For years, Google Analytics has been the go-to platform for businesses to measure their website performance and user behavior. Since the introduction of Google Analytics 4 (GA4) in October 2020, the digital world is facing a significant change. Many businesses are still using Universal Analytics, but Google will discontinue this system completely starting in July 2023. So the big question is: Have you already switched to GA4? In this blog, we discuss why the switch is important and what GA4 has to offer you.
What is Google Analytics 4?
Google Analytics 4 is the latest version of Google’s analytics platform, designed specifically to better handle current and future privacy and cross-platform tracking challenges. Unlike Universal Analytics, which focused primarily on sessions and pageviews, GA4 focuses more on users and events. This makes it a more flexible and powerful tool for tracking user interactions across devices and platforms. GA4 also offers enhanced data analytics capabilities, such as machine learning-based insights and better predictive power, giving you deeper insights into your visitors’ behavior.
Why Should You Switch to GA4?
1. Universal Analytics Being Discontinued
The main argument for switching to GA4 is simple: Universal Analytics (UA) will soon be phased out. As of July 2023, UA will no longer process data, which means you can no longer collect new data through this platform. If you haven’t switched to GA4 by now, you won’t get any new insights into your users’ behavior from then on. So the transition is essential to ensure that you don’t miss out on valuable data.
2. Better Cross-Platform Tracking.
GA4 was built for a world where users use multiple devices and channels to interact with your brand. Where UA was limited to tracking interactions on a single platform (usually a website), GA4 allows you to seamlessly track user behavior across websites, mobile apps and other digital touchpoints. This means you get a much more complete picture of the customer journey, which is crucial for optimizing your marketing efforts.
3. More Focus on Users and Events
Universal Analytics bases its reports primarily on sessions, but GA4 shifts the focus to events and users. This means you can track and analyze specific user actions (such as clicking a button or making a purchase) much more easily. This change gives you more flexibility and precision in tracking key KPIs, such as conversions and interactions. This user-centric approach allows you to gather more meaningful insights about how people are using your website or app. This helps optimize the user experience and increase conversions.
4. Machine Learning and Predictive Insights.
Another great advantage of GA4 is the integration of machine learning technology. This technology not only helps you analyze historical data, but also provides predictive insights. For example, GA4 can predict which users are most likely to make a purchase, or which users are most at risk of dropping out. This makes your data analysis more proactive, allowing you to make better decisions and create targeted marketing campaigns.
5. Privacy and Future-proof
At a time when privacy laws such as the GDPR are becoming more stringent, GA4 offers more robust privacy management capabilities. GA4 is designed to rely less on cookies and IP addresses, and it offers better controls for anonymizing data and managing permissions. This makes the platform more future-proof at a time when privacy plays an increasingly important role.
How Do You Switch to GA4?
Switching to GA4 can seem complex at first, but Google provides tools and documentation to guide you. Setting up a new GA4 prop is easy, but it is important to do so as soon as possible to build historical data. Universal Analytics and GA4 can run side by side for a while, giving you time to get used to the new interface and reports. It is also advisable to train your team on how to use GA4, as the reports and interface are significantly different from Universal Analytics.
Conclusion
Google Analytics 4 is not just another update to Universal Analytics; it is an entirely new way of working with data. The focus on users, machine learning, cross-platform tracking and privacy ensures that GA4 is a better fit for today’s and tomorrow’s challenges. With Universal Analytics ending soon, it’s crucial to make the switch to GA4 now and make sure you don’t miss out on valuable data. Are you already transitioning to GA4?