The complete Guide on everything you need to know about Google Analytics 4

In October 2021, Google announced the transition from Google Analytics Universal to the new and improved Google Analytics 4. For digital marketers, this means that the way we collect and analyze data must change. In this guide, you’ll learn everything you need to know about GA4, including how to set it up, how to use it, and what best practices to follow to use it effectively. If you want to be sure that you are using the latest version of Google Analytics to the fullest, then this guide is for you. Let’s start!

What is Google Analytics 4 (GA4)

Google Analytics 4 (GA4) is the latest version of Google Analytics. It completely rethinks how analytics works and is designed to help digital marketers make a smooth transition from the old version of Google Analytics (Universal Analytics) to the new GA4.

How does tracking work on GA4?

Google Analytics 4 uses a combination of event and dimension-based data to track user engagement. Events are then used to populate user properties, which in turn help define an audience for remarketing purposes. This approach allows you to get a better understanding of how users interact with your site or application.

Event Tracking on GA4

Event tracking in GA4 is set up differently than in Universal Analytics. Instead of configuring individual events, you will need to define a set of parameters that will be used to track all events that you want to control. Options can be customized to suit your business needs. Here is a step by step guide on how to do event tracking on GA4:

1. Sign in to your Google Analytics account and select the Admin tab.
2. Under the Events heading, click Options.
3. Click +New setting.
4. Enter a parameter name and select the type of data you want to collect.
5. Save your changes.
6. Follow the same steps to create additional options if needed.
7. Add parameters to events in Google Tag Manager .

1. Publish your changes.

E-commerce tracking on GA4

Google Analytics 4 has a built-in eCommerce tracking feature that can be used to track sales and conversion data . This feature is not available in Universal Analytics. To set up eCommerce tracking in GA4, follow these steps:

1. Sign in to your Google Analytics account and select the Admin tab.
2. Click Admin and navigate to the desired view.
3. In the VIEW column, click Ecommerce Settings.
4. Set Enable Ecommerce to ON.
5. Under the Events heading, click the Trade button.
6. Select/create an e-commerce specific event from the drop down menu.
7. Follow the same steps to create additional options if needed.
8. Add parameters to events in Google Tag Manager.

1. Publish your changes.

Custom properties on GA4

Another important difference between Universal Analytics and GA4 is how user properties are handled. In Universal Analytics, user properties are set at the individual session level . This means they can’t be used to track long-term engagement or create remarketing audiences. GA4 uses a different approach called “custom properties”. These properties are associated with a specific user ID and can be used to track engagement over time. They can also be used to create remarketing audiences.

How is GA4 different?

The main difference between GA4 and Universal Analytics is the way data is collected and processed. Universal Analytics uses cookies to track user behavior, while GA4 uses first party data that is stored in the browser’s local storage. This allows you to track users across devices and platforms without the use of cookies .. Another key difference is the way data is processed in GA4. Universal Analytics uses a batch processing system, which means that data is processed in batches at predetermined intervals. GA4 uses a stream processing system, which means data is processed in real time as it is received. Finally, GA4 includes a number of features that are not available in Universal Analytics. These include:

1. Event-based data collection : GA4 collects data based on events, which gives you a better picture of how users interact with your site or application.
2. Custom Properties: GA4 uses custom properties to track engagement over time and create remarketing audiences.

1. Built-in e-commerce tracking: GA4 has a built-in e-commerce tracking that can be used to track sales and conversion data.
2. Cross-Device Tracking: GA4 can track users across devices and platforms without the use of cookies.
3. Custom Analysis : GA4 includes a number of features that make it easy to perform custom analysis. These include custom reports , segments, and dimensions.

Major Changes in Google Analytics 4

There are a few key changes that users should be aware of when moving to GA4. These include:

• New event based data model
• Ability to collect data offline and then download it
• Improved cross-platform measurements
• Greater control over user data collection

These changes mean that understanding and working with data in GA4 will be different. However, the end goal remains the same – to help you make better decisions about your marketing efforts.

How to migrate to Google Analytics 4 (GA4)

Now that you know what’s changing, it’s time to update the Universal Analytics tracking code snippet to the new GA4 code. The GA4 code can be found in the Admin section of your Google Analytics account. Moving to Google Analytics 4 (GA4) from Universal Analytics doesn’t have to be difficult. Actually, it’s a pretty simple process. Here is a step by step guide to help you make the transition:

1. Sign in to your Google Analytics account and go to the Admin section.
2. In the Property column, click GA4 Setup Assistant, which is the first option in the Property column, and create a new Google Analytic 4 property.
3. In the Global Site Tag (gtag.js) section, click the Send traffic to GA4 property only button.
4. Copy the snippet of the tracking code that appears under this setting.
5. Paste this tracking code into your site header or tag manager template , replacing the existing Universal Analytics snippet.

1. That’s all! Your data will be migrated to GA4 and you can start enjoying all the new features and benefits that come with it.

Google Analytics 4 Best Practices

Here are some tips and best practices to help you get the most out of GA4:

• Use the GA4 code snippet on all your websites and apps. This will allow you to keep track of all your data in one place.
• Create separate GA4 properties for each site or app you want to track. This will help you keep your data organized and understandable.
• Use events to track user interactions with your site or app. This will give you a better idea of how users are interacting with your content.
• Use user-specific properties to track engagement over time and create remarketing audiences. This will help you better understand your users and target them with relevant marketing messages.
• Use the built-in eCommerce tracking feature to track sales and conversion data. This will help you better understand the performance of your site or application.
• Use cross-device tracking to track users across devices and platforms without using cookies. This will help you better understand how users interact with your site or app on different devices.
• Use custom reports, segments and dimensions for customized analysis. This will help you better understand your data and make informed decisions about your marketing efforts.

Frequently Asked Questions About Moving to GA4

Do I need to create a new GA4 property? No, you don’t need to create a new GA4 property. You can migrate an existing Universal Analytics property to GA4. However, we recommend that you create a new GA4 property if you want to start tracking data from scratch.

What happens to my Universal Analytics property when I migrate to GA4? The Universal Analytics property will remain active after migrating to GA4. However, any data collected in the Universal Analytics property will only be available through legacy reports.

Do I need to use the new GA4 code snippet on all my sites and apps? Yes, we recommend that you use the new GA4 code snippet on all your websites and apps. This will allow you to keep track of all your data in one place.

What happens if I don’t use the new GA4 code snippet on all my sites and apps? If you don’t use the new GA4 code snippet on all your sites and apps, you’ll be missing out on important data that Universal Analytics collects.

Can I use GA4 and Universal Analytics at the same time? Yes, you can use GA4 and Universal Analytics at the same time. However, we recommend that you use GA4 as your primary analytics tool.

What is cross-device tracking? Cross-device tracking is a new feature in GA4 that allows you to track users across devices and platforms without using cookies. This will help you better understand how users interact with your site or app on different devices.

What is e-commerce tracking? The built-in e-commerce tracking feature in GA4 allows you to track sales and conversion data. This will help you better understand the performance of your site or application.

What are custom properties? Custom Properties is a new feature in GA4 that allows you to track engagement over time and create remarketing audiences. This will help you better understand your users and target them with relevant marketing messages.

How to transfer data from Universal Analytics to GA4? There is no need to migrate data from Universal Analytics to GA4. All data collected in your Universal Analytics property will be available through the old reports.

Can I use GA4 without migrating data from Universal Analytics? Yes, you can use GA4 without migrating data from Universal Analytics. However, we recommend that you migrate your data so that you can take advantage of all the new features and benefits of GA4.

Finally

Google Analytics 4 is a powerful tool packed with new features and benefits to help you better understand the performance of your website or app. While GA4 provides additional insight into site performance, it still lacks control and data transparency. Bot traffic , also known as ” invalid traffic “, can distort analytics data and make it difficult to understand what is actually happening with your site or application. We recommend that you use GA4 as your primary analytics tool along with an anti-invalid traffic solution to prevent analytics from being corrupted by bots. Preventing invalid traffic from eating into your advertising budget and misrepresented marketing analytics. Last year, Lunio saved marketers over £100 million in wasted advertising. Eliminate invalid traffic and increase your marketing ROI.