Google Analytics 4 (GA4) is here. From 1 July 2023, no new data will be collected in the previous version Universal Analytics (UA). This blog explains the new features and how we can help you switch to Google Analytics 4 or a European alternative such as Matomo.
In the meantime, has your board or organisation decided to continue using Google Analytics?
The differences
- Google wants to be able to make data more measurable. Therefore, data in GA4 will be measured based on events, not session-based, as in UA. An event can be a page view, an information brochure, or an app download. So, event-based measurement happens on multiple devices.
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In UA, you needed help to measure app and website data together. In the new GA4, you can create multiple GA4 properties (domains) for each account containing specific app and web data streams.
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The event-based measurement model also has the advantage of uniquely identifying users and devices. Via Google Signals, a user will even be able to be linked to specific event data, which in turn is an improvement for the display of new and returning visitors when reporting, only if there is an opt-in and, thus, permission for this, of course, regarding privacy.
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Based on automation, there has been an evolution in GA4. Where limited automation was possible before, it is based on machine learning today. Through modelled conversions and AI (Artificial Intelligence), it is possible to make predictions of online conversions (events) without identifying users.
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Data reporting is essential. In GA4, there is a cross-device reporting possibility, whereas in UA, this was limited. This is obviously due to the difference in measurement discussed in point 1. In addition, there are different ways of displaying data in reports.
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Based on GDPR and privacy, there are more options in GA4 to add privacy settings. These must be set correctly to ensure GDPR compliance.
How can I switch to Google Analytics 4?
We can help your board configure this and set the necessary parameters and privacy settings in GA4.
We are happy to guide you through this process so you can get the most out of GA4.
Switch to a European alternative
Decided to stop using Google Analytics? Then you can use Matomo, a European alternative.
Contact us for help implementing Google Analytics 4 or Matomo.