THE TRANSITION FROM Google Analytics to GA4
The landscape of digital marketing is constantly growing, so it is important to keep abreast of the technological changes and advances that can aid in our understanding of consumer behavior. In this regard, Google Analytics plays a key role in providing companies with insight into their customers' behavior. Recently, Google has released a new version - Google Analytics 4 (GA4) which replaces Universal Analytics (UA), or Google Analytics as it is better known as, and data will stop flowing into Universal Analytics from 1. july
If you haven't completed your transition yet, now is the time to do so. You can contact SAHARA's experts HERE who will work with you.
Below we will go over the importance of moving to GA4 from Universal Analytics and the main differences between them. We'll also address some of the most frequently asked questions about this change.
KEY CHANGES BETWEEN UA AND GA4
1. COORDINATED MEASUREMENTS BETWEEN SYSTEMS:
Unlike UA, GA4 allows you to measure touch across apps and website all in one place, making it easier to understand the customer journey and allowing you to optimize your marketing efforts accordingly.
2. PRIVACY-BASED TRACKING:
GA4 is built with a third-party cookie-free future in mind. The system relies more on artificial intelligence (e. machine learning) to fill in the gaps in data due to the increased limitations in data collection, which is an approach more in line with GDPR guidelines.
3. EVENT-RELATED MEASUREMENTS:
GA4 places great emphasis on event-based tracking instead of session-based tracking. This change leads to a deeper understanding of user interactions on your website or app.
4. IMPROVED REPORTING:
GA4 provides more flexible and detailed reporting. This change allows you to customize the metrics in your reports and offers advanced analytics that make it simple for users to see how consumers behave throughout the buying process so that you can quickly and safely respond with the necessary changes.
5. PREDICTIONS:
Using AI, GA4 offers predictive metrics like potential revenue from specific customer segments that can simplify decision-making regarding future marketing actions based on consumer data collection.
FREQUENTLY ASKED QUESTIONS REGARDING GA4
1. What happens to my UA data when I move to GA4?
Your data in UA will be visible and accessible to you. However, GA4 will not transfer historical data from UA as GA4 and UA work as separate systems. Data analysis in GA4 is also very different from Universal Analytics and therefore often not comparable between them.
2. How does GA4 handle user privacy?
GA4 emphasizes user privacy and offers users more control over their data. GA4 then leverages artificial intelligence to fill in the gaps according to increased privacy restrictions.
3. What is event-based tracking in GA4?
Event-based tracking allows you to see unique interactions a user has had with your website or app, such as pressing a button or completing a purchase.
4. Is GA4 compliant with GDPR and other privacy laws?
Yes, GA4 is designed with privacy laws and GDPR in mind. It provides greater flexibility in data collection and processing in accordance with these laws. However, it must be kept in mind that the standard settings of GA4 are not according to the GDPR law, and therefore the correct configuration must be ensured.
5. Can I use Universal Analytics and GA4 simultaneously?
Yes, it is recommended to run both UA and GA4 simultaneously during the conversion to avoid data loss. However, it is important to note that as of July 1st, Google will stop sending data to Universal Analytics?
6. Are there any additional costs associated with using GA4?
No. GA4, like UA, is a free tool provided by Google
7. How does GA4's predictive analytics benefit my business?
Predictive analytics can, for example, predict potential revenue from a specific customer group, which helps you manage your marketing efforts more effectively.8. Why doesn't GA4 offer to see the bounce rate?
GA4 is more event- and action-oriented. Instead of bounce rate, it uses "engagement rate" metric, which fits better with the new system. However, it is possible to set up an elimination rate in GA4 if it is deemed necessary.
9. Will GA4 replace Universal Analytics?
Yes, GA4 will replace Universal Analytics. Data will stop flowing into Universal Analytics on July 1, 2023, so it's recommended to start preparing for this change and deploy GA4 as soon as possible.
This transition from UA to GA4 marks a significant shift in the way businesses read consumers. Through consistent measurement, an increased focus on privacy and improved reporting, GA4 provides companies with the tools they need to make informed decisions.
Finally, it's worth reiterating that the upgrade to GA4 is not only necessary, but also beneficial for businesses. The new system works in accordance with the changing market landscape and privacy protection and ensures that your analysis methods are future-proof. By understanding and implementing GA4, companies can leverage its capabilities to gain deeper insights into user behavior, improve marketing efforts, and drive business growth.