Google Analytics 4 is the new next-generation Analytics measurement solution that is going to replace Universal Analytics. Google Analytics 4 has been up and running for a while now, but it is important that websites which do not yet have the new Google Analytics 4 (GA4) set up do so soon, since Google has already announced that the 1 July 2023 standard Universal Analytics properties will stop processing data. Universal Analytics data and reports can still be consulted for a while after that date, but the new data will only be recorded in Google Analytics 4.
The most notable facts about Google Analytics 4 are:
- It collects data from websites and apps to better understand the customer journey
- It uses event-based rather than session-based data
- It includes privacy controls, such as cookieless measurement, and modelling of behaviour and conversions
- It includes predictive features
- It has direct integrations with social media platforms that help generate actions on the website or app
Event classification in Google Analaytics 4
Google Analytics 4 is therefore the new generation of Analytics, collecting event-based data from both websites and apps. Event classification in Google Analaytics 4 is:
- Automatic events: These are triggered when basic interactions take place in the app or on the website, such as page views.
- Enhanced measurement: If enhanced measurement is turned on, Google Analytics 4 will measure automatic events and others such as file downloads, video interaction and site searches.
- Recommended events: They serve to measure additional features and behaviours, such as a login, a completed purchase, when a user shares your content, watches a video, etc.
- Custom events: These events are the ones created by the account owner in order to measure actions that the other events do not measure, such as form submissions.
Dates to keep in mind
- Until 1 July 2023 Universal Analytics can still be used and collect new data.
- After 1 July 2023 you will be able to access the data already processed previously in Universal Analytics for a minimum of six months.
- From 1 July 2023 only Google Analytics 4 will collect data
Recommendations
- Set up and configure the Google Analytics 4 account as soon as possible and not wait for the 1 July 2023 deadline, since this way, until that date, the two versions will coexist and both will collect data, so GA4 will start to build up history.
- Export all the historical data you need from Universal Analytics before it is no longer visible.