What is New in Google Analytics 4?

On July 1, 2023, standard Universal Analytics (UA) properties will no longer process data. You’ll be able to see your UA reports for a period of time after July 1, 2023. However, new data will only flow into Google Analytics 4 (GA4) properties.

With this change, comes challenges. Below you will learn what is new in GA4 and tips on how to get you started before July 1^st comes.

What is new in GA4?

The latest update, Google Analytics 4, brings a lot of new features and improvements.

1. Integrated web and mobile reporting

The best thing about Google Analytics 4 is that it gives you combined mobile and web data in a single Analytics property. With Universal Analytics, you would have to look at both channels separately in different properties, but GA4 allows for more robust cross-device and cross-platform tracking. The result is a clearer picture of how users interact with your website or app, leading ultimately to better marketing and product design decisions.

2. Keep Track of Events Without Codes

GA4 offers automatic event tracking for some user activities, like page views, scrolls, outbound clicks, site searches, video interactions, and file downloads. You don’t need to add code or set up event tracking in Google Tag Manager. Just ensure that “Enhanced measurement” is activated in your GA4 interface.

3. Get AI Artificial Intelligence Insights and Predictions

Thanks to machine learning, Google Analytics 4 properties can extract meaning from data and identify trends that otherwise go undetected. Technology like this can help you predict consumer market trends, such as increased demand for a particular product or service. With this data, businesses can make more informed decisions about where to focus their marketing efforts. Thereby recognizing customer needs earlier and tailoring marketing efforts accordingly.

Tips to Help Get You Started

1. Analyze the way you use Universal Analytics

As you prepare to switch to GA4, take stock of what data you are currently collecting and how your organization uses that data.

2. Make a note of the enhancements you’ve made

Take inventory of any customizations or enhancements carried out on your UA installation.

3. Transfer your UA goal metrics over to GA4

Once you’ve identified which metrics to track, figure out the best way in GA4. Sometimes, it might just be changing the language or labels.

4. Compare GA4 goals to your current UA marketing goals

Please wait a month for your new GA4 system to collect and measure data and compare it to your UA results. Given the significant differences between the two systems regarding data collection, metrics measurement, and ROI calculation, it might not be possible to compare them one-to-one.

5. Continue customizing your GA4 Property

There is no denying that GA4 offers more business reporting, automated reports, and dashboard creation options than its predecessor. However, you will still need to work to analyze and customize every dashboard and report to make sure it accurately reflects your data. Dashboard customization is a critical step that should not be rushed.

6. Analyze more than just your website’s analytics

With GA4’s new features, you can uncover hidden patterns and trends, gain a deeper understanding of your customers and even go beyond your website data.

7. Plan ahead

GA4 offers more advanced features, which means there will be a learning curve and potential bumps during the switchover. So, before you switch, check that you have allocated enough resources and time for migrating your data and getting used to the new system. A successful shift will require technical skills, alignment, and collaboration between your team members.

In 2023, the internet has come an essential to a business, therefore, website analytics are becoming an important tool to understanding your audience.