2 min read

UA to GA4: The Shift You Can't Ignore

UA to GA4: The Shift You Can't Ignore

Since its inception in 2007, Google Analytics has been instrumental in tracking website performance and marketing outcomes. The Universal Analytics dashboard, introduced in 2012, has been pivotal in monitoring user acquisition, behaviour, and conversions. Fast forward to October 2020, Google Analytics 4 (GA4) was launched, promising AI-driven insights and revamped dashboards.

 

Google Analytics 4: A Game-Changer for Marketers

 

GA4, an evolution of the App + Web property beta, is designed to enhance your marketing ROI. Its machine learning core offers automated insights and a comprehensive understanding of customer behaviour across devices and platforms.

GA4 introduces a shift in how we measure marketing and website performance. The new lifecycle reports are tailored to track user and customer journeys more effectively. Unlike previous versions, GA4 allows us to see user acquisition beyond channels, offering a holistic view of customer interactions across devices via unique user IDs. Google's 'Google Signals' for GA4 further enables user deduplication across devices, optimising ad spend and providing more accurate user reporting.

As an agency, we understand the hesitancy to switch from UA to GA4. The transition can be challenging, but rest assured, we're here to guide you through it. While UA is still operational for now, it's crucial to prepare for the inevitable shift to GA4.

Some users have reported warnings on their UA accounts, indicating that data processing will cease soon. Others have confirmed that their UA accounts have already stopped tracking data. If you're still using UA, it's likely that your account's days are numbered.

Google has clarified that the UA sunset is being implemented in phases, which explains why some users still have access to their UA data. They've emphasised that all UA properties will eventually stop processing new data and have encouraged users to switch to GA4 as soon as possible.

 

The GA4 Interface

When you log into GA4 for the first time, it’ll look vaguely familiar, but you’ll notice a different reporting structure. The biggest challenge? Finding where to find the reports you need. With different names and new navigation, it can be a struggle to know where to start.GA4Google Analytics 4: Key Features

  • Customer Lifecycle Reporting: 
    GA4's four core reports allow you to delve into the customer journey, understand customer actions, and assess customer retention post-conversion.
  • Codeless Event Tracking: 
    Track on-page actions like page scrolls or video plays without event code or Google Tag Manager. Note: Shopify backend customisation limits may prevent e-commerce tracking implementation until Shopify develops it.
  • AI-Powered Insights & Predictions: 
    GA4's machine learning capabilities highlight data trends and predict outcomes like potential revenue from specific customer segments.
  • Audience Integration with Google Ads: 
    Manage audience lists in GA4 across Web and App properties. GA4 automatically updates the list to prevent ad retargeting for users who have completed a purchase.
  • Enhanced User Data Controls: 
    Google's privacy model offers separate consent opt-ins for Analytics and Ads. Businesses have more control over data deletion to comply with user requests without impacting data collection.
  • Analytics in a Cookie-less Future: 
    With the phasing out of third-party cookies, Google anticipates data sparsity as the new norm and will rely on machine learning to fill data gaps.

GA4 Metrics

Google Analytics 4 is a significant upgrade that promises to revolutionise how brands and marketers track and understand user behaviour, offering more precise and actionable insights.

Explore Our Services

DIGITAL PR 

Earn authoritative links and drive brand awareness with Digital PR

PAID SEARCH

Deliver instant traffic and revenue through Paid Search and Shopping

SOCIAL ADS

Reach new audiences and retarget existing ones on social channels 

CONTENT

Attract and engage website visitors with a well executed content strategy

Boost SEO with Faster Page Speed

3 min read

Boost SEO with Faster Page Speed

Learn how your website's page speed can significantly improve its SEO performance and user experience.

Read More
Blackhat SEO: Unmasking the Dark Side of Digital Marketing

4 min read

Blackhat SEO: Unmasking the Dark Side of Digital Marketing

Discover the shady tactics behind Blackhat SEO and its impact on digital marketing.

Read More
Boost Your Quality Score on Google Ads

4 min read

Boost Your Quality Score on Google Ads

Learn how to enhance your Google Ads Quality Score and increase the success of your advertising campaigns.

Read More

October Search Updates

There have been quite a few major updates that have come out in the last month, so we’ve summarised and analysed the major changes and updates for...

Read More

Cambridge Analytica scandal: what should Herts businesses do?

We asked our resident Facebook expert, Mark King, about the recent Cambridge Analytica scandal. In this quick run-through, he offers an insight into...

Read More

1 min read

Google SEO Shortcuts – Simple, Fast & Reliable!

This blog is essentially a definitive guide to my favourite Google shortcuts. Google shortcuts can provide you with free, fast and accurate facts...

Read More