Google Analytics 4: what you need to know

Moving from Google Analytics Universal (GA3) to Google Analytics 4 (GA4) brings major changes and new capabilities. Here are the essentials you need to know:

1. A different data architecture

• Event-based model: GA4 uses an event-based architecture instead of GA3’s page-based model. Every interaction (clicks, views, purchases) is recorded as an event, giving more flexibility in analysis.
• Less reliance on cookies: GA4 is built to work better when cookies are limited, and leans on AI and machine learning for data collection.

2. Starting a new property

• Run it alongside GA3: You can create a GA4 property in parallel with your existing GA3 property. That lets you collect GA4 data while still using GA3 during the transition.
• Install the tracking code: GA4’s tracking code differs from GA3. Update your site to add the new code, or apply it through Google Tag Manager.

3. New analysis tools

• Event reporting and custom explorations: GA4 includes built-in tools for event-based reports. Custom analysis is more flexible via Explore, where you can build tailored explorations.
• AI-powered insights: GA4 includes machine-learning tools that surface behaviour patterns and help predict future trends.

4. Changes in how data is managed

• Customer-centric data: GA4 emphasises customer data based on engagement and interaction, enabling more personalised analysis and reporting.
• User-journey analysis: GA4 focuses on the user’s path through your site or app, rather than only sessions and page views.

5. Migration and historical data

• Historical data: Data collected in GA3 does not move automatically into GA4. Keep access to GA3 for older reporting.
• Strategy and tooling: Plan your migration, including how you will rebuild or upgrade existing reports and analysis tools.

6. Training and support

Support from Google: Google provides learning resources for the GA4 transition, including guides and online courses.

Train your team: Invest in training so users understand the new features and how the system works.

Moving to GA4 can be challenging, but it unlocks stronger tools and capabilities that improve how you analyse data and understand your users.