The new Google Analytics 4

20 April 2022 Digital thinking

Universal Analytics (the current Google Analytics version) will stop collecting hits by June 2023, or in other words, no more data is coming in. No data from your website visitors, now what? Don't worry, Google has already thought about this, of course. In October 2020, a beta version of the new version was released: Google Analytics 4. This means that Google has been testing in a new environment for a while now with the result that Google Analytics 4 will be the newest, and eventually only version in which you can still collect data.

What is the difference?

Nice such a new version, but what are the implications for you? Through machine-learning, among other things, you will get better insights into customer-journey of your website visitors. The data is going to help you get better insights, which are displayed more clearly. For example, in the current UA version there are more than 150 reports from which you can extract data, this has been reduced to about 30. This gives you more overview on the one hand, and on the other hand the figures are better displayed through visual aspects.

Do you also have an app or web application? Then the new GA4 version gives you many more insights. Previously you had to set up your own Analytics for each platform, now all data is collected in one property and you can better analyze where the traffic comes from with the best customer journeys for your product and/or service.

Events vs. users

You're probably used to all data in Universal Analytics (the "old" Google Analytics) being measured based on the session-based data model. This way of collecting data is out of date, as more and more websites and also apps are set to a "single page." Moreover, we want more and more insights into users, and insights into how they navigate the website.

The new Google Analytics 4 is a wish for all marketers: insights into the customer journey because this data collection model is deployed event-driven. For example, it already automatically measures various events that you previously had no visibility into: scroll depth, outbound clicks, video engagement and downloads. This is what you want, right?

Do you want Google Analytics 4 on your website?

Sure you can keep measuring your website visitors the right way?

I could use some help!

Implementing Google Analytics 4 now?

Although June 2023 still seems far away, it is definitely advisable to set up Google Analytics 4 in the near future. The more data you have available now in the new version, the less you will eventually lose. After all, you can't take any historical data from the UA into Google Analytics 4. Need help implementing GA4? We will gladly help you.

It is wise to get used to this version now, because from the moment the UA version stops collecting data you have no choice anymore and you will start working in Google Analytics 4.

Certainly not unimportant to forget: the link with Google Ads. Your Google Ads campaigns will also give you more insights into the customer journey.

Cookies and data analytics - Are you ready for the future yet?

A topic of increasing importance today: the collection of the "third-party" cookies. The data of users on your website is based on cookies, not these 🍪, but a piece of code to track user. By upgrading to GA4 (Google Analytics 4), you are prepared for the cookie-less future. The privacy of visitors on your website has also been considered, as it is possible in this new environment to request a data deletion request, where data of visitors can be removed. And all this, through the machine-learning of the new Google Analytics 4.

Do you also want to be prepared for the future of Analytics? Get in touch with Iris, we like to think along with you on strategic online marketing.