Do you use Google Analytics? Take care of your data by implementing Google Analytics 4 now! Why is GA4 worth implementing? What are the benefits of tracking and analyzing data in both Universal and Google Analytics 4? Read on!
The transition from Google Analytics Universal to GA4 will be a necessary challenge for all online businesses. On July 1, 2023, Google will fully replace the Universal service with a new product—GA4. It's worth preparing for this change early to start collecting historical data and taking advantage of the latest innovations, while maintaining the reports and data collected in the current version.
We understand that not everyone has the time to delve into the details of the changes introduced by the new version of Google Analytics. That's why we're making the implementation process easier for you.
Google Analytics 4: Two Paths to Learn and Implement
Very fast – with the help of Verseo analysts. We'll do everything for you!
How to efficiently implement Google Analytics 4? Simply schedule a meeting with our expert, who will walk you through the process of implementing the latest version of Google Analytics 4 and explain the support you'll receive.
(The rest of the article can be found below the form)
We'll ensure your website's security during implementation and ensure everything is working as it should. You can confidently analyze your data in both versions of Google Analytics (the current Universal and the new GA4).
A bit longer – specifically about Google Analytics 4 with instructions on how to create a service
Learn about the 4 most important changes in Google Analytics 4. Learn how to implement the GA4 tracking code yourself. Receive step-by-step implementation instructions.
This is a mini-guide for marketing specialists, business analysts, and business owners who work with Google Analytics daily and want to stay up-to-date on the latest analytics. Expect more details about the changes and differences between Google Analytics Universal and Google Analytics 4 in this release.
4 important changes brought by Google Analytics 4
Before implementing the latest version of Google Analytics, it's worth understanding the key changes this new tool brings. These differences apply to both tracking and the way data is presented and analyzed.
GA4 isn't just a change to the interface (though you'll need to get familiar with that too), it's a new generation of analytics! What are the 4 most important changes in Google Analytics 4?
1. Changing the data collection axis in Google Analytics 4
This change will give us more accurate information about how users interact with the site.
What exactly is this change?
The current version of Google Analytics (Universal) focuses on collecting traffic data based on sessions. This assumption was valid for many years of Universal's operation. However, the current phenomenon of cross-device usage—that is, users using both desktop and mobile devices—interferes with the accuracy of the data flowing into our reports.
Additionally, the increasingly complex customer journey, which involves a mix of channels and devices before the user even decides to convert, makes current session-based analysis less reliable. Furthermore, the data collection approach in Google Analytics Universal relies heavily on cookies, which also results in increasingly cluttered data and significant discrepancies between relevant metrics.
Google Analytics 4 comes to the rescue, focusing traffic data collection on users. GA4 allows us to combine data from the website with data from the mobile app. This provides a single source of truth for traffic and conversions from two separate environments. This allows us to obtain reliable data on user numbers, actions, and behaviors, even as users switch between different devices and channels.
In the latest version of Google Analytics (GA4), all user actions are recorded and measured as events (Event + Parameter). While events also existed in Universal, they were not the primary basis for tracking data in this version. In GA4, events are imported appropriately and classified as conversions, based on our findings.
Google Analytics 4 introduces Enhanced Measurement, which means enhanced event tracking. This enriches our measurements with additional events that will automatically appear when implementing the GA4 code. This feature can also be disabled. This allows us to gain even more insight into our users' behavior.
What events can we track in Google Analytics 4?
There are four types of events:
- events collected automatically (no code changes required),
- an event covered by advanced measurement – Enhanced Measurement (not requiring code changes),
- recommended events (requiring code changes),
- custom events (requiring code changes).
Examples of advanced measurement events include:
- file_downloadwhen a user clicks on a link to a file to download it;
- clickwhen a user clicks on a link that leads outside the current domain.,
- scroll down after the user first reaches the bottom of each page.
- and much more!
After implementing the Google Analytics 4 code, the panel will immediately start collecting data on automatic events or those covered by advanced measurement.
2. Better Understand the Customer Lifecycle in Google Analytics 4
By organizing data in Google Analytics 4, we can thoroughly analyze the customer journey – from acquisition, through all interactions with the website or app, to conversions and maintaining relationships and engagement around the brand and its products or services.
What is this change?
In GA4, we focus on the user and their behavior. This allows us to analyze user flow and tailor advertising messages accordingly.
What's more, we can precisely assess our users' needs based on their current stage in the funnel and, as a result, tailor our website to their expectations. All this using reports within Google Analytics 4!
How and where to view the customer lifecycle in Google Analytics 4 reports? Check out this free GA4 webinar . You'll walk through the GA4 dashboard live and take a closer look at customer lifecycle reports.
3. Data-Driven Attribution in GA4
With data-driven attribution, available only in Google Analytics 4, you'll gain precise information about user interactions with your website that resulted in conversions. That is, all those interactions that led a user to, for example, complete a purchase, submit a quote request, place an order, or contact your company.
What is this attribution really?
Attribution is a set of rules that allows you to assign a channel (e.g., a Google Ads campaign, Facebook Ads, YouTube ad, organic traffic) to your user's path to conversion. We can assign "powers" to a given channel in different ways, depending on the strategy we adopt.
It is worth noting that choosing the right attribution is crucial for subsequent measurement of the effectiveness of our online activities.
Depending on the attribution model we choose, this share (of a given channel) will be divided and allocated accordingly. Still hard to understand?
Let's try to explain attribution using the example of a football match of our national team:
- If we take into account the attribution model based on the “last click” – all the credit will be assigned to Robert Lewandowski, who scored the goal.
- If we choose a different model, for example "linear", then each player who plays the action that led to the goal will receive the same number of points.
Depending on the attribution model you choose, these “points” will be assigned to the appropriate channels and in the appropriate proportions.
But let's return to the data-driven attribution model in Google Analytics 4, which was created for the behavior of users of your website or mobile app.
It's unique and closely aligned with your website traffic—it assigns credit for conversions based on how users interact with your ads and decide to become your customers. This attribution model isn't available in Google Analytics Universal.
To analyze and draw conclusions using a data-driven attribution model, the GA4 system must collect enough data to learn from.
See the data-driven model in action. Learn how it differs from other attribution models.
4. Machine learning in the new Google Analytics 4
Until now, using Universal Analytics, we haven't had the opportunity to experience machine learning firsthand (at least not at such an advanced level). In GA4, machine learning allows us to predict user behavior and their propensity to convert.
Based on the available data, the system processes it and provides estimates that allow us to predict traffic, conversion volume, and conversion value. This data provides a solid foundation for your business and strategic decisions, as well as for planning your advertising spend.
Universal Analytics + Google Analytics 4 = the perfect marriage! So what is dual tagging?
Dual tagging involves configuring two analytical systems simultaneously: Universal Analytics and GA4. This gives us time to familiarize ourselves with the new Google Analytics 4 dashboard, reports, and settings, while our existing data and history remain safe in Google Universal.
Moreover, thanks to dual-tagging, we gain an advantage over competitors who have not yet implemented the new service (and will have to implement it!), and we also gain the recognition of our customers by developing new capabilities in GA4 faster and thus responding to their expectations thanks to better tracking of the purchase path.
Implementing Google Analytics 4 now while still using Universal is a bit like having your cake and eating it too.
Google Analytics 4 Creation Guide
Step 1. Log in to your Google Analytics account and go to your admin panel.
Step 2. Click the button on the right: + Create service.
Step 3. Enter the service name, for example GA4 – yourdomain.pl
Step 4. Select country and currency.
Remember to set the time zone of the country from which you want to analyze traffic.
Step 5. Activate “enhanced measurement” in settings.
Step 6. If you'd like to create a Universal Analytics property, select the appropriate option. If you're already using Google Analytics Universal, skip this option.
Step 7. Select a data stream. What does this mean? Depending on whether you run a website, an Android mobile app, or an iOS device, you'll need to create separate streams for each environment. It's worth labeling them appropriately to make it easier to manage your account and analyze data later.
It's time to implement the new GA4 service on your website! Our experts will help you implement the code on your website, extend the data collection period in your account, and connect it to your Google Ads account.
Summary
The above article covers the following topics:
- Implement Google Analytics 4 efficiently with the help of Verseo experts or on your own using our practical guide and webinar.
- Google Analytics 4 introduces the next generation of event- and user-based analytics, offering precise path-to-purchase tracking, data-driven attribution, and advanced machine learning.
- To create a Google Analytics 4 property, you need to create a new property in the admin panel, configure its name and currency, and then activate the data stream with advanced measurement enabled.
