Google Analytics 4 Changes: What You Need to Know

Google Analytics 4 (GA4) is the latest version of the popular web analytics tool. It was officially released in October 2020, and since then, it has been making waves in the digital marketing industry. Compared to Universal Analytics, Google Analytics 4’s changes are numerous.  The new version offers a wide range of new features and capabilities that can help businesses gain deeper insights into their website traffic and user behavior.

One of the most significant changes in GA4 is the introduction of a new data model. Unlike the previous version of Google Analytics, which was based on sessions and pageviews, GA4 is based on events and user engagement. This means that GA4 can track more user interactions out of the box, including clicks, scrolls, video plays, and more. Additionally, GA4 offers more robust data privacy controls, allowing businesses to collect and analyze data in a more privacy-conscious manner.

Another notable change in GA4 is the integration of machine learning capabilities. GA4 uses Google's advanced machine learning algorithms to provide more accurate and relevant insights to businesses. For example, GA4 can automatically identify important user segments, such as high-value customers or frequent visitors, and provide insights on how to engage with them more effectively. Overall, GA4 is a powerful tool that can help businesses gain a deeper understanding of their website traffic and user behavior, and make data-driven decisions to improve their online presence.

Universal Analytics Synopsis

Universal Analytics is the current standard version of Google Analytics that will be replaced by GA4. It was introduced in 2012, shifting web analytics data storage from a local, cookie-based model to assigning device identifiers and storing data in Google’s servers. Universal Analytics was designed to track data from both websites and mobile apps, and it allowed tracking of user interactions across multiple devices.

One of the key features of Universal Analytics was the introduction of cross-device tracking. This was accomplished by using a unique identifier called the User ID. This allowed users to track the behavior of individual users across multiple devices, which was especially useful for ecommerce businesses.

Universal Analytics also provided users with a variety of reports and metrics to help them analyze their website traffic. These included reports on user demographics, traffic sources, and user behavior. Users could also create custom reports and dashboards to track specific metrics and key performance indicators.

Another important feature of Universal Analytics was the ability to track events. Events were user interactions with a website that were not pageviews, such as clicks on buttons or downloads of files. Users could track events using custom code or by using Google Tag Manager.

Overall, Universal Analytics was a powerful tool for tracking website traffic and user behavior. However, it has been replaced by GA4, which offers even more advanced features and capabilities.

Top 5 Changes with Google Analytics 4

Google Analytics 4 (GA4) is the latest version of Google's web analytics platform, offering new features and capabilities compared to its predecessor, Universal Analytics.  Here are the top 5 most important changes that businesses using Universal Analytics should be aware of when transitioning to GA4:

1. Data Streams. In Universal Analytics, data was collected into views. In Google Analytics 4, data is collected into data streams. A data stream is a collection of data from a single source, such as a website or mobile app. Each data stream has its own unique identifier, which is used to track and manage the data.

2. All Hit Types Become Events. In Universal Analytics, there were four different hit types: pageviews, events, transactions, and social interactions. In Google Analytics 4, all hit types are now events. This means that all data is collected as events, regardless of the type of interaction.

3. Fewer Standard Reports, Easier Ad Hoc Analysis. In Universal Analytics, there were a number of standard reports that were available out of the box. In Google Analytics 4, there are fewer standard reports. This is because Google Analytics 4 is designed to be more flexible and customizable. Users can now create their own custom reports using Explorations.

4. Goals Become Conversions. In Universal Analytics, goals were used to track conversions. In Google Analytics 4, conversions are still tracked, but they are now called conversions. Conversions are still defined by the user, but they can now be tracked across multiple devices and platforms.

5. Enhanced Privacy Controls. Google Analytics 4 has enhanced privacy controls that allow users to control how their data is collected and used. Users can now opt out of having their data collected for analytics purposes.

Overall, GA4 represents a significant step forward in web analytics, offering new capabilities and insights to help marketers better understand and engage with their audiences.  That said, the user interface and functionality of GA4 is starkly different from Universal Analytics.  At the time of this writing, Google is displaying a number of popups and warnings alerting users of the imminent July 1st, 2023 sunset date for processing Universal Analytics data.  

Google’s GA 4 Property Setup Assistant can help transfer some basic configuration from existing Universal Analytics properties to a GA4 property.  Stakeholders with heavily customized Universal Analytics setups, websites using GA’s ecommerce tracking feature, or businesses with end users who are feeling unsure about the new GA4 user interface should work with Google Analytics experts on this crucial web analytics transition.  Contact Mixline Media’s web analytics experts using the form below for a free consultation.

About Mixline Media

Mixline Media is a multi-disciplinary and independently owned marketing agency in Salt Lake City, UT. They work hand-in-hand with organizations to help define and communicate their brand vision and growth strategy. Their human-centered approach reflects their conviction that great brands cannot succeed without passion, intelligence, and personal commitment.