privacy Act (CCPA). This makes collecting, retaining, and using your analytics data easier and more compliant.

Free connection to BigQuery

Previously, BigQuerywas one of the big differences between the free and paid versions of Analytics. Now GA4 offers a free connection, enabling very large and complex data sets to be searched, sorted, and queried quickly and easily.

Disadvantages – is GA4 ready yet?

Still very new and being developed

Having been initially released in October 2020, Google Analytics 4 is still very new and under development. This means functionality is still changing and being updated constantly, and there are no guarantees certain features won’t be scrapped or added in the future. The flip side of this is we can assume they will aim to make improvements rather than removing useful features, so, there is no harm in getting to know the current system now.

Steep learning curve

With so many new and exciting features to help us track, it’s no surprise it may take a while to get to grips with GA4. With a completely new dashboard, less menu options, a new display, new reporting views and the previously mentioned improved event tracking, there is plenty to learn and implement to successfully use the new tool.

Don’t know where to start? Take a look at this helpful guide from Googleon using the new features of Google Analytics 4, or contact usfor support from our analytics experts.

Time consuming

If only everything was a quick fix! Unfortunately, switching to GA4 can be a slow process. Firstly, no historical data will be available. It will not automatically import data from GAU and migrating this data will take time. The alternative is to wait for a backlog of data to be recorded in the new platform, which obviously takes time. If you are wanting to compare data with a previous year, this will mean collecting data for a year without being able to compare. Luckily, as Universal analytics will still be around for a whileyou can still use that data while you make the switch.

Next Chapter’s verdict on Google Analytics 4

With the plethora of benefits from the new platform, it’s clear to see why businesses should be thinking about implementing Google Analytics 4. We advise doing this as soon as possible to minimise the potential disadvantages, and then using both GA4 and GAU in tandem. This means you can continue tracking on Universal Analytics as you have been, while learning all there is to know about the new features and allowing GA4 to start recording some data for historical comparisons.

Google has given a date of July 2023for when it will stop supporting GAU, so it is important everyone has switched over by this date at the latest. Ideally, due to the lack of historical data, we suggest making this switch before July 2022. This way you have a minimum of 1 year of data when Google finally move on from Universal Analytics.

Another benefit to getting started with GA4 early is that all new developments will focus on this rather than Universal, so you can be aware of new features as soon as they are deployed.

So, use both while you can and get learning and recording data . It will give you access to more information, as well as efficient ways to act on those insights and help future proof your business. Just be prepared for July 2023.

It’s great, but how do we upgrade to GA4?

Follow this simple guide:

• Go to ‘Admin’ within your current Analytics property. • Click ‘GA4 setup assistant’. • Follow the on-screen instructions! You can either create a new GA4 property or link to an existing one. • Having trouble? Contact usfor support from our analytics experts. • Please note: If you already have the ‘web + app’ property, you do not need to upgrade as you already have access to GA4 as it is a new name.