How to Prepare for the Launch of Google Analytics 4: Google Analytics 4 is Replacing Universal Analytics
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Recently, Google announced replacing Universal Analytics with a new version called Google Analytics 4 (GA4). The upgrade is a significant change for Google Analytics users, and it’s essential to prepare for the switch now.
What is Google Analytics?
Google Analytics is a web analytics tool that tracks and reports website traffic. It’s the most widely used web analytics service on the internet.
Google Analytics tracks website visitors and generates reports based on their behavior. Google announced the platform in 2005. Millions of people use it to determine their website KPIs.
Information tracked includes:
- The number of visitors
- Statistics about sessions, such as time on page and user engagement
- Approximate geolocation
- Historical data
- Custom events
- You’ll also discover information about what browsers and devices your viewers are using
Why Google Analytics is Crucial for Website Owners
If you own a website, it’s essential to use Google Analytics data to track your site’s traffic. Google Analytics provides detailed information about your website’s visitors, including where they came from, what pages they looked at while there, how many page views, and how long they spent on your site.
This data is invaluable for understanding your audience and their interests. It can also help you identify areas of your site that need improvement.
For example, suppose you see that people leave your site after looking at only one page. In that case, that’s an indication to work on making your site more engaging.
By tracking your site’s traffic, you can gain insights into your audience and ensure your website meets their needs.
What is Universal Analytics?
The existing Universal Analytics launched in 2013. It differed from the original Google Analytics in that it allowed for cross-device tracking. It also paved the way for more customization for key performance indicators (KPIs).
Universal Analytics altered the way it collected and organized data. The service introduced new tracking codes and features that accurately measured website visitors’ behavior.
Google recommended that all Google Analytics users shift their information. They had to move from the existing Analytics to Universal Analytics since Google would no longer offer support for the original version.
Now, Google is asking you to make another change to your web properties–but the benefits make it worth it.
When to Plan for the Launch of Google Analytics 4
The deadline for moving to the new Google Analytics 4 is July 1, 2023. 360 Universal Analytics properties will no longer process any hits as of October 1, 2023. For this reason, it’s best to prepare now to shift your site to the new machine learning platform.
Otherwise, your Google Analytics will no longer track your website, and you could encounter glitches.
Start your GA4 migration now for the best results.
How Can You Prepare for Google Analytics 4?
If you’re a business owner, SEO professional, or marketing expert, it’s crucial to be aware of the changes in this new version. Here are a few key things to know:
The Data Model Has Changed
Google Analytics 4 uses an event-based data model, which means that data, event names, and event tracking are collected and processed differently than in the past. This change could impact the way you manage and analyze data.
New Features and Capabilities
Google Analytics 4 includes new features such as advanced analysis, flexible reporting, and integration with Google Ads. These new capabilities can be valuable, but you’ll need to be familiar with them before using them.
Updated User Interface
The user interface in Google Analytics 4 is more user-friendly and intuitive. However, this doesn’t mean that everything will be easy to find. You’ll still need to take some time to get familiar with the new interface before using it effectively.
New Vocabulary to Learn
In addition to the changes in the user interface, there is also new terminology to know. For example, in GA4, “properties” are now called “streams,” and “views” are called “reports.” “Users” are now called “audiences,” and “sessions” are now called “engagements.”
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Areas you should be careful to remember:
Instagram has implemented new censorship tactics to deal with sensitive topics. As a result, if you are a nonprofit that deals with areas of mental, or behavioral health, like many of our clients, you’ll need to have a strong understanding of what is and isn’t allowed. Understanding those before working with an influencer will also help you to know what you can or cannot have in your posts that will get content censored or considered sensitive content.
The other aspect to consider is the visual element of Instagram. Including something visually compelling always helps on Instagram since it is a visual app. Text-only isn’t available, and what workarounds can be taken historically don’t do as well with views, likes, and engagements.
How Long Will the Migration Take?
Migrating from Universal Analytics to Google Analytics 4 will take time and effort. Depending on the size of your website and the amount of data you have, it could take anywhere from a few weeks to a few months.
It’s essential to incorporate this migration into your digital marketing strategy as soon as possible to ensure everything is up and running smoothly before the July 2023 deadline.
How to Migrate from Universal Analytics to Google Analytics 4
There are several steps you’ll need to take to migrate from Universal Analytics to Google Analytics 4:
How to Make the Most of Your Data
Google Analytics 4 is a powerful tool that can help you gather data about your website traffic. However, it can be challenging to know how to make the most of the information you collect. Here are four tips to help you get the most out of Google Analytics 4:
Google Analytics 4 Migration Starts Today
Google’s launch of Google Analytics 4 in 2020 was a welcome update to the popular analytics platform. The new data model, updated user interface, and new features and capabilities provide valuable insights into website performance. However, there’s a learning curve associated with the new vocabulary and navigation. All websites must migrate to the new platform before July 2023.
About the author
Don Dodds
Don Dodds is the founder, managing partner, and Chief Marketing Technologist at M16 Marketing. With a passion for creating success stories, he and the team at M16 work with startups, small businesses and large organizations to help them better define their digital strategy, user experience, analytics, and overall digital marketing efforts.
M16 provides its services to technology companies, government agencies, manufacturing firms, online stores, healthcare providers, law firms, nonprofits, and wealth management firms.
As a serial achiever, Dodds has created and sold several successful companies and has a keen understanding of how to create and scale a business using digital marketing. He serves on the CSU College of Business Board of Advisors and is a member of the Atlanta Business Chronicle Leadership Trust and a Forbes Agency Council member.
