Prepare For The Future With GA4
Gain insights into what is new in Google Analytics, how to maintain your data integrity and data continuity.
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What is Google Analytics 4?
Google Analytics 4 (GA4) is the new generation of Google Analytics, offering different reports and functionality than Universal Analytics (UA). While UA only supports websites, GA4 can be used for websites, apps, and both together to elevate digital marketing. In the future, it is slated to include advanced machine learning to fill in data gaps and preserve campaign insights.
GA Universal Vs. GA 4
Measurement Models
The Universal Analytics measurement model is based on sessions and pages views while Google Analytics 4 uses a measurement model based on events and parameters
Historical Data
With GA4 there is no ability to migrate data from the prior version of Universal Analytics. The immediate implementation of GA4 will ensure the accuracy of data prior of Universal expiry date.
Data Retention
In Universal Analytics, the default data retention period is set to 26 months. Google Analytics 4 mandates the data retention to 14 months with no option of extension
User Interface
GA4 introduce a new UI that now features all hits being recorded as events.
Data Continuity Impacts – UA To GA4 2023
01
History
Historical Data. All historical data in Universal Analytics will no longer be accessible post-July 1st, 2023.
02
Continuity
There is no ability to connect the dots or compare data between Universal Analytics and Google Analytics 4 (GA4) directly or via a visual comparison. Google Analytics 4 (GA4) limits the data retention period to 14 months compared to unlimited in Universal Analytics.
03
Familiarity
Google Analytics 4 (GA4) introduces new nomenclature descriptions as well as visual cues for looking at the data.
04
Channel Grouping
The ability to define a custom channel grouping no longer exists. Google will now dictate how channel grouping is defined and will only update it once per year based upon user feedback.
05
Missed Data
Missed data due to configuration. Google Analytics 4 (GA4) differentiates from Universal Analytics is that will not automatically be captured as it previously was. Going forward all tags on a site must be duplicated to ensure they associate with the new Google Analytics 4 (GA4).
Universal Analytics to Google Analytics 4 Transition
01
Audit
03
Data
05
Measurement
02
Configuration
04
Mapping
Advertience
Solution
Google Analytics Universal
Google Analytics 4
Universal Analytics to Google Analytics 4 Data Continuity Solution
Effective July 1st, 2023 Universal Analytics, also known as Google Analytics, will enter its end of life process. The sunsetting of Universal Analytics will result in the loss of all historical data previously gathered from a website. As a solution to this event, ADVERTIENCE introduces a proprietary Analytics Solution that will retain and align all historical Universal Analytics data with new Google Analytics 4 data to provide clients a holistic view of website activity and performance devoid of data retention limitations.
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Key Benefit
Ensure data continuity post July 1st, 2023 and a seamless transition from Universal Analytics to Google Analytics 4.
Frequently asked questions
Google Analytics 4 is an event-based data model. This model focuses on collecting all hits as events compared to Universal Analytics which had different hit types for different data points (pages, events, transactions, scroll etc).
Cross Domain tracking remains unchanged between versions and is still available in Google Analytics 4. Cross domain tracking is configured in Google Tag Manager.
There are no hit limitations in GA4. You can collect as many hits as you like within the limitation now on the number of events you can collect. Universal Analytics formerly had 10 million hits per month per property, 200,000 hits per user per day and 500 hits per session.
Initially, Universal Analytics allows you to set the session limit from 1 minute to 4 hours; but GA4 now allows session timeout to 7 hours and 55 minutes. (Both Universal Analytics and GA4 have their default timeout session set to 30 minutes).
Google analytics 4 has said goodbye to reporting views. This is a huge change from Universal Analytics, which provided the ability to create views from a single property and filter them to provide different views on the dataset.
In GA4, “Conversions” are the replacement for Goals but unlike Universal Analytics, they can only be set up for events.
No, GA4 no longer provides an option to define Custom Channel Groupings. Here is a list of the mandated Channel Grouping definitions, set by Google. Default Channel Groupings (GA4).
No, you can not. The only way to update the Default Channel Groupings for Google Analytics is to email googleanalytics-channelgrouprequests@google.com. Google have stated they will review these requests at least once per year.
Yes, until July 1, 2023. After that, If you set up a GA4 property with a web data stream, you will have a new measurement ID beginning with the character “G”.
Unfortunately, it is impossible to transfer data from Universal Analytics to GA4. In order to ensure data continuity, we advise you to speak to (advertience) for an alternative solution.
Yes, you can. Google Tag Manager is not going anywhere for now and will still remain available for tag deployment as it has been for Universal Analytics.
In Universal Analytics, the default data retention period is 26 months but you had the option to set it to “Never Expire”. Google Analytics 4 mandates the data retention to 14 months with no option of extension.
No, this would have to be manually set up as new events, in order to see any data or traffic in GA4. advertience recommends to set up dual tracking for both Universal Analytics and Google Analytics 4 in Google Tag Manager until July 1, 2023. (After July 1, 2023, it is strongly recommended to audit your Google Tag Manager to ensure the removal of the former(UA) tags).
Yes, you can set up Ecommerce tracking for GA4, however it involves the use of parameters that have been preset by Google already. This is different from the Ecommerce tracking for Universal Analytics.
