What’s happening?
The Google Analytics we know and love, Universal Analytics, is being officially retired by Google on the 1st of July 2023. This means that, at the end of June, your Universal Analytics property will stop recording data. Google has said you can still access historical data, but this will only be available for 6 months, with a strong recommendation to export your data before this point. We all know that in the world of digital, historical data isn’t the be all and end all either - it’s what our users are doing now and in the future we need to know too.
No more Google Analytics?
Fear not, there’s a new version of Analytics called Google Analytics 4 (GA4). GA4 is a more modern take on reporting data for website and other “data streams”, such as apps. If your Google Analytics property was set up after October 14th 2020, it’s likely you’re already using the platform, but don’t leave this to chance and make sure you check (Pst…we can help you with this!).
What is the difference between Universal Analytics and Google Analytics 4?
GA4 is a very different platform, in terms of looks, interaction and reporting capability. It’s designed for the future of measurement and makes use of AI and machine learning to plug holes in data. It also allows for greater integration between different traffic sources like apps and is highly customisable, creating a streamlined approach to data analysis.
However, as with many such things, there’s a fairly steep learning curve for getting to grips with the new platform. Looking for bounce rate? It doesn’t exist anymore. Want to set up some goals? They’ve been replaced.
Privacy also remains a huge talking point that will take us into 2023, as users are (rightfully so) demanding more transparency when it comes to data collection, particularly when used for ad personalisation, and so GA4 takes this into account as we move away from traditional data collection.
Excitingly though, Google Analytics 4 gives us the opportunity to future-proof our data and predict customer engagement without the need for complex models. This means we have even better tools at our disposal to track, forecast and make data-led decisions on design and more!
Other exciting new features of Google Analytics 4 include:
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Event Editing & Synthesis - Edit, correct and fine-tune events logged in GA4 properties, without needing to adjust the code.
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Data Import - Widen the information GA4 collects by importing additional data and signals.
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Cross Domain Measurement - Measure a user’s journey across domains right within the GA4 interface.
- Ecommerce Reporting - New templated reports allow you to better understand your ecommerce funnels.
How do I set up a Google Analytics 4 account?
Unfortunately, GA4 properties aren’t created automatically. Nor does your existing Analytics account get converted to a new GA4 account. It needs to be manually created and set up, which can be a complex task when you’re not sure what you’re doing.
The sooner this is done, the better. That means you’ll already have some data when your existing Analytics account stops recording. You’ll also need to make sure you have event tracking set up properly, so you’re recording all your valuable site interactions.
We can help!
If you’d like help with upgrading your analytics to GA4, or have any questions on all things digital and design, contact our friendly team here.
