What is Universal Analytics?
Universal Analytics is the previous version of Google Analytics. It was launched in 2012 and is based on a cookie-based tracking architecture. Universal Analytics tracks website users, measures conversions, analyzes visitor behavior, and more. It uses unique identifiers to track users and collect data in properties and views.
What is Google Analytics 4?
Google Analytics 4, or GA4, is Google's latest data analytics tool version. It was introduced in October 2020 and represents a significant evolution from Universal Analytics. GA4 uses a new approach based on machine learning to provide deeper insights into user behavior.
Why switch from Universal Analytics to Google Analytics 4?
There are several reasons why you should switch from Universal Analytics to Google Analytics 4:
1. Adaptation to technological advancements: Google Analytics 4 is designed to address new technology trends, such as the rise of mobile apps and privacy concerns. It is better suited for tracking interactions on mobile apps, websites, and e-commerce platforms.
2. User-centric analysis: GA4 focuses more on individual users than specific sessions. It tracks user interactions across multiple devices and provides more detailed insights into their behavior.
3. Enhanced conversion tracking: Google Analytics 4 offers improved conversion tracking through better marketing channel attribution and closer integration with Google's advertising tools like Google Ads.
4. Third-party cookie-less data collection: With growing privacy concerns and restrictions on third-party cookie usage, Google Analytics 4 provides methods for tracking without relying on third-party cookies, enabling more reliable data collection.
5. Migration requirement: Starting from July 1st, 2023, your Universal Analytics property will no longer receive updates and new features. This means that to continue benefiting from the latest improvements and functionalities of Google Analytics, you have no choice but to migrate to Google Analytics 4. As a reminder, you will also see a special countdown on your Universal Analytics dashboard.
How to switch from Universal Analytics to Google Analytics 4?
Switching from Universal Analytics to Google Analytics 4 requires a few simple steps. Here's how you can successfully transition:
1. Create a new GA4 property: Create a new GA4 property in your Google Analytics account from your Universal Analytics property settings.
2. Update the tracking code: You don't need to replace your website's Universal Analytics tracking code with the new GA4 tracking code. However, consider adding the GA4 tracking code to your site. Both codes can run simultaneously on your website. Test the tracking is working correctly.
3. Configure custom parameters and events: Take advantage of the new features in Google Analytics 4 by setting up custom parameters and events to track specific interactions important to your business.
And there you have it. Your GA4 property is now set up. Note that you cannot import your data from Universal Analytics to Google Analytics 4, which is why it's important to migrate to this new version as soon as possible to start collecting data.
Benefits of Google Analytics 4:
1. Cross-platform measurement: Google Analytics 4 allows you to track user behavior across different platforms, including mobile apps and websites. This gives you a comprehensive view of the customer journey, whether it's on mobile, desktop, or other devices.
2. AI-powered data analysis and understanding: Google Analytics 4 uses machine learning techniques to model data and provide insights into future user behavior. This helps you better understand how users interact with your site and make more informed decisions to improve their experience.
3. Enhanced event tracking: Google Analytics 4 emphasizes event tracking, allowing you to measure specific user actions on your site or app. You can track events such as add-to-cart actions, button clicks, conversions and get detailed insights into these actions.
4. Privacy-centric customer data: User privacy concerns continue to grow. Google Analytics 4 is designed to comply with data protection regulations. It allows you to collect data more securely using device-level unique identifiers instead of third-party cookies.
5. Integration with Google Ads: Google Analytics 4 offers closer integration with Google Ads, allowing you to analyze the performance of your advertising campaigns and optimize your ad spending based on actual results.
6. Streamlined data exploration: The user interface of Google Analytics 4 is more intuitive, making it easier to explore and analyze data. You can create custom reports, access key trend insights, and receive recommendations to improve your marketing efforts.
There are many reasons you should switch to GA4, with the most important being that Google leaves you no choice. Your business must create a GA4 property as soon as possible.