June 1, 2023 The Time is Now: Switching to Google Analytics 4
Google is making the switch from Universal Analytics to Google Analytics 4. Here’s what you need to know.
If you’ve worked with websites at some point in the last decade, Google’s Universal Analytics probably rings a bell, even if you don’t have extensive experience with it.
While the core principle of the system will remain in place (tracking your website traffic and activity), the manner in which it takes place will look a bit different.
And if you haven’t heard yet, Universal Analytics will stop tracking new site data starting on July 1, 2023 (if you want to learn more about the sunsetting of Universal Analytics, you can read more from Google here). So, you need to make the switch to Google Analytics 4 soon if you want to avoid the disruption to your data.
What Do I Need to Do to Switch?
The process involves setting up a new GA4 Property under your current Google Analytics account. If you go to your current Universal Analytics property, there should be a prompt to help you connect it to a new GA4 property.
From there, you’ll want to set up a new data stream for your website and make sure the tracking code on your site is updated with the new GA4 information.
You’ll then need to set up any audiences or conversions you may have had in place in Universal Analytics. These may not transfer over automatically when you switch, so some manual action is required.
What’s Different About GA4?
GA4 uses a new data system that prioritizes “events” as the key measuring stick for user interaction. This new configuration allows you to collect data about how users interact with your site and evaluate these interactions in a more holistic way.
This plays out through enhanced user privacy measures, a focus on events within your site, and more depthful insights on interactions and engagement (including across multiple devices).
With these changes, several metrics and reporting methods will appear differently as well. And while it may take some time to get used to these updates, the changes will give you greater insights into how visitors are using your website and how you can make it work better for them.
Need Any Help?
If you’re a little leery about the switch to GA4 or just need some help making the switch in your Google Analytics account, we’d love to help! Our team has successfully transitioned many of our clients over from Universal Analytics in the past year and would be happy to answer any questions or help with your account set up.
