Did you know that Google’s Universal Analytics will stop collecting data on July 1st, 2023? Yes, it is true and you can check it on the official website- Google Help. Though you can collect historical data for six months after the due date. So, what you will use in place of Google’s Universal Analytics? Google Analytics 4 (GA4) has already been introduced to us. It will take over the place of Google’s Universal Analytics.
Google Analytics 4 is the new version of Google Analytics that can provide you with detailed insights into your websites and apps. This tool collects data from your website and app to help you understand your customer journey. This guide is to tell you everything that you need to know about Google Analytics 4.
How Google Analytics 4 Is Different?
The data structure and data collection logic used by GA4 are different from the universal analytics. Now, as we know that Google is prioritizing customer experience rather than session, therefore, GA4 processes every interaction as the user like a standalone event. It means that everything is built around users and events.
It may sound simple, but it is a significant change in Google Analytics. GA4 —an event model is highly efficient and it can predict users’ behavior.
I would like to recommend you start using GA 4 parallelly with Universal Analytics. GA4 will start collecting data and make your future analysis quite more meaningful. It will make your future digital marketing efforts more fruitful.
When you have precise data, then it is quite obvious that you can make the right marketing decisions.
Detailed Insight: How GA4 Is Different From UA?
GA4 Is Like Blank Canvas
You need to back up your data for GA4 because it will be like a blank slate. But, you cannot import your data from UV and the reason is both have different data structures. With the change in the data collection method in GA 4, there are so many things that are also changing. To use your historical data, you need to export UA data and use a special kind of app to see it.
Integrates Web And Mobile Data
GA4 can easily track and report users coming from different devices. It is so because the data model of GA4 is an evolved form of Google’s Firebase SDK. It would let you have detailed insight into the cross-device journeys of the user. Ultimately, helping you at a more-precise level and letting you make wise decisions.
No Tracking Of Third-Party Cookies
No more tracking of third-party cookies, GA4 will be focused on first-party cookies. The biggest reason for moving away from third-party cookies is privacy concerns.
Do you know the difference between first-party and third-party cookies?
First-party cookies track your activity only on your website. They store personal information that makes your website easy to use. These cookies are put there by the owner of the website.
On the other hand, third-party cookies are placed on the website by someone else and not by the owner. Third-party cookies help to automatically track your activities.
Now, Google will remove third-party cookies from Google Analytics and Google Chrome. This small change will be going to bring a huge difference because it will change the pattern of collecting data from Google and advertisers.
Change Key Metrics
As we have already explained that GA4 is using a different data collection model, therefore, it will change the key metrics for analysis as well. Let’s take an example of the bounce rate:
Bounce rate can be described as the percentage of the total session where the user does not interact with the page before leaving it. Now, GA4 replaces this key metric with engagement rate.
Further, the Engagement rate can be described as the percentage of the number of engagement sessions. Usually, these sessions are those
- Session longer than 10 seconds
- Lead to the conversion event
- Have a minimum two page or screen views
How To Configure Google Analytics 4?
The process of setting up GA4 is quite simple and all this require is just a few steps. If you already have a Google Analytics account, then start implementing the steps that are mentioned below. Otherwise, first set up your Google account.
Steps To Set Up GA4
It is important to configure Google analytics 4 to start using it. If you don’t know how to do it, then you are at the right place. Here, we are going to share step by step guide to configuring Google Analytics 4:
Step 1: Create New GA4 Property
If you want to start GA4 tracking, then it is important to ensure you have a property with which you can track. You can easily use GA4 property for every property that was available in existing Universal Analytics. To do this, you have to click the button “Create Property,” and follow the steps that are mentioned below.
- Click the button “Property Settings” displayed on the lefthand side of the navigation menu
- You should fill in the details for the Property. Make sure you precisely do this task to avoid any kind of mistake.
Now, you have created basic property. But there are some other steps that you need to follow before starting tracking.
Step 2: Connect With Data Warehouse
You should keep in mind that Google Analytics 4 is allowing only 14 months’ time-frame to retain your old data from Universal Analytics. To store your historical data, you have to use a data streaming warehouse.
You can use any Data Warehouse at your convenience. I would like to recommend you use BigQuery because GA4 offers an easy connection to this platform.
Before start linking with the data warehouse with your GA4 account, you should set up a project for your website. To do this, you have to follow Google’s Guide as shown below:
- Go to Setup Assistant and click on the Button “Link BigQuery” in the “Linking” section.
- After that, hit the blue “Link” button.
- Now, hit on the “Choose a BigQuery Project” button. (if you can’t find it, then you need to search for it by using Project ID).
- Choose the right BigQuery project and finally hit the “Confirm” button.
- You should choose the data location.
- Next, you have to choose the data streams and frequency. I would like to recommend you set the frequency at “Daily.”
- Now, click on the next step where you have to review and submit the data. After completing this step, you can see your account on the BigQuery linking page.
Step 3: Link To Your Existing Accounts
After linking with BiqQuery, you also have to link your Google Ads accounts. It will let you the leverage improved cross-platform data integration and reporting abilities of Google Analytics 4. This task needs two processes which are described below:
Google Ads
- Open Setup Assistant and hit the button “Link Google Ads” in the “Linking” section.
- After that hit the blue color “Link” button.
- Next, you should click “Choose Google Ads Accounts.”
- Click the “Confirm” button after selecting your account.
- After that hit the “Enable Auto-tagging” button and choose “Leave my auto-tagging settings as they are.”
- Hit the button “Next” and then “Review your settings.” Next, you have to click the button “Submit” to complete the process.
Google Merchant Center
If you want to use Google Ads for an ecommerce website, then you will also be using Google Shopping. To integrate your GA4 data into Google Merchant Center (GMC), then you have to link GMC with you’re new property by using the following steps:
- Open Google Analytics, and click the button “Admin”
- In the “Account” column, you should select the required account. In case, you have only one Google Analytics account, then it would be already selected.
- Under the “property” section, you should select the property that you want to be linked with the Merchant Center.
- Also, under the “property” column, below “Product Links”, you should hit “Google Merchant Center Links.”
- Now, hit the blue “Link” button.
- After that, you have to click on “Choose Account,” and choose the right account to with you want to link the property. Then, click “Next.”
- Now, you should choose to enable auto-tagging under “Enable Auto-tagging,” for the Merchant Center account. Finally, click on the “next” button.
- After that, you need to review and submit the settings.
Wrap Up
Though you can use Universal Analytics till July 1, 2023. But I would like to recommend you start using Google Analytics 4 now. As soon as you start using it and start tracking website data, then there would be more historical data you’ll have when Universal Analytics meets its end.