This weekend is the official shift from Universal Analytics (UA) into Google Analytics 4 (GA4) across the globe. This means that UA will stop processing data on July 1 and GA4 with be moving in as Google’s sole analytics platform. We are anticipating significant change in the way businesses collect and analyze data about their customers’ behavior. With this monumental update, it’s important to take the necessary steps to ensure you do not experience any lull in tracking and understand what these changes will mean for your analytics moving forward. 

 

What You Need To Do 

 

Updated tracking code 

With the transition to GA4, it’s crucial to update your website or app’s tracking code. Replace the UA tracking code with the GA4 tracking code snippet to ensure uninterrupted data collection and analysis. Visit this helpful article to see step-by-step instruction on how to update this.  

 

What Can You Expect From GA4 

 

Event-driven data model 

GA4 operates on an event-driven data model, which means that events play a central role in tracking user interactions and behaviors. Events are categorized into predefined and custom event parameters, providing marketers with more flexibility and granularity in data tracking. 

User-centric measurement  

Providing a user-centric view of data, GA4 allows marketers to understand user behavior across devices and platforms. It enables the tracking of user properties, user engagement, and user lifecycle metrics, enabling a deeper understanding of customer journeys. 

Enhanced cross-device tracking 

Google’s new analytics has improved cross-device tracking capabilities, enabling marketers to follow users as they switch between devices and platforms. This feature provides valuable insights into multi-device user behavior and engagement, helping marketers optimize their campaigns accordingly. 

 AI-powered insights  

Incorporating machine learning and artificial intelligence, GA4 delivers automatic insights and predictive metrics. These features can help marketers uncover valuable trends, predict user behavior, and make data-driven decisions more efficiently. 

Funnel analysis and pathing  

GA4 introduces enhanced funnel analysis and pathing capabilities. Marketers can analyze user journeys, identify potential drop-off points, and optimize conversion paths to improve overall performance and user experience. 

Enhanced data control and privacy  

This update places a stronger emphasis on data control and privacy. It offers more flexibility and options for managing data collection and consent mechanisms, enabling marketers to align with privacy regulations and user preferences effectively. 

Customization and data export 

There are customization options that come with GA4, such as custom dimensions, metrics, and audiences, allowing marketers to tailor their data collection and reporting to their specific needs. Additionally, GA4 offers BigQuery integration, which facilitates more advanced data analysis and export capabilities. 

 

Want to dig in further? Additional learning resources and support can be found here. Stay updated with the latest GA4 documentation, guides, and resources provided by Google. Google also offers support channels and a community of experts to assist marketers during the transition and help them make the most of GA4’s features. If you have any additional questions, do not hesitate to reach out to our digital experts today!