What Businesses Need to Know about Google Analytics 4
Marketers often have mixed feelings about major shifts in Google’s ever-changing algorithm—we’ve all seen the memes. Rather than dreading the inevitable change, let’s just imagine how a major shift in Google’s analytics platform might rock the marketing world.
It’s no secret that leaders and marketing directors at small- or medium-sized businesses wear many hats. Website analytics can be just one of several important responsibilities. With Google’s recent mandate to switch from Universal Analytics (UA) to Google Analytics 4 (GA4) by July 1, 2023, it’s time for businesses to start planning for the upgrade.
Here are 4 steps that businesses can take for a seamless transition to GA4.
1. Start the conversation & strategize
If you are interested in GA4, chances are others in your organization may be as well. You can start the conversation internally and with your digital agency to gather any questions or concerns your company may have about GA4 and strategize your measurement goals. All businesses that invest in the power of website analytics are facing GA4 migrations over the next year—you’re not alone! From detailed discussions about goals and conversions, we can help facilitate your internal discussion or help to answer questions and build your GA4 strategy.
2. Don’t get rid of Universal Analytics yet
UA will stop processing data on July 1, 2023, but it’s not time to ditch UA just yet. Remember, valuable, historic data lives there. Start your GA4 migration intentionally and preserve your historic data in the meantime. For some e-commerce businesses, consider if there’s value in migrating data from UA to GA4. Or get started with your GA4 data switch early and start collecting data as soon as possible.
3. Get to know Google Tag Manager
GA4 and Google Tag Manager (or GTM) complement each other and we recommended using GTM for GA4 set up. GTM allows you to install code snippets, like the GA4 tracking code, into your website. GTM is where you also create custom event triggers, which tailor the data GA4 collects. Also, GA4’s new debug mode and near-instantaneous user-tracking makes troubleshooting your tracking setup easy.
4. Start learning & collecting data now
The earlier you start collecting the data, the more time you have to customize your data, learn the interface and create your custom reports. Some business and marketing leaders have explored data in Google Analytics 4 but may not have had time to do a deep dive yet. Now is the time.
We recommend setting up GA4 alongside your existing Universal Analytics in order to gather data now and begin to learn the tool. If you’re looking for more information or need someone to help walk you through these analytic changes, we’re happy to help.
Still have questions? Below are a few commonly asked questions that you'll need to address as you embark on implementing GA4.
GA4 Cheat Sheet
1. When do I have to switch to Google Analytics 4?
Starting in March, Google will automatically create Google Analytics 4 (GA4) properties for any customer who does not set up a GA4 property with basic settings. This means Google will transition your UA account to GA4 without any custom strategy. Google strongly recommends you manually migrate your Universal Analytics settings to GA4.
2. Can I switch to GA4 and still access my past Universal Analytics data?
UA data will be there, but not forever. There is no official date for this, but legacy data must be exported out of UA properties.
3. Will the UA data that I know match the GA4 data?
Not all metrics will match between the old reports and the new ones.
4. How should companies switch to GA4?
There’s a straightforward process to walk through in Google Analytics, but that’s not the whole process. Google Tag Manager is needed for GA4 implementation. There could be situations where the triggers that fire tags from Universal Analytics can be reused. This is also an opportunity to connect with your web team to design or customize event triggers. This could uncover more opportunities for expanded and customized data reporting.
This blog is Part Two in a three-part series about what businesses need to know about Google Analytics 4. Read Part One titled “Why Google Analytics 4 is a Breath of Fresh Air”. If you have questions about these changes or want to connect about what this means for your business, reach out. Let’s discuss how to get your website analytics upgraded.