Google Analytics is a powerful tool that provides invaluable insights into website and app performance, user behaviour, and marketing effectiveness.
Google Analytics’ newest version, GA4 – Google Analytics 4, is completely phasing out the previous ‘UA – Universal Analytics version.
As of the 1st of July 2023 Universal Analytics (UA) will stop tracking data completely. Six months later, all of the data on Universal Analytics will be deleted.
So why the switch? And what is different about GA4?
So, why has Google made the switch to GA4?
UA was built in a time that was very different to today’s digital world.
Back then, the new version of Analytics in 2012, replaced its predecessor Urchin, which was around back in 2005. But in the world of the internet, 10 years is a long time.
Google Analytics 4 was developed to address the evolving digital landscape, privacy concerns, and the rise of cross-platform user behaviour.
With UA, tracking user interactions across different devices and channels could be fragmented, making it challenging to gain a holistic view of user journeys. GA4 provides a more comprehensive and future-focused approach to tracking and analysing user behaviour.
One of the big changes in today’s digital world are the data privacy laws. With general privacy concerns, the highly publicised issues with data security and social media and the GDPR, the requirements for website tracking has changed significantly. Hence where GA4 comes in.
What are the differences between Universal Analytics and GA4? 🔍
Enhanced Cross-Platform Tracking
One of the major differences between UA and GA4 is the focus on cross-platform tracking. GA4 uses an event-based model, allowing businesses to track user interactions across websites, apps, and even offline touch points. This means you can gain insights into how users engage with your brand across different platforms, providing a more complete picture of the customer journey.
Improved User Privacy 🔐
Privacy is a growing concern in the digital landscape, and GA4 is designed to align with stricter data protection regulations. It introduces enhanced privacy features, such as data deletion controls, consent mode, and the ability to customise data retention settings. These features empower businesses to prioritise user privacy and comply with data protection requirements.
AI-Driven Insights
GA4 leverages machine learning and artificial intelligence (AI) to provide advanced insights and predictive analytics. It automatically detects trends, identifies opportunities, and offers recommendations to improve marketing performance. The AI-driven insights in GA4 can help businesses make data-backed decisions and optimise their marketing strategies more effectively.
Streamlined Reporting and Analysis 🔎
GA4 introduces a new interface and reporting structure that simplifies data analysis. It offers pre-built templates, data exploration tools, and customisable dashboards, making it easier to access and visualise important metrics. The streamlined reporting and analysis capabilities of GA4 enable marketers to extract actionable insights and monitor key performance indicators more efficiently.
Event-Driven Tracking
Unlike UA’s focus on page views, GA4 focuses on events. Events allow businesses to track specific user actions, such as button clicks, video views, or downloads, providing granular insights into user behaviour. This event-driven tracking approach in GA4 offers more flexibility and enables businesses to capture and analyse the actions that matter most to their objectives.
Future-Proofing Your Analytics
With Google’s focus on GA4, it is clear that the platform is the future of Google Analytics. While UA will still be supported for some time, transitioning to GA4 ensures that you stay ahead of the curve and benefit from the latest advancements and features. Starting early with GA4 allows you to adapt and optimise your analytics setup for the changing digital landscape.
