GA4 is the fourth major release of Google Analytics and is the newest iteration of the website tracking software that allows you to track any traffic and engagement that happens across your website and apps.
GA4 is becoming the default version of Google Analytics and will be the sole option for customer tracking come July 1st, 2023.
GA4 has been brought in to combat the limitations of destination-based tracking systems. These systems used to work in the past, but the recent implementation of privacy laws such as the General Data Protection Regulation (GDPR), and updates like iOS 14.1, have limited the system’s effectiveness.
With advancements in UI/UX moving towards Iframes and other actions that get triggered without relying on changes in URLs to track customer journeys, it is becoming necessary for businesses to move to a form of customer tracking that relies on events and not URLs
Universal Analytics (UA) was the third major release of Google Analytics and has been the default workspace version for the better part of a decade since its implementation in 2012. With the introduction of mobile apps, machine learning, and new legislation such as GDPR, the UA version was not designed for today’s tracking needs and expectations. The GA4 has been designed keeping the above issues in mind and more.
From a more technical perspective, GA4 relies upon event-based tracking while UA relies upon session-based tracking. (We will discuss some of the important impacts of this shift in the sections below)
As of July 1st, 2023, Universal Analytics (UA) will be replaced by GA4 as Google Analytics’ new next-generation measurement solution. This means that UA will no longer receive and store any data from your website, making it a priority for your business to transition to the new GA4 sooner rather than later to ensure continuity in reporting and managing customer data. We recommend that you complete this conversion now, as this approach will allow you to have historical data already loaded onto GA4 property, and this will allow it to start making probabilistic calculations of the customer journey.
We strongly recommend that you implement a change to GA4 as soon as possible. This will allow you to familiarise yourself with the dashboard and all the options available for tracking data. Also, the sooner you switch, the more data you will have stored in your new GA4 property. This switch will let your GA4 property gather as much historical data and usage in the new experience as possible, preparing you for when Universal Analytics is no longer available. It shall provide sufficient time and data to be populated in your GA4 platform to run Data-Driven attribution over various events ensuring consistency in your results and tracking.
To know more about how we can help you with the GA4 setup, you can check out Our GA4 Setup Offerings - What can we help you with?
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