Google Analytics is the top platform used to track website performance however with changes coming, we wanted to help provide key tips and advice on the upcoming changes.
Announced in late 2022, on 1 July 2023, Google Universal Analytics will no longer collect website data requiring all users to instead use the new platform, Google Analytics 4 (GA4).
What has changed?
Universal Analytics has provided a comprehensive reporting tool for website usage for years but has been subject to challenges as technology has evolved. Visibility of website activity was extensive for those seeking more in-depth analysis along with considerably easy implementation.
GA4 is designed with the latest technology and data learning tools available to combine website usage data and broader algorithm performance considering a more cookie-free digital age. However, what is now a more complex data analysis platform, does require additional configuration and technical ability to implement and ensure useful results.
Following the changeover, access to Universal Analytics will only remain until the end of the year so any past history will be lost if not recorded separately.
GA4 – What you need to know
Google Analytics 4 will continue to provide extensive tracking information of your website usage however the new platform will look a little different with default data display much more limited in comparison to those more used to Universal Analytics. Here are key examples of how GA4 operates.
1. Event based tracking: GA4 is an event based rather than the page-view format of Universal Analytics. This means it focuses on tracking user interactions as events, allowing for more comprehensive and flexible tracking across various platforms and devices.
2. Cross-platform tracking: GA4 is designed to track user behaviour across multiple platforms, including websites, mobile apps, and other digital properties. This enables a more holistic view of user interactions and provides insights into user journeys that span different devices. However they interact with you, all the data will be reflected in one place.
3. Enhanced privacy features: GA4 incorporates privacy-centric features to address increasing concerns around data privacy. It includes features like data deletion, consent mode, and restricted data processing to help businesses comply with privacy regulations such as GDPR and CCPA.
4. Integration with Google Ads: GA4 seamlessly integrates with Google Ads, allowing you to access unified reporting and insights across both platforms. You can better understand how your ads contribute to user behaviour and conversions, enabling more informed decision-making for your advertising campaigns.
5. Data limitations: GA4 has some limitations compared to Universal Analytics. For example, GA4 data is limited to 14 months of retention, whereas Universal Analytics allows for unlimited data retention.
Some advanced features and integrations available in Universal Analytics may not be fully supported or available in GA4 however there will be ongoing developments so this may change in the future.
What’s next?
We recommend taking the time to ensure your Google Analytics 4 property is setup and includes all the necessary data streams and conversions you need. Once live, take time to understand and navigate the new platform.
The new dashboard will look a little different but many of the previous reports will have been relocated or no longer available due to some of the privacy changes.
Navigation will still enable access to much you will have used before however the structure will now differ to instead display:
- Home – real-time data statistics, predictive AI based insights and past navigation.
- Reports – view customised data reporting.
- Exploration – generate visual reports.
- Advertising – view ad insights.
For advice or further assistance with Google Analytics and reporting, speak to The Web Orchard today.
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