Google Analytics 4 is Taking Over: Everything You Need to Know
Google Analytics has been the cornerstone of website performance tracking for over 17 years. Now, it's time to bid farewell to Google Analytics Universal Analytics (UA) and embrace Google Analytics 4 (GA4). This transition, effective from July 1, 2023, marks a significant shift towards a more future-proof analytics platform.
Why is This Change Happening?
The transition to GA4 is driven by evolving user privacy laws and the decline of third-party cookies. Launched in 2005, Universal Analytics was designed for a different era of the internet. Today’s digital landscape demands a more versatile and privacy-focused tool, which GA4 promises to deliver.
What is Google Analytics 4?
GA4, launched in October 2020, offers a range of new features as well as improvements over Universal Analytics:
• Cross-Platform Tracking: Seamlessly track data across websites and applications on both desktop and mobile.
• Cookie-Free Functionality: GA4 operates without the need for cookies.
• Enhanced Customisation: Temporarily or permanently exclude users based on specific conditions as well as behaviours for more precise analysis.
• Event-Based Tracking: Monitor interactions with up to 500 specific event types, providing richer engagement data than Universal Analytics.
• Advertising Integration: GA4 integrates smoothly with Google’s advertising platforms, significantly enhancing campaign performance and return on investment.
For a detailed comparison between GA4 and Universal Analytics, click here.
What Does This Mean for Your Business?
With the phasing out of Universal Analytics, businesses must transition to GA4 promptly. Despite having over a year for the complete switch, the new system's complexity requires early adoption for a smooth transition. Early adopters can start gathering valuable data sooner and also gain a competitive edge. Additionally, businesses need to export historical data from Universal Analytics to GA4. For assistance, click here.
How to Check Your Analytics Version:
Follow these steps to determine which version of Google Analytics you are using:
• Log in to your Google Analytics account.
• Check the property column in the Admin section.
• If you see "GA4 Setup Assistant," you are using Universal Analytics.
Wrapping Up
Google Analytics 4 is set to revolutionise data tracking significantly in the coming years. If you haven’t transitioned yet, now is the time to do so.
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