Google Analytics 4: Preparing for the final changeover
Since October 2020, two Google Analytics versions have been in use in parallel, the old Universal Analytics (UA) and the new Google Analytics 4 (GA4). Due to major differences in data structure and user interface, the new version has aroused a lot of resistance among users. However, since the definitive discontinuation of the old version has been announced for mid-2023, all website owners must prepare for GA4 now at the latest. Learn more about the most important differences between the versions here.
Why Google Analytics 4?
The main reason for upgrading the platform to GA4 is the gradual change in user expectations and the rise in privacy awareness.
Users are more cautious with the internet nowadays than in the past. They often reject cookies and data collection to protect their privacy. This leads to gaps in user data that prevent Universal Analytics from fully tracking user behaviour.
With the new data collection model and predictive metrics of Google Analytics 4, the customer journey can now be captured/predicted in a privacy compliant way (independent of selected cookie settings and without capturing IP addresses).
The most important changes
Google Analytics 4 at a glance
Data structure
In the UA version, the focus of data collection is on sessions, each of which consists of several user interactions (page views, transactions, events, jumps, etc.). In GA4, on the other hand, all forms of interactions are identified as events, so that events and their parameters can be flexibly defined according to the business context.
User interface
The changed user interface of GA4 may cause confusion at first glance, but after getting used to it, it is often found to be more user-friendly. There are not so many reports available here at the beginning - first you have to define events to be tracked.
Improved user tracking
User behaviour can now be determined across websites, web apps, devices and platforms via so-called "data streams". This enables a complete perception and analysis of the user journey.
Machine Learning
From the existing data, Google Analytics 4 can make predictions for the future behaviour of users and thus improve data analyses. In addition, predictive metrics allow intelligent addition of data that the user has not consented to collect.
Upgrade now
f you have not yet ventured into GA4, you do not have much time left. Early set-up is important so that you already have a relevant database after the UA is set. For a timeline of the final changeover, see the link: https://support.google.com/analytics/answer/11583528?hl=de
If you are interested in the topic, please contact us. We will be happy to support you with the set-up, including customising and training for Google Analytics 4. Call us on +41 43 255 68 68 or send us a message.
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