What is Google Analytics 4?
Google Analytics 4 (GA4) launched in October 2020 and is essentially the new, updated version of Google Analytics.
It’s been developed to bring Google Analytics more in-line with the way people build and engage with multi-platform digital experiences today.
The new GA4:
makes it easier to track different digital experiences - such as mobile apps, single page web apps, offline applications, as well as websites
makes it possible to track user journeys across all of these different platforms
uses machine learning and AI to plug any loss of data caused by GDPR and other cookie blockers
How is GA4 different?
GA4 is very different from the Google Analytics we have all been using for the past 7 years as the basic building blocks it uses to collect data have changed.
Instead of using pageviews and sessions as the basis for data collection, GA4 uses an event-based model to measure interaction. Far fewer websites and platforms (such as mobile app or single-page web apps) are based on page-page-page experiences now, so it no longer makes sense for GA to use it as the basis of its recording.
Other changes include:
New metrics (such as engaged sessions), new reports and a revamped reporting interface
Retired metrics - no more bounce rate!
The script used to tag up websites and apps and how you track interaction.
Do I need to switch to GA4?
You will eventually need to move to GA4, but not just yet! Universal Analytics (the version of Analytics you are using just now) is the world’s most widely used web analytics tool and it will continue to run and collect data as normal for the foreseeable future.
However, GA4 is the future of web analytics - it is the version that Google is focusing all new development and is now the default version of Analytics when you set up a new property.
Eventually, GA4 will mature and will become the only way to use Google Analytics, however you do have some time to plan and get up to speed. As a rough schedule (which may change as the tool develops) we are not currently looking to fully switch over until nearer the end of 2021 - but we are getting started now.
What do I need to do next?
Before creating your first GA4 property, get to grips with the new version first. GA4 brings new terminology, a new measurement model, new tracking script and tags, a new set up process, new report functionality, new machine learning capability and an updated user interface - there is a lot to learn.
Google’s support section has a lot of information and updates on the release of new features. We will also be regularly updating this section of the site with what you need to know, and we’ll share key insights and tips as we find them.
In the meantime if you need help in understanding GA4 and what it means for your business or in setting up GA4 properties, just drop us a line at hello@indigoleap.com.