Google Analytics 4 ( GA4), formerly known as an “App + Web” property, was formally released almost two years ago in October 2020. It’s the most current version of Google’s popular analytics platform. GA4 offers several new features and benefits, including improved data collection, better security, new modeling capabilities, and support for Apple’s App Tracking Transparency (ATT) framework.
Google will sunset GA3, also known as Universal Analytics, in July of 2023, so it’s critical that you begin the migration process in order not to have a lapse in data.
In this post, we’ll walk you through everything you need to know about migrating to Google Analytics 4.
The Current State of GA and Its Past
Google Analytics (GA) is the world’s most widely used web analytics tool. GA3 is a feature-rich tool that provides valuable insights into website traffic and user behavior. However, it’s also facing some significant challenges.
First and foremost, GA is based on a legacy technology called Urchin Web Analytics, which Google acquired in 2005. Urchin was a great tool in its day, but it is now more than 15 years old and is showing its age.
In addition, GA is not well suited for today’s mobile-first world. According to StatCounter, mobile devices accounted for more than 52% of all web traffic in 2019, and this trend will continue.
Google Analytics History
- In 2005, Google acquires Urchin Software Corporation and rebranded “Urchin on Demand” to “Google Analytics,” and made it available free of charge.
- In October 2012, another new version of Google Analytics was announced, called Universal Analytics. The main differences from the previous versions were: cross-platform tracking, flexible tracking code to collect data from any device, and the introduction of custom dimensions and custom metrics.
- In June 2018, Google introduced the Google Marketing Platform, made up of two former Google brands DoubleClick and Google Analytics 360.
- In October 2020, Google released Google Analytics 4, aka GA4.
Why Is Google Analytics So Important for Your Organization’s Success?
Google Analytics is a powerful tool that can help you collect data about your website traffic, user behavior, and conversions. When used correctly, it can give you valuable insights into what’s working well on your site and what needs improvement.
There are many different ways to use Google Analytics, but here are seven of the most important reasons why it’s so important for your organization’s success:
1. Understand Your Website Traffic
Google Analytics can help you understand how much traffic your website is getting, what user demographic data, such as locations if users are new or returning, and much more.
This information can be extremely valuable in helping you adjust your marketing strategy to boost traffic, improve engagement, and increase conversions.
2. Monitor User Behavior
Google Analytics also allows you to track how users interact with your website once they arrive.
This data can help you identify which pages are most popular, how users are engaging with your content, and where people are dropping off the most. Based on this data, you can make changes to improve the user experience on your site and keep people engaged.
3. Increase Conversions
Conversions are the ultimate goal for any website, and Google Analytics can help you track how well your site is performing in this area. You can identify which pages are most effective at converting visitors into customers or leads by looking at conversion rates.
You can then use this information to make changes to your website that will improve your overall conversion rate.
4. Identify Referral Sources
Google Analytics can also help you identify referral sources that send the most traffic to your site. Understanding your top referral sources gives you insights into where you should invest your marketing dollars and energy.
5. Understand Your Mobile Visitors
With more and more people accessing the internet from mobile devices, it’s important to understand how these visitors interact with your website. Google Analytics can help track which device they’re using, what pages they’re accessing, and how long they stay on your site.
With that, you can improve the mobile experience for your visitors and make sure they can easily find what they’re looking for.
6. Generate Reports
Google Analytics allows you to generate reports showing you all the data you’ve collected about your website traffic and user behavior. GA also works seamlessly with DataStudio. DataStudio dashboards are beneficial in identifying trends and understanding what’s working or not working on your site.
7. Improve Your Overall Marketing Strategy
Google Analytics is a powerful tool that can help you collect data about your website traffic, user behavior, and conversions. When used correctly, it can give you valuable insights into what’s working well on your site and what needs improvement.
By understanding how people interact with your website, you can make changes that will improve your overall marketing strategy and help you achieve your organization’s goals.
What’s the Difference Between Google Analytics 4 and Universal Analytics?
Google Analytics 4 (GA4) is the most recent Google popular analytics platform. Unlike Universal Analytics (UA), GA4 is built on a machine-learning foundation that allows it to better adapt to changing user behavior.
GA4 also offers more flexible data collection and analysis options, making insights into complex customer journeys easier. In addition, GA4 provides excellent support for cross-device tracking and attribution, allowing organizations to get a more holistic view of users.
GA4 represents the future of Google Analytics and provides a more robust solution for understanding user behavior.
How Do I Migrate to Google Analytics 4?
Migrating to GA4 is relatively easy. Google has provided a migration guide that walks you through the process step-by-step. We’ve also included a brief overview of the steps below:
Migrating to GA4 is easy and only takes a few minutes. Here’s what you need to do:
- Create a new GA4 property in your Google Analytics account.
- Generate a new tracking ID for your GA4 property.
- Update your website code to use the new tracking ID.
- Test your website to ensure GA4 is working properly.
While migrating to GA4 is relatively easy, we recommend using Google Tag Manager to track user interactions such as downloads, form submissions, video plays, button clicks, and more.
Talk to Us to Get Started!
We’re excited about the potential of GA4 and think you should be too! If you have any questions about GA4 or need help migrating your account, feel free to contact us. We’re here to help!