Google Analytics 4 Review

Something new, something old, something blue…

Google Analytics 4 is the latest addition to the CXL Institute Digital Analytics Minidigree Program.

The instructor is Charles Farina (Analytics Pros), a Certified Web Analyst through the Digital Analytics Association.

The course is four hours long and split into eight lessons.

The first lesson is an introduction to Google Analytics 4: what is new, what is old, what you should watch out for. Lessons two to five explain details of the setup. Lessons six to eight are dedicated to reporting.

This course will teach you everything you need to get started with GA4 properties by providing hands-on experience.

Summary

• Introduction to Google Analytics 4
• Setup: Core Implementation
• Setup: Events and Conversions
• Setup: eCommerce and Privacy
• Conclusion

Before we start, let’s explain briefly why it’s called Google Analytics 4.

Number four in its name is just that: a number of the Google Analytics version.

First, there was Urchin, which is known as the first version of Google Analytics. Then we had Classic Analytics as version 2.

Since October 2012 we’ve been running Universal Analytics, or version 3.

And finally, Google Analytics 4 arrived in October 2020.

Introduction to Google Analytics 4

Previously, there were only two kinds of properties: Universal Analytics for measuring websites, and Google Analytics for Firebase for measuring mobile app activity.

But now, Google Analytics 4 property can collect both types of data.

This property was designed for all Analytics users:

• those who only have a website,
• those who only have an app,
• as well as those who have both and want to combine all their data in one place.

Users often switch devices or profiles as they interact with your website. The GA4 can “de-duplicate” users across data from different devices.

This means Analytics can measure a single user journey across devices based on the best available user identifiers.

How GA4 differs from Universal Analytics (GA3) and what to watch out for

The GA4 has a new way of collecting and processing data:

Rather than using a session-based model, which groups user interactions within a given time frame, it uses an event-based model, which processes each user interaction as a standalone event.

In GA4 properties, you can still see session data, but Analytics collects and stores user interactions with your website or app as events.

Events provide insight on what’s happening in your website or app, such as page views, button clicks, user actions, or system events.

Events collect and send information that can specify the action the user took or add further context to the event or user.

This information could include things like the value of purchase, the title of the page a user visited, or the geographic location of the user.

Why and when you should start using GA4 (and what it means for your existing implementation)

The latest Analytics experience is fully operational today, but new features and innovations are still being added.

So, yes: you should add a Google Analytics 4 property for a website that already uses Universal Analytics. But, it could be wise to keep both of them for some time.

Your GA4 property only collects data going forward. To see historical data, you have to use the reports in your Universal Analytics property.

Assuming that you have been using GA at a more advanced level, you know how to pull data you need for your business or your client’s business, you will need some time to switch completely to GA4.

The data model has changed: we only have events available now. You’ll need to remodel your whole data structure to have the same data available in the system as well.

If you use Google Analytics for apps — Google Firebase — you don’t have to make any changes to your account. Google Firebase properties are now Google Analytics 4, with all the historical data.

Google suggests that if you are completely new to analytics you should get started with the latest property type right away. The GA4 property is now the default Analytics, so if you want to install Universal Analytics too, you have to do it via advanced options.

What extremely valuable feature that used to only be available in GA360 (paid version) is now available for free?

BigQuery Export is an extremely valuable feature that used to only be available in GA360. So what once was a paid version is now available for free.

With the BigQuery Export you can:

• Export your Analytics data to BigQuery so you can securely store your data in the cloud,
• Combine it with data from other sources,
• Run queries across all your data sets, and
• Move your data to any other system where you want to use it.

If you want to learn more about GA4 and BigQuery, check this video tutorial:

Google Analytics 4+ BigQuery — Setup, data integration with BigQuery and Data Schema

There is another advanced feature available in GA4 called Analysis.

You can interpret your data with greater freedom using the Analysis tool. Use a variety of techniques, like funnel analysis, path analysis, and exploration to uncover insights.

With Analysis, you can drag and drop the dimensions and metrics you’re interested in. You can also filter, segment, sort, and refactor your data to home in on the insights you care about.

Analysis lets you easily configure and switch between several powerful techniques to better understand your data. These techniques include:

• Exploration
• Funnel analysis
• Path analysis
• Segment overlap
• User explorer
• Cohort analysis

If you want to find a specific report or insight, use the search box at the top of your Analytics account. When you select the search box, you’ll also see recent searches and reports you’ve opened.

Search is available in all languages supported by GA4 properties in Google Analytics.

Resources for further reading:

• Measure chat
• Charles Farina’s Blog
• Data blog — Krista Seiden
• Ken Williams Blog
• Google Analytics 4 Guide
• GA, GTM: Simo Ahava’s help docs

Setup: Core Implementation

Here is a step-by-step video tutorial of how to upgrade to GA4

Additional resources:

• Google Analytics 4 — Account architecture options
• Google Analytics 4 VS Universal Analytics
• Google Analytics 4 — First-time user guide
• Google Analytics 4 Guide

Setup: Events and Conversions

Events work very differently than Universal (GA3). Automatic measurement will need additional configuration to make it useful.

How to track Events in Google Analytics 4:

Conversion tracking in Google Analytics 4:

eCommerce

Google Analytics 4: Ecommerce Guide For Google Tag Manager

Privacy

Privacy controls in Google Analytics — Analytics Help

Google Signals and Privacy in Google Analytics 4

Conclusion

You should set up a new GA4 property alongside your existing properties. It’ll be a while before the new Google Analytics 4 is widespread enough to eliminate the need to continue using those legacy properties.

Don’t skip learning “old” GA. Everything you learn will provide value as the new GA4 follows a lot of the same patterns and paradigms.