Viva Digital is a Sunshine Coast digital marketing agency specialising in SEO and Google Ads. Google Analytics finished its switch from Universal Analytics (UA) to GA4 on 1 July 2023, when standard UA reporting stopped. This article looks at what that change means now, well after the cut-off, and what a business still catching up needs to check in its GA4 setup.
What is GA4?
GA4 is the latest version of Google Analytics, which uses a new tracking code and data model compared to UA. The GA4 tracking code uses the Global Site Tag (gtag.js) script, which allows tracking across multiple devices and platforms, including mobile apps. The data model in GA4 is also event-driven, which means that it can track interactions beyond pageviews, such as video plays, file downloads, and scroll depth.
Why the Switch?
The switch from UA to GA4 is driven by several factors, including the changing digital landscape, user privacy concerns, and the need for more sophisticated data analysis. UA was released in 2012 when desktop and mobile web were the dominant digital channels, and cookies were widely used to track user behaviour. However, in recent years, users have shifted to mobile apps and other devices, and browser privacy settings have become stricter, limiting cookie-based tracking. GA4 addresses these changes by providing a more comprehensive view of user behaviour and better integration with other Google products, such as Google Ads and BigQuery.
What are the Benefits of GA4?
GA4 offers several benefits over UA, including:
- Cross-device tracking: GA4 can track users across multiple devices and platforms, including mobile apps, websites, and other devices.
- Privacy-focused tracking: GA4 uses machine learning algorithms to fill gaps in data caused by user privacy settings, providing a more complete view of user behaviour while respecting user privacy.
- More advanced data analysis: GA4 provides more detailed and flexible data analysis options, such as enhanced measurement, custom metrics, and custom dimensions.
How to Prepare for the Switch?
If you’re currently using UA, you should start preparing for the switch to GA4 by taking the following steps:
- Set up GA4 property: Create a new GA4 property alongside your UA property, so you can start collecting data in both versions.
- Familiarise yourself with GA4: Learn about the new features and data model in GA4 and how it differs from UA.
- Plan your migration: Plan your migration from UA to GA4, including identifying the key metrics and reports you need in GA4 and setting up conversion tracking.
- Implement GA4 tracking: Implement the GA4 tracking code on your website and mobile app, alongside your UA tracking code.
- Test and validate: Test and validate your GA4 implementation, including checking that data is being collected correctly and that reports are generating accurate insights.
The switch from UA to GA4 represents a significant change in how Google Analytics tracks user behaviour, and it’s essential to prepare for it to ensure that you continue to get valuable insights from your data. By setting up a GA4 property, familiarising yourself with the new data model, and planning your migration, you can make a smooth transition to GA4 and take advantage of its many benefits.
