Google Analytics 4 used enhanced machine learning techniques to fill in the missing data gap. It is different from its predecessor in many ways. In this article, we are going to show you the benefits of using Google Analytics 4 and how to switch from Universal Analytics.
Google has recently announced that they are closing Universal Analytics in a year. In our opinion, it is the best time to be informed and make a switch to Google Analytics 4.
On July 1, 2023, standard Universal Analytics properties will no longer process data. You’ll be able to see your Universal Analytics reports for a period of time after July 1, 2023. However, new data will only flow into Google Analytics 4 properties.
Universal Analytics is going away
What is Google Analytics 4?
Google Analytics 4 is a more polished and new kind of property. It generates reports that are different from what you’re used to seeing in Universal Analytics properties.
It combines all your data under one roof. With the help of Google Analytics 4, you can now collect both website and app data to better understand the customer journey.
It offers more features such as cookieless measurement, and behavioural and conversion modelling.
Universal Analytics Vs Google Analytics 4
You might want to know the difference between Universal Analytics (UA) and Google Analytics (GA4) before making a switch.
Google Analytics 4 is more user-friendly if you compare it with the old Universal Analytics. It comes with more features.
Universal Analytics data is hit type including page hits, event hits, eCommerce hits, and social interaction hits. On the other hand, Google Analytics 4 is event-based. Universal Analytics property hit types translate to events in Google Analytics 4.
With Google Analytics 4 you can track users from software, app, or a website under the same property.
You can get a more complete view of the customer journey. GA4 fills the gap between the missing data through predictive algorithms and generates better reports.
You can read more about the difference between Universal and Google Analytics 4 by following this link.
Benefits of Using Google Analytics 4
There are many benefits of the new Analytics 4 property. Here are some key benefits that you might want to know:
- Enhanced measurement is a suite of features that allows you to track additional events automatically.
- There are various visualization/analysis methods in Google Analytics 4.
- Its predictive capabilities offer guidance without complex models.
- GA4 uses events instead of session-based data.
- To better understand the customer journey, GA4 collects both website and app data.
How to Switch to Google Analytics 4 from Universal Analytics?
If you haven’t set up Google Analytics then read our post on adding Google Analytics to your WordPress site.
Here is a step-by-step process to switch your Universal Analytics property to GA4.
You can use the GA4 Setup Assistant to create a separate property that collects data alongside your existing Universal Analytics.
Important: If you use GA4 Setup Assistant, it will not backfill your new GA4 property with old data. It will only collect and populate new data. You can still see historical data using the Universal Analytics property.
- Login to your Google Analytics account, and click Admin.
- In the Account column, select your desired account. (If you only have one Google Analytics account, it will already be selected.)
- Select the Universal property from the Property column that is currently collecting data for your site.
- Click GA4 Setup Assistant.
- Click Get Started then Click Create Property.
When you click Create Property, the GA4 Setup Assistant will create new G4 property, and copy all the information from your old Universal Analytics property.
After finishing the process, you will see the “You have successfully connected your properties” message at the top of your GA4 Setup Assistant Page.
All you need to do now is add the new tracking script to your site or to Google Tag Manager.
Need help with this?
If you need some help setting up GA4 on your site get in touch with us or check out our WordPress support services where you can book this as a one-off job.
