Google launched the Google Analytics Version 4 was released in 2020, but from July 2023 this will be the standard version of the tool, replacing the previous version (UA).
Therefore, it's necessary to stay updated in order to utilize and explore all the new capabilities of this essential digital marketing tool.
Here, you will learn and understand the main differences between GA4 and UA, from the new metrics and their importance for effective strategies, to how to obtain the new version.
This update brings with it several improvements and innovative metrics, directly impacting the generation of results for companies and professionals in the field.
The main differences between GA4 and UA.
GA4 reflects the new dynamics and needs of networks — smarter, more integrated, and more user-centric.
Check out some of the most important changes in this new version compared to Universal Analytics.
Privacy and Integration
One of the main differences between GA4 and UA is its approach to user data privacy. This change is significant and reflects Google's concern with the new era of networks, due to the increasing volume of personal data being collected and the need to comply with data protection regulations. While UA relies on cookies to collect information, GA4 uses an event-based and machine learning model, no longer storing IP addresses. Instead, it generates a user journey tracking ID, which provides greater security for user data and the possibility of cross-platform analysis. Now, it is possible to integrate data from websites and applications into a unified view of the customer journey, providing deeper insights into user behavior across different channels.
The New Metrics and Their Impact on Results
With GA4, traditional metrics like sessions and page views are replaced by events, which represent user actions such as clicks, scrolls, searches, and downloads. This change allows for a more realistic analysis of website or app performance, making strategies more effective.
GA4's machine learning is a powerful tool for forecasting and predictive insights. It can identify trends and patterns in user behavior, allowing marketers to anticipate future demands and be prepared to meet customer needs.
Configurable Events
One of the main advantages is the ability to create customized metrics tailored to the specific needs of your business.
By mapping out the actions relevant to your marketing strategy, you can set up customized events, ensuring that the data collected is aligned with your goals and objectives.
This evolution is also reflected in the way sessions are counted.
By considering only sessions in which users actively interact with the website or app for at least 10 seconds, we gain a more accurate view of real audience engagement. Unlike the previous model, which counted sessions based on page changes, GA4 provides a more sophisticated view of user behavior.
Furthermore, it introduces unique metrics, such as "Engaged Sessions per User" and "Average Engagement Time," which offer valuable insights into the level of user interaction and engagement with the content.
These metrics can generate more detailed insights into the time users actually spend engaged, allowing you to optimize strategies to increase audience interest and retention on your website or app.
Getting the New Version of Google Analytics 4
More than just a routine migration to stay up-to-date, operating with the latest version of Google Analytics means advancing in terms of gaining a deeper understanding of your customers' entire lifecycle, from when they are just visitors to your website or corporate blog to when they become leads, potential customers, and loyal consumers.
In addition to being a way to adapt your company to the demands for user data privacy.
Therefore, try to make this migration as soon as possible. This way, you'll understand and configure it according to your goals, which will improve your analyses and allow you to develop strategies based on the data collected in the new version of the tool.
To ensure a smoother transition and allow you to calmly adapt to the platform and the new experience for collecting necessary historical data, gradually implement the new version, maintaining both versions if possible.
See also 4 more tips that can make your migration safer:
Universal Analytics will stop recording new accesses starting July 1, 2023, and data access will be limited to 6 months, so please export your historical data for backup.
Integrations with Google Ads and other Google tools will be lost, so you must re-link them to Google Analytics after setting up GA4.
GA4 does not support AMP pages, so consider using other mobile-first page optimization solutions, such as responsive design.
Provide training for your team, as GA4 requires a learning curve to maximize its potential and ensure a good return on investment.
The tool and the professional.
With the transition to Google Analytics 4, you will have incredible analytical and analytical capabilities to understand your customers' behavior.
This revolutionary device is the path to smarter and more strategic digital marketing.
However, to fully leverage the potential of GA4, it is essential to pair this tool with experienced digital marketing professionals who know how to explore all its functionalities and translate the data into powerful sales and brand consolidation strategies.
Take this step forward and transform your sales potential with a unique marketing plan tailored to your specific needs and reality.
Request a quote now to support your business growth with the perfect combination of the right tool and the expertise of digital marketing professionals.
