As digital marketers, we constantly adapt to new technologies and tools. Google Analytics 4 (GA4) represents a revolutionary upgrade to the popular analytics platform, promising unprecedented data control and customization levels.
However, transitioning from Universal Analytics to GA4 requires preparation to maximize the benefits of this new version.
The Transition From Universal Analytics to GA4
The steps required to migrate to the new platform will vary depending on how Universal Analytics was initially set up.
If Universal Analytics was set up more than five years ago, you can set up GA4 separately using the GA4 gtag.js script, without worrying about connecting the two. This approach allows for more progress and flexibility.
For those who have installed Universal Analytics with one of the more recent gtags, you can connect them and request that the setup from Universal Analytics be transferred to GA4.
Deciding Which Behaviors to Track and Measure in GA4
GA4 uses a different schema or structure to record data compared to Universal Analytics.
Universal Analytics operates on a hierarchy that governs its actions and events, including event category, event action, and event label, providing multiple levels of information.
In GA4, this hierarchy is simplified. The primary event name is just one aspect of the event, with additional details like user navigation, previous pages, purchased products, and purchase events. These details need to be collected during the GA4 planning stage to track and measure specific visitor behaviors.
Universal Analytics measures behaviors such as page views and scroll depth, which you likely already track. In GA4, you’ll need to create new events for each behavior. For example, you might create a scroll-and-click event or purchase and add-to-cart events for an e-commerce site. Your business model and tech stack will determine the specific events you create.
Prepare for the transition by listing all behaviors you currently measure or want to measure and set them up in GA4 one at a time. Page views are the simplest to set up.
A New Way to Report: Getting Used to It
GA4 may initially seem cumbersome and difficult to use, but improvements to the UI are continuously being made. It will gradually become more intuitive.
The sooner you start using GA4, the easier it will become. New features, such as the library function for sharing reports with team members, are already in the pipeline.
You will use Tag Manager to collect data, GA4 to store it, and Google Data Studio to build reports.
GA4 excels at storing data and measuring user behaviors on your platforms. While it wasn’t designed to measure ROAS or ROI, it does a fantastic job of tracking site behavior. Google Data Studio can then create detailed reports using this data.
Final Thoughts
Google Analytics 4 is a powerful tool that offers deeper insights into user behavior and more accurate data than ever before.
However, the transition requires preparation. Ensure all your data is correctly migrated, update tags, create new views, and properly implement your tracking code.
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