Are You Google Analytics 4 Ready?

If you are already using Google Analytics then chances are you are aware of the significant changes coming this year. From 1st July 2023, Google’s Universal Analytics will stop recording website data. At this point, the new version, Google Analytics 4 (GA4) will be the only way to track new data through your Google Analytics account. Data in Universal Analytics will continue to be in place for six months after the grace period. The data will not be accessible following the grace period.

Whilst the announcement was somewhat controversial amongst marketers due to the forced changeover, we’ll explore the differences between GA4 and Universal Analytics and discuss what you can do to prepare for the switchover.

What is Google Analytics?

Google Analytics is a web analytics service offered by Google that helps businesses to track and analyse website data. It provides insights into user behaviour, engagement levels, and more. Universal Analytics (UA) was the first version of Google Analytics, released in 2014. It’s still widely used today but will be phased out over the coming year in favour of the new Google Analytics 4.

The UK has 1.7 million Google Analytics users and it is used by approximately 55.49% of all websites globally, so this represents a monumental shift. It is also worth noting that some countries felt Google Analytics violated GDPR, so GA was banned in France, Austria, and Italy. Although, Google Analytics 4 is said to address these issues to keep up with privacy laws across various countries.

What is Google Analytics 4?

Google Analytics 4 (GA4) was launched in 2020 and is the newest version of Google Analytics. It offers a range of improvements over its predecessor, including enhanced data collection tools and improved machine learning capabilities. Additionally, GA4 integrates with other platforms such as BigQuery, Google Ads, and Google Marketing Platform – allowing users to easily gain insights across all of their campaigns.

What is the Difference Between UA and GA4?

The biggest difference between UA and GA4 is that the latter focuses on event-driven data collection. This means that rather than relying on page views to understand user behaviour, GA4 collects data based on interactions with individual web pages, products, or services. Additionally, it supports additional features such as cross-device analysis, enhanced ecommerce tracking, and user-centric attribution models.

So How Can You Get Ready for the Switchover?

The switch from Universal Analytics to GA4 will require some preparation on your part. Here are a few steps you can take to ensure a smooth transition:

• Set Up GA4 NOW: Create a new GA4 tracking code and install it on your website. This will allow you to start collecting data in both Universal Analytics and GA4, so you can compare the results side-by-side.

• Analyse Your Data: Take some time to analyse your existing UA data and compare it to the GA4 data that is being collected. This will help you to identify any discrepancies or changes that need to be made for the switchover.

• Set Up Event and Conversion Tracking: Make sure you set up event and conversion tracking in GA4 and determine which metrics are most important to your business. This will ensure that you can continue to track important user behaviour once the switchover occurs.

• Familiarise Yourself With GA4 Features: Get to know the different features of GA4 and take advantage of its powerful reporting capabilities. This will help you make better-informed decisions on how to optimise your website for performance.

How to Transfer from Universal Analytics to GA4

The technicalities of transferring from UA to GA4 can be a little daunting. Google has provided an Analytics Upgrade Center with detailed instructions on how to make the switch, which we recommend you read before attempting any changes.

If you are still feeling unsure about making the transition yourself, then we can help by setting you up with a call with a member of our team to discuss your business and your current Google Analytics setup. Then, we will either get you GA4 ready or provide the consultation to guide you through getting it ready on your own. This includes appropriately setting up Google Analytics 4 tracking codes and making sure Google Tag Manager is properly configured.

A vital part of analytics is conversion and even tracking so you can see exactly what actions are providing value on your site. We can also get this set up so you can see exactly how your website is performing.

How to Use the New GA4 Metrics and Dimensions to Gain Valuable Insight

Google Analytics 4 offers a range of new metrics and dimensions that can help you gain valuable insights into your website’s performance. Some of the key metrics you should be aware of include:

• Active Users – This metric shows the number of unique users who have interacted with your website over a given period. It is a great way to measure user engagement.
• User Lifetime Value – This metric shows the total amount of revenue generated from a specific user over the course of their lifetime. It is an excellent way to evaluate the effectiveness of your marketing efforts.
• Views - This metric displays the number of page views for a given period. It is useful for tracking user engagement and can also be used to identify popular pages on your site in order to guide future SEO strategies.
• Bounce Rate – This metric shows the percentage of users who leave a page without interacting with it. It is an important indicator of user engagement and can help you identify potential issues with your website’s design.
• Engagement Rate – This metric measures how often users interact with your website content. It is an important indicator of user satisfaction and can help you identify areas for improvement.
• Conversions - This metric tracks the number of conversions (sales, sign-ups, etc.) from a particular page or action. It helps you measure the effectiveness of your website in achieving your business goals.
• Event Count - This metric shows the number of times a particular event has been triggered on your website. It can be used to track user behaviour and analyse how they are interacting with your content.

Conclusion

Universal Analytics and Google Analytics 4 are two powerful tools that can help you gain valuable insights into your website’s performance. While both have their unique benefits, it is important to understand the differences between them and how to make the transition from UA to GA4 as smoothly as possible. It is vital that this GA4 is set up and tracking correctly before UA is no more so be ahead of the game before it is forced upon you.