Do you use Google Analytics? Take care of your data by introducing Google Analytics 4 now! Why is it worth implementing GA4, what are the benefits of tracking and analyzing data in both Universal and Google Analytics 4 versions? Read on!
Switching from Google Analytics Universal to GA4 will be a necessary challenge for all online businesses. On July 1, 2023, Google will fully replace the Universal service with a new product – GA4. It is worth preparing for this change early enough to start collecting historical data and use the latest innovations, while maintaining the reports and data collected in the current version.
We are aware that not everyone has time to learn about the details of the changes resulting from the new version of Google Analytics. That is why we make the process of implementing the new version easier for you.
Google Analytics 4: Two Paths of Learning and Implementation
Very fast – with the help of Paraphrase Online analysts. We will do everything for you.
How to efficiently implement Google Analytics 4? All you need to do is make an appointment with our expert who will show you step by step how we implement the latest version of Google Analytics 4 and tell you what support you will receive.
We will take care of the security of your website during implementation and we will make sure that everything works as it should. And you can easily analyze the data in two versions of Google Analytics (the current one – Universal and the new one – GA4).
Slightly longer – that is, about Google Analytics 4 with instructions on how to create a service.
Learn the 4 most important changes brought by Google Analytics 4. Learn how to implement GA4 tracking code yourself. Get a step-by-step implementation guide.
This is a mini-guide for marketing specialists, business analysts and business owners who work with Google Analytics on a daily basis and want to know what’s going on in the analytical grass. In this release, expect more details about the changes and differences between Google Analytics Universal and Google Analytics 4.
Below is the longer path to success:
Top 4 most important changes brought by Google Analytics 4
Before implementing the latest version of Google Analytics, it is worth learning about the most important changes that this new tool brings. The difference is in tracking as well as in presenting and analyzing data. GA4 is not only a change of interface (although you will have to familiarize yourself with it), it is a new generation of analytics! What are the 4 most important changes introduced by Google Analytics 4?
A. Changing the axis of data collection in Google Analytics 4
With this change, we will obtain more accurate information about user interactions with the site.
What exactly is this change?
The current version of Google Analytics (Universal) focuses on session-based traffic data collection. This assumption has been true for many years of Universal’s operation. However, currently the phenomenon of cross-over between devices, i.e. the use by users of both computers and mobile devices, disturbs the adequacy of the data flowing into our reports.
In addition, the increasingly complicated customer purchasing path, in which different channels and devices mix before the user even decides to convert, means that the current analysis based on the session does not give such a reliable picture. Moreover, the data collection approach of Google Analytics Universal relies heavily on cookies, which also results in increasing data clutter and significant discrepancy between the relevant metrics.
Google Analytics 4 comes in handy, in which the collection of traffic data is focused on the users. GA4 allows us to combine data from a website with data from a mobile application. So we get one source of truth about traffic and conversions from two separate environments. Thanks to this, despite users switching between different devices and channels, we receive reliable data on their number, actions and behavior.
In the latest version of Google Analytics (GA4), all actions taken by users are recorded and measured as events (Event + Parameter). While events also existed at Universal, they were not the main basis for data tracking in this release. In GA4, events are imported appropriately and qualified as conversions, as per our findings.
In Google Analytics 4, we are dealing with Enhanced Measurement, i.e. enhanced tracking of events. Thanks to this, our measurements are enriched with additional events that will appear automatically when implementing the GA4 code – it is also possible to disable this function. All this allows us to learn more about the behavior of our users.
What events can we track in Google Analytics 4?
There are four types of events:
– events collected automatically (not requiring code changes),
– event covered by advanced measurement – Enhanced Measurement (not requiring code changes),
– recommended events (requiring code changes),
– custom events (requiring code changes).
Examples of Advanced Measurement Events include:
– file_download when a user clicks a link to a file to download;
– click when the user clicks a link leading outside the current domain,
– scroll when the user first reaches the bottom of each page.
– and much more!
After implementing the Google Analytics 4 code, the panel will immediately start collecting data on automatic events or those included in the advanced measurement.
B. Better understanding of the customer lifecycle in Google Analytics 4
Thanks to the organization of data in Google Analytics 4, we can thoroughly analyze the customer’s shopping path – from the moment of acquisition, through any interactions with the website or application, to conversions and maintaining the relationship and commitment around the brand and its products or services.
What is this change about?
At GA4, we focus on the user and user behavior. Thanks to this, we can analyze the flow of users and properly select the advertising message. What’s more, we have the ability to carefully check the needs of our users depending on the stage on the path and thus adjust our website to their expectations. All this using reports within Google Analytics 4!
C. Attribution based on GA4 data
Data-driven attribution, available only in Google Analytics 4, will give you precise information about what converted users’ interactions with your site. That is, all the interactions that led the user, for example, to complete a purchase, send an inquiry, place an order or contact your company.
Tip: What is this attribution really?
Attribution is a set of rules that allow you to assign a channel (for example: Google Ads campaign, Facebook Ads, Youtube ad, organic traffic) on our user’s path to conversion. We can assign “powers” to a given channel in various ways depending on the strategy we adopt.
It is worth noting that the selection of the appropriate attribution is crucial for the subsequent measurement of the effectiveness of our online activities.
According to the attribution model we choose, this share (of a given channel) will be divided and assigned accordingly. Still hard to understand?
Data-based attribution model in Google Analytics 4, which was created for the behavior of users of your website or mobile application. It’s unique and closely aligned with your website traffic – assigns conversion credit based on how users interact with your ads and choose to become your customers. This attribution model is not available in Google Analytics Universal.
In order to be able to analyze and draw conclusions using a data-driven attribution model, the GA4 system needs to collect enough data to learn.
D. Machine learning in the new Google Analytics service 4
So far, using Universal Analytics, we have not had the opportunity to try out machine learning “on our own” (at least at such an advanced level). In GA4, machine learning allows to forecast user behavior and their propensity to convert.
Based on the available amount of data, the system processes it and provides estimates on the basis of which we can predict traffic, number and conversion value. Thanks to this data, you will get a stable basis for basing your business and strategic decisions, and you will also plan your advertising expenses.
Universal Analytics + Google Analytics 4 = a perfect marriage! So what is dual tagging?
Dual tagging is the simultaneous configuration of two analytical systems: Universal Analytics and GA4. Thanks to this, we have time to get acquainted with the new panel, reports and Google Analytics 4 settings, while our existing data and the entire history remain safe in Google Universal.
What’s more, thanks to dual-tagging, we gain an advantage over the competition that has not yet implemented the new service (and will have to implement it!), And we gain recognition from our customers by developing new opportunities in GA4 faster and thus responding to their expectations thanks to better tracking of the purchasing path.