GA4 is the latest version of Google Analytics. GA4 is designed to track website and app data all in one place, providing access to a single source of truth for all your online initiatives. According to Google, GA4 has the flexibility to measure many different kinds of data, delivering a strong analytics experience that will help businesses prepare for the future. It also uses Google’s machine learning technology to surface and predict new insights.
GA4 was built with the analytics user in mind.
It comes with a range of reporting benefits such as the new ‘Explorations’ reporting feature that uses advanced techniques to help uncover deeper visitor behaviour insights. You can create a custom report using dimensions and metrics that are relevant to your analysis, or use the new, sophisticated funnel exploration platform where you can analyse user journey progression by applying segments and break down your data to gain a better understanding of the multi-step journey. You can also create a path exploration report which provides a tailored user journey analysis for your specific use case.
All these reporting features provide added benefits to your business, and give you more detailed insights into how people interact with your website and apps.
There are several differences between the two platforms, but the most noticeable are:
Your Universal Analytics will stop processing new data from 1 July 2023. You will not see new data in your reports after this date. Only historical data will be available.
You can continue to use and collect data in your standard Universal Analytics properties until 1st July 2023. After this, historical data will be available to access for at least six months.
This means you have until the end of 2023 to migrate or store any historical data as, after this time, you won’t be able to access your reports in Universal Analytics.
Unfortunately, you cannot. This is more than just a simple upgrade. It requires a bit of planning. Users will need to set up a new GA4 property in parallel with your existing Universal Analytics property.
If you’re using Universal Analytics, we recommend making the move to GA4 as soon as possible to avoid data loss. The sooner you switch, the sooner you’ll be able to gather the historical insights needed to measure your results over time when Universal Analytics eventually retires.