What is Google Analytics 4?

Google Analytics, also known as GA, has become one of the most popular data-tracking tools for businesses worldwide. It is free to use, is user-friendly, and provides invaluable insights into the people visiting your website.

Back in 2020, Google announced the launch of Google Analytics 4 (GA4), a replacement for its current tracking system, Universal Analytics. The key takeaway here is that from July 2023, Universal Analytics will no longer process data and your Google account will automatically transition to GA4.

Why the change?

GA4 has been described as the future of data analytics, promising more in-depth reporting to allow businesses to navigate modern challenges and understand the multi-platform journeys users take. Some of the key benefits include:

  • Analytics across both websites and apps to gain a complete view of the customer’s lifecycle
  • Advanced modelling and predictive insights via intelligent machine learning
  • New privacy controls using cookie-less measurement
  • Data-driven attribution to reveal how marketing activities collectively influence conversions

Designed with key business goals in mind, such as driving sales and generating leads, GA4 will provide you with the insights you need to grow your business.

What do I need to do?

Reporting from Universal Analytics will come to an end on the 1st of July 2023; however, businesses will be able to download historical data until December 2023 by setting up a GA4 property.

It is recommended that you set up GA4 now to give yourself sufficient time to accumulate data on the new platform and build the necessary historical data before UA comes to an end.

To set up the new GA4 property on your Google Analytics account, click here. You will be sent to the admin section of your account where you can follow a step-by-step guide to creating the new property. You will need to have the editor role on the account to make any changes.

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