Upgrade to Google Analytics 4: Unlock the Power of Enhanced Insights

 
Online is Easy - UA expiry countdown

On 1 July 2023, standard Universal Analytics (UA) properties will stop processing data. For continued website measurement, migrate your original property settings to a Google Analytics 4 (GA4) property.

 
Reminder message that Google Universal Analytics will cease working on 1 July 2023.

Since March 2023, you have been able to create a GA4 property. Your existing Google Analytics account will automatically create one for you, unless you opt out. This new property will be based on the settings in your existing Universal Analytics (UA) property, if you have one.

If you have created a GA4 property, and that property is connected to a Universal Analytics property, Google will copy over any configurations (e.g.- goals, audiences, etc.) from your Universal Analytics property that you have not marked as complete in your GA4 property, unless you opt out.

However, there is some setting up to do and there is a difference between basic GA4 and the more detailed, but way more insightful, Google Tag Manager.

Why are third-party cookies being abolished?

HTTP cookies (also called web cookies, internet cookies, browser cookies, or simply cookies) are small blocks of data created by a web server while a user is browsing a website. That data, or cookie, is placed on the user's computer or other device by their web browser.

Cookies enable web servers to store useful information (such as items added in the shopping cart in an online store) on the user's device or to track the user's browsing activity (including clicking particular buttons, logging in, or recording which pages were visited in the past).

Tracking cookies, and especially third-party tracking cookies, are commonly used as ways to compile long-term records of individuals' browsing histories — a potential privacy concern that prompted European and U.S. lawmakers to take action in 2011. European law now requires that all websites targeting European Union member states gain "informed consent" from users before storing non-essential cookies on their device.

Initiated by the European Union's new data privacy and security laws that dictate that "explicit consent" must be gathered from web users who are being tracked via "cookies".


Though it was drafted and passed by the European Union (EU), it imposes obligations on organisations anywhere, so long as they target or collect data related to people in the EU. The General Data Protection Regulation (GDPR) is the toughest privacy and security law in the world. The regulation was put into effect on 25 May 2018 and it levies harsh fines against those who violate its privacy and security standards, with penalties reaching into the tens of millions of euros.

The GDPR gives individuals more control over their personal information in the most basic interpretation. It's forced companies to reframe how they think about data privacy, making “privacy by design” paramount.

Google’s response was, "Users are demanding greater privacy --including transparency, choice, and control over how their data is used -- and it’s clear the web ecosystem needs to evolve to meet these increasing demands"

Firefox and Safari phased out the third-party cookie already, but Google was cautious not to "undermine the business model of many ad-supported websites” and so they opted to phase out third party cookies over 2 years.

Universal Analytics (UA) relies on third-party cookies and that’s why, on 1 July 2023, standard Universal Analytics (UA) properties will stop processing data from cookies and GA4, Google Analytics 4 (aka Tag Manager) will take over the job.

 
 

How is GA4 different from UA?

Google Analytics 4 (GA4) differs from Universal Analytics (UA) as it shifts from a session-based model to an event-based model, allowing for more comprehensive tracking of user interactions across multiple platforms and providing deeper insights into user behaviour and engagement. 🔍

The shift means that in GA4, the focus is on tracking individual user interactions or events rather than grouping them into sessions. In Universal Analytics (UA), a session is a period of time during which a user engages with a website or app. Each session is characterised by a series of pageviews and interactions. ✨

With GA4, events are the focus, capturing specific user actions such as clicks, video views, downloads, purchases or form submissions. Events are collected and analysed individually, providing a more granular and detailed understanding of user behaviour. 📈

The event-based model allows for greater flexibility in tracking user interactions across different platforms too, so it’s not just your website but mobile apps or other digital channels like social media. Events provide a more comprehensive view of user engagement than UA and enable businesses to make more informed data-driven decisions. 🚀

Roll with innovation and unlock the power of GA4! Leverage the advanced features to gain a deeper understanding of your data and unlock new opportunities for success. 💪

There are several key differences between UA and GA4:

 

  • GA4 has a different data model compared to UA. It focuses on events and parameters rather than pageviews and sessions. This shift allows for more flexibility in tracking user interactions across various platforms and devices.

  • GA4 provides improved cross-platform tracking out of the box. It allows you to track user interactions across websites, mobile apps, and other digital platforms, providing a more holistic view of user behaviour.

  • GA4 incorporates advanced machine learning capabilities that enable automated insights and predictive analytics. It can help identify trends, predict user behaviour, and provide more meaningful data analysis.

  • GA4 places a stronger emphasis on user privacy and data protection. It includes features like granular data controls, enhanced data deletion options, and more streamlined user consent management.

  • The reporting interface in GA4 has been redesigned and offers a more intuitive and user-friendly experience compared to UA. It includes new reports and features that allow for deeper analysis and exploration of data.

 

It's worth noting that GA4 is designed as the future of Google Analytics, and Google encourages users to migrate from UA to GA4 for long-term support and updates.

 
 

What is Google Tag Manager?

Google Tag Manager (GTM) is a free tool provided by Google that simplifies the process of managing and deploying various tags and tracking codes on your website or mobile app. It allows you to centrally manage all your marketing and analytics tags without directly modifying your website's code.

Google Tag Manager, offers:

 

  • Easily add, update, and remove tags on your website or app without requiring any coding knowledge. Tags can include various tracking codes, such as Google Analytics, Facebook Pixel, AdWords conversion tracking, and more.

  • Instead of manually adding tracking codes to each page or app screen, you add the GTM container code to your site or app, and then all the tags are managed within the GTM interface. This simplifies the process and makes it easier to maintain and update your tracking configurations.

  • GTM allows you to define triggers that determine when tags should fire. These triggers can be based on various conditions, such as page URL, user interactions, form submissions, or other custom events. This flexibility enables you to control when and where specific tags are triggered.

  • GTM provides version control and a history log, allowing you to keep track of changes made to tags and revert to previous configurations if needed. This feature enhances collaboration and makes it easier to troubleshoot and maintain your tag implementations.

  • GTM includes a preview mode that enables you to test and validate your tags before publishing them live. You can see how tags fire and inspect the data they capture, helping you ensure they are working correctly.

 

Google Tag Manager simplifies the process of managing multiple marketing and analytics tags across various platforms, reducing the reliance on developers and providing business owners more control over their online tracking.

Do it yourself?

If you’d like to do it yourself, follow the Google Support Article to begin using the new GA4 insights.

 
 
 

Get help with GA4 migration?

Online is Easy - UA expiry countdown
 

After 1 July 2023, you'll be able to access your previously processed data in your Universal Analytics property for at least six months, however, Google strongly encourages you to export your historical reports during this time.

 
 

If you need assistance, contact us for training, use the Google Support link above to step through the process yourself, or for just $168 get the Online is Easy team to do it for you.

Anthony Mayer

Anthony is a digital strategy consultant who specialises in connecting people with cloud-based tools and web solutions.

He combines existing and emerging technologies with best practices, budget capacity, and human capability to help businesses and community groups innovate. Anthony is Founder of Online is Easy, based in Gippsland, Victoria, Australia.