Data analysis is one of the key elements of a modern business with consistent performance. Google Analytics (GA) has been helping companies for years to make informed decisions based on a deeper understanding of their customers and competitors. Now Google is improving its analytics features by migrating to Google Analytics 4, which promises to provide even more insights for the application of marketing strategies.
Contents
Toggle- Google Analytics 4
- Replacing Universal Analytics with GA4
- Google's new technologies
- The Advantages of Migration Now
- How to switch from Universal Analytics to GA4?
- Things to pay attention to!
- What about the new sites?
- Google Ads
- Conclusion
Google Analytics 4
This is the latest version of Google Analytics that combines site and application data (this is one of the biggest differentials). On July 1, 2023, it will replace the current version of GA (Universal Analytics), so it is important that you migrate your data now to avoid losses.
With a flexible event-based data model, Google Analytics 4 allows you to check the unified user journeys on your site and apps, using Google machine learning to fill gaps in your data, with modeled insights and forecasting capabilities that generate the best results and expand business.
In addition, it guarantees Google, it follows a changing ecosystem, because it does not depend exclusively on cookies. So you can learn about customers even with gaps in your data.
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Replacing Universal Analytics with GA4
Those who have been using Analytics for a long time and follow the changes should remember that the latest version of Google Analytics was released in 2013, when it was called “Universal Analytics”. To do this, the tracking code had to be updated, but the data remained unchanged.
With Google Analytics 4, the situation is not so simple as it collects, stores and displays data in a way that is quite different from before. And while most people don't like changes, Analytics 4 is a tool to better understand user behavior, collect important and essential business data faster and even pay attention to user privacy.
Google's new technologies
This change is the result of three new technologies that Google has been working on for years:
1. Firebase Analytics
Also known as Google Analytics back-end. Firebase is a mobile app development set that Google acquired in 2014. In practice, this means that data registered on native sites and applications can now be displayed in a single format.
Firebase Analytics uses an event-oriented data model that is best for measuring user activity and describing behavior.
2. Google Signals
This technology can be familiar by the fact that the software recognizes connected users based on Google accounts. This is the same method Google uses to create audiences. And GA4 uses this feature instead of cookies to recognize users.
3. Global site tag
Allows changes to the user interface to change the code installed on the site. For example, you can use GA4 to activate a feature that allows you to track when users play a YouTube video, and the code to do so is automatically installed on your site without making any changes to the tag manager.
The Advantages of Migration Now
As I said earlier, by July 1, 2023, everyone will be forced to migrate to GA4. But despite the time limit still being too long, it is highly advantageous to migrate now. Understand why:
- This stage is very important: GA4 will only collect data from the moment you set up your account and will not matter the previous data. So the sooner you migrate, the more data you get.
- By switching to GA4 now, you can collect the two data sets (Universal Analytics and GA4) for a few months and have the chance to compare the data analyses in that period. You can't lose any important reference data.
- If you advance others, especially competitors, it will allow your machine learning software to train more and help reduce the gaps in visitor data. The sooner the tools collect the data, the more accurate the algorithm will be.
- Early adoption will allow you to take advantage of the improved data earlier. Since GA4 is the future of analysis, it is a good idea to familiarize yourself with the changes to ensure that everything is set correctly now, rather than getting in the way of the deadline. Why leave for the last hour when you can enjoy the benefits of better data now?
And here's a gold tip: “It’s always better to act than to react.”
How to switch from Universal Analytics to GA4?
Now that you understand what new resources GA4 has to offer, it's time to talk about how to really make the exchange.
Step 1. Create a new property in your Google Analytics account
First, you will need to create a new property in your Google Analytics account. Historical data will not be saved on the new property of GA4 because it uses a data model different from GA3, so both cannot share data.
If you want to keep your old data, you need to create a new property and set it up to import data from the old one.
To do this, log in to your account and click “Admin”.
Then select “Create Property” from the drop-down menu. Select GA4 and follow the instructions to complete the creation of your new property.
Step 2. Install the global site tag
After creating your new property, it's time to install the global site tag (gtag.js). gtag.js is a JavaScript marking structure that allows you to collect and send data to Google Analytics.
You can find the code for your new property in the GA Admin section. Go to Admin > Property > > Tracking Information Global site tag. From here, you can copy and paste the code into the code of your website.
Step 3. Check that the label is working
After installing gtag.js code, it is important to check that it is working properly. The easiest way to do that is to use it. Google Tag Wizard , a free Chrome extension of Google.
To use Tag Assistant, install the extension and navigate to your website. The Tag Wizard will automatically detect any Google tags on the page and will inform you if they are working properly.
You can also use the GA Debugger , another free Chrome extension. GA Debugger will show all tracking requests made by gtag.js code as well as any errors that may have occurred.
Step 4. Migrate your data (optional)
If you are using Universal Analytics, you can migrate your existing data to GA4. This process is optional, but it can be useful if you want to keep a complete history record of your data.
To migrate your data, log in to your GA account and go to Admin > Property > Data migration. From here, you can select which data you want to migrate and when you want migration to occur.
Attention: Not all data can be migrated from Universal Analytics to GA4. In particular, data from the following sources cannot be migrated:
- Google Analytics for Firebase
- Application properties + Web
- Segments
- Custom dimensions
- Custom metrics
- Coins
If you have data from these sources, you will need to export them and import them manually to GA4. In addition, in case of data backup, you can do it automatically for Universal Analytics and GA4, for example, GA4 for Google Sheets.
After migrating your data, you can delete your Universal Analytics property. To do this, go to Admin > Property settings and scroll down to the bottom of the page. You will see an option to “Delete this property”.
Things to pay attention to!
As migration to GA4 can be quite technical with some legacy systems and new systems that need to communicate, it is likely that some initial problems will arise. Some functions and features have been changed from Universal Analytics, so it is a good idea to set aside time for the migration process and allow for smooth and incremental changes that are accurate.
What about the new sites?
If you're launching a new site, it's probably best to simply use GA4.
Google Ads
Google Ads can be enhanced by extracting GA4 performance data. It can help you create more assertive ads, improve conversion rates and more. Taking into account that your position and messages from the ads are correct. Artificial Intelligence in this version of GA can't help much with that.
Conclusion
It is highly recommended that companies take advantage of the ability to migrate to Google Analytics 4 as soon as possible. If you haven't done that yet, set up your GA4 properties right now. Doing this in advance will help you avoid delays and ensure that your marketing efforts are ready to begin when this current version of the tool finally retires.
This will also allow you to find ways to deal with the data that Universal Analytics currently stores and experience email marketing, push notification marketing and other solutions for missing third-party cookies.
And remember: Universal Analytics will cease to work (except for access to historical data) on July 1, 2023!
