From July 1, 2023, Google Analytics 3 (also known as Universal Analytics or GA3) will be replaced by Google Analytics 4 (GA4). From that moment on, GA3 will no longer collect data for you, and you will need to retrieve your data from GA4. Hopefully, you have already set up your GA4 environment some time ago, and this transition is not news to you.
But are you already using that GA4 environment, or have you been tempted by what you already knew and are still reverting to Universal Analytics?
To make the transition as smooth as possible, it is crucial that you familiarize yourself with GA4 now and get acquainted with or have someone guide you through this new software. Because it's not just the number that changes in this version; Google has made many more adjustments…
Google Analytics 3 vs. Google Analytics 4
The main goal of the new version of Google Analytics is to meet the demands of the end-user: a privacy-friendly solution. Google is focusing on the future and collects data that is not primarily dependent on cookies (in preparation for "cookieless"). Additionally, GA4 responds to the changing behavior of internet users who use multiple platforms and devices.
All information in one place
With the setup of GA4, you can collect data from both your website and your application in one place. GA4 unites multiple data streams into a single property, whereas in GA3, different views were still needed for this.
Analyzing with a focus on the user
Where in GA3 a session was measured based on duration and all events that fell within it, GA4 measures a session at the user level, where duration or channel is not important. As a result, the number of measured sessions is likely to decrease, but data quality increases.
The reports of GA4
In GA4, you can consult a number of standard reports just like in GA3, such as the acquisition report and the engagement report. Below are overview reports where all information is briefly summarized, and also a number of detailed reports where you can zoom in on 1 or 2 dimensions to form a clearer picture for yourself.
GA4 also gives you the option to create an exploration (Explore). In an exploration, you can view your data in even more detail and, for example, do a funnel exploration, or examine the segment overlap and the lifetime value of users. If you really want to work with your data, explorations are essential!
GA4 in a nutshell
Google Analytics 4 changes from the interface to the structure. To meet the demands of the future, the tool has been completely renewed and has become almost unrecognizable. Here we list some changes:
- New privacy safeguards to enable data collection in cookieless browsers.
- More possible integrations with Merchant Center or Search Ads 360 that work uniquely with GA4, in addition to the existing connectors such as Google Ads, Ad Manager, BigQuery, and Display & Video 360.
- A data-driven attribution model.
- The end of tracking users' IP addresses.
- A new way of exploring your data with explorations (Explore).
The renewal of GA4 offers you a unique opportunity to thoroughly review your approach to data analysis and performance evaluations!
Why switch to GA4 now?
You may have heard that GA4 is not yet fully complete, and that prevents you from using the software already. But you should know that the performance of Google Analytics 4 will only improve over time, thanks to more data and the continuous rollout of even more features.
Our recommendation is to use both versions simultaneously now if you are not already doing so, for the following reasons:
- This way, you start collecting data early so that by July 1, 2023, you already have relevant results in GA4 and can analyze them year over year.
- This way, you can prepare for the new features and interface of GA4 to be fully operational when GA3 retires.
Practice makes perfect: make sure you are already familiar with GA4 so that you are not caught off guard later.
Does the data between GA3 and GA4 match? → Use this free tool!
Are you curious about the exact differences between the data reporting of GA3 and GA4? With this free tool, you can see the differences precisely, so you are already prepared for what is to come. You can find this tool here.
GA4: good preparation is half the battle
Online marketing starts with data, and having your data in order is crucial. But even more important is that you understand and can use your data. After all, what good is a beautiful chart if you can't read it?
GA4 has changed so much that you cannot wait with orientation until it is too late and the transition has been made. Start now with learning to understand the new features, reports, and explorations, then you ensure that you can immediately support your decisions with relevant data and insights from GA4 on July 1.
If you wait, you will find that in the first weeks to months, you do not know well what is happening and how to read and interpret your data, and you will miss important opportunities. And that is a shame.
Increase your in-house knowledge about GA4
Not only are there different functionalities, but the interpretation of data in GA4 is also really different from GA3. To ensure that you or your team can use GA4 well in the future, it is wise to invest in additional in-house knowledge about using GA4. This can be done by attending training by Google-certified experts, self-study based on online content, but the only way to really learn it is, of course, by just using it.
