How is GA4 Different From Universal Analytics

June 18th 2024 By Pic PR 5 minute read

When it comes to digital marketing, you can’t rest on your laurels. The landscape is constantly evolving, and one of the most significant changes in recent years is the transition from Universal Analytics to Google Analytics 4 (GA4). 

This shift marks the end of an era for Universal Analytics, a tool that’s been incredibly useful for marketers and analysts. 

But what is Universal Analytics, when did it end, and how much does it differ from GA4? Let’s find out…

 What is Universal Analytics

Universal Analytics (UA) is a version of Google Analytics that was introduced in 2012. It revolutionised website traffic tracking and analysis by offering more features and greater flexibility than its predecessor, Classic Analytics.

UA allowed businesses to track users across devices and sessions, providing a more comprehensive view of customer behaviour. With its customisable tracking capabilities and robust reporting, UA quickly became the go-to tool for digital marketers looking to optimise their online presence.

 

 When Did Universal Analytics End?

As of July 1, 2023, Google officially sunsetted Universal Analytics. After this date, UA properties no longer processed new data, and users had to transition to Google Analytics 4 (GA4) to continue tracking their web and app analytics.

This move was part of Google’s broader strategy to enhance user privacy and adapt to the evolving landscape of data analytics.

 
How to Use GA4 Effectively

GA4 though obviously still brings tracking benefits, but how do you go about using it and getting the best out of it? Here we give you a breakdown of how to set it up and get insightful reports.

Setting Up GA4

1. Create a GA4 Property
  • Access Google Analytics: Go to the Google Analytics homepage and sign in with your Google account.
  • Create Property: In the Admin panel, click on "Create Property." Choose "GA4 Setup Assistant" if you're upgrading from Universal Analytics or "GA4 Property" if setting up from scratch.
  • Provide Details: Enter the property name, and select your reporting time zone, and currency.

2. Add Data Streams

  • Web Stream: To track website data, click on “Data Streams” under your GA4 property, select “Web,” and enter your website URL and stream name. Follow the instructions to add the tracking tag to your website. This typically involves adding a Global Site Tag (gtag.js) to your website’s header.
  •  App Stream: For mobile apps, select “iOS app” or “Android app” and follow the instructions to integrate the Firebase SDK into your app.

Configuring GA4

 
1. Enhanced Measurement
  • Automatic Tracking: GA4 offers Enhanced Measurement, which automatically tracks interactions like page views, scrolls, outbound clicks, site search, video engagement, and file downloads.
  • Enable/Disable Events: Go to the “Data Streams” and enable or disable specific events based on your tracking needs.
 

2. Custom Events

  •  Creating Custom Events: Navigate to “Events” in the Admin panel and click on “Create Event.” Define your custom event parameters and conditions.
  •  Tag Manager Integration: Use Google Tag Manager to create and manage custom events for more complex tracking needs.

3. User Properties

  •  Define User Properties: In the Admin panel, go to “User Properties” and create properties to segment your audience. Examples include user demographics, subscription status, or engagement levels.
  •  Set User Properties: Implement the code snippets in your site/app to set user properties dynamically.
     

Reporting and Insights

 

1. Standard Reports

  •  Navigate Standard Reports: GA4’s reporting interface includes sections like Life Cycle (acquisition, engagement, monetisation, and retention) and User (demographics and tech). Customise and save these reports based on your needs.
  •  Custom Dashboards: Create custom dashboards to monitor key metrics. Add widgets to track real-time data, top-performing pages, traffic sources, and conversion goals.
     

2. Predictive Metrics

  •  Leverage Predictive Insights: GA4 uses machine learning to provide predictive metrics, such as purchase probability and churn probability. Use these insights to inform marketing strategies and improve retention efforts.

 3. Anomaly Detection

    • Monitor for Anomalies: GA4 automatically detects anomalies in your data. Set up alerts to get notified of significant deviations from expected performance, allowing you to investigate and address issues promptly.


    If you’d like to learn more about the end of Universal Analytics, please contact a member of our team today, who will be happy to help.

    Alternatively, why not read our previous blog and explore how to create a killer marketing campaign?

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