The New Google Analytics - Five Things You Need to Know Now

Top 5 Resources for Transitioning to Google Analytics 4 and readying your organization for predictive analytics

Estimated reading time: 3-5 mins

Google Analytics has a new method of measurement and a new name—Google Analytics 4.

While it promises to deliver improved insights for decision making, it also requires a significant amount of setup just to get the reports you’ve always gotten. In this article, we outline the new capabilities and walk through the set-up steps digital marketers will need to get up and running. We also point you to Google's detailed resources for implementation.

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1.???What is Google Analytics 4?

?Google hails GA4 as the future of measurement, using predictive analytics to provide insights and to drive decision making. Here are a few of the newest features to be mindful of:

• Collects both website and app data to better understand the customer journey
• Uses “events” instead of session-based data, allowing for greater comparison of data from multiple sources
• Includes privacy controls such as cookie-less measurement, and behavioral and conversion modeling, helping you meet user expectations around protection of their information and data
• Offers guidance through “predictive capabilities,” automatically providing insights to aid your decision-making

Read Prepare for the future with Google Analytics 4: https://blog.google/products/marketingplatform/analytics/prepare-for-future-with-google-analytics-4/

2.???How is Universal Analytics different from Google Analytics[MD5]?[MD6]?[MD7]??

The main difference comes from a fundamental shift in how GA is tracking site activity. In GA4, every type of hit is an “event,” allowing for comparison across multiple types of site activities that were previously tracked separately. The switchover comes with a learning curve, however, and you may need to read deeper into the details to figure out such things as:

• How do hits, tracked in Universal Analytics, differ from events, tracked in Google Analytics 4?
• Why might sessions counts appear lower or active user counts appear higher in GA4?
• How can I obtain a singular view of users across app and web??

?Read: [UA→GA4] Universal Analytics versus Google Analytics 4 data https://support.google.com/analytics/answer/9964640??

3.???Are the metrics in Google Analytics 4 the same as those I’ve been using in Universal Analytics?

?While Universal Analytics focuses on total users, the primary metric in GA4 is active users, a metric that did not exist in Universal. This article explains the extent to which you can and cannot compare metrics between Universal Analytics and Google Analytics 4. Understand the differences between pageviews and views, sessions and session starts, goals and conversion events, and more.

?Read [UA→GA4] Comparing metrics: Google Analytics 4 vs Universal Analytics: https://support.google.com/analytics/answer/11986666

4.???What will I need to do to switch to GA4?

Many of the baseline reports in Universal Analytics were readily available with little to no action required by the user. In Google Analytics 4, some baseline reports will only be accessible with additional configuration. With Google’s Help Center, the Set Up Analytics topics provides 20 articles to assist you in this effort.

Most importantly, you’ll want to get your organization’s GA4 account up and running now, so when UA stops collecting data on July 1, 2023, you have some historical data logged. We recommend turning on “Enhanced measurement” immediately. This will ensure GA4 is automatically collecting data like page views, scrolls, outbound clicks, site search, video engagement, and file downloads.

?Read Set Up Google Analytics: https://support.google.com/analytics/topic/9303319

5.???How can I be sure I’ve covered all my bases for switching to Google Analytics 4?

Google Analytics 4 is a completely new interface that will require some learning for members of your team to implement and manage effectively. Google provides multiple self-service options for users of standard Google Analytics 4 properties:

• Access free training through Google’s Skillshop
• Explore GA4 and practice creating reports in the Analytics Demo Account
• View live and on-demand content from experts through Google’s Marketing Platform Academy

?Read Google Analytics 4 training and support: https://support.google.com/analytics/answer/11828307

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Need help understanding Google Analytics 4 or configuring your properties, so you get the most of this powerful tool? Interactive Strategies wants to help! Contact us today for a consultation.