Everything You Need to Know about the Google Analytics 4 Transition
Earlier this month on July 1, Google Analytics 4 (GA4) replaced Universal Analytics. Furthermore, Google’s Universal Analytics (UA) ceased to collect data at the beginning of this month (although we are still seeing data in UA for the time being). For the next six months, users can still access all historical data in UA; however, after that, the data will be gone and GA4 will be the new default program.
Curious as to what this means for you? Want to know what differences to expect between UA and GA4? Keep reading.
Universal Analytics
UA, which is what most agencies have likely used up until this year, is powered by first- and third-party cookies. It collects data based on sessions and user interactions, such as pageviews and events.
Important things to remember about UA:
Event tracking isn’t automatically set up, and it must be configured manually.
In order to track data from mobile app users on different sites, you would have to manually set up platform-specific tracking.
Google Analytics 4
GA4 uses a different data collection model than UA, working to eliminate discrimination in tracking based on the device used, as well as controlling privacy concerns regarding third-party cookies.
First-party cookies are used in GA4 to enable cross-device data collection. GA4 tracking does not have to be manually configured and makes it overall easier to follow a visitor’s journey on your site.
All in all, GA4 is meant to provide easier tracking and much more precise, meaningful data. However, it will take time to get used to the different interface and reporting capabilities.
Moving Forward
Some helpful tips moving forward:
Since the UA structure differs from the GA4 structure, you cannot simply import your UA data - the data collection method and many of the metrics are changing.
You will have to set up a new property in GA4, and if you’re wanting to keep and/or utilize any historical data for your site or your clients’ sites, you’ll need to export your UA data and view it through a different application, like Google Data Studio.
Due to privacy concerns, third-party cookies will no longer be tracked - GA4 will focus on first-party cookies.
As mentioned above, the metrics are changing. An example of this is bounce rate being replaced with engagement rate. Google hopes that this will ultimately lead to the generation of more helpful and precise information.
Bounce rate is a percentage of sessions that end without any interaction on a page, while engagement rate is a percentage of “engaged sessions.”
An “engaged session” means:
The interaction lasts longer than 10 seconds
A conversion event takes place
There are at least two page views or screen views
In Summary
To sum it all up, agencies and marketers both must begin relying on GA4 and updating reporting to reflect these changes. In order to have year over year comparison data for next year, you should create your GA4 property now if you haven’t already. Make the switch seamless for both your team and your clients with clear project management, motivated team members, and lots of patience to deal with the changes☺️
