Google Analytics 4 Why should you update as soon as possible?

What is Google Analytics 4?

Google Analytics 4 (known as GA4) is the latest update to the popular web analytics tool developed by Google.

This tool has a commercial version for large companies, the Google Analytics 360 Suite and a free version (without support), being the most used web analytics tool in the world.

Google Analytics 4 came out of beta phase in October 2020 (perhaps it was a bit hasty, since its functionality was quite limited and it lacked many things that the previous version did have), and since then it has not stopped evolving. The change with respect to the previous version has been so important that we can affirm, without a doubt, that it is a new generation of Google Analytics. In addition, Google has been "in a big hurry" so that everyone adopts it therefore Bulk Url Opener is suggested to open many Urls at same time. In fact, they have set a deadline for the use of the previous version so that all websites have to migrate to the new version if they do not want to stop recording data.

What new features does Google Analytics 4 provide compared to its predecessor Universal Analytics?

Integration of data from websites and mobile apps in a single property, through data flows.

New data model based entirely on events and conversions. This on the one hand simplifies certain measurements and on the other hand makes it easy to measure many other things.

• De-sampling of the data (with some exceptions).
• Designed so that it can work even without cookies and with a conversion modeling system.
• Removal of the "view" level in the free version (works only with the account and property levels). In the commercial version the equivalent of views are sub-properties.
• Help through personalized recommendations.
• Improvements to the way you work with data attribution.
• New audience creation system.
• A completely revamped new reporting interface.
• A very powerful report creator.

Integration with other Google tools such as Big Query or Search Ads 360, apart from the typical Google Ads, Google Merchant Center, Google Search Console...

GBRAID and WBRAID support.

Use of EU domains to collect data on European servers, in order to comply with the RGPD.

New machine learning features.

In the official documentation you can track the news and changes that are being implemented.

What is the problem faced by websites that only use the "old" Universal Analytics?

Portals working with the Universal Analytics version will stop receiving data on July 1, 2023 . Furthermore, THE NEW VERSION IS NOT COMPATIBLE WITH THE OLD VERSION and data cannot be transferred from one to the other (in any case, the data from one version to the other will not match either). You start measuring from scratch on a new property. Therefore, the migration/upgrade should be done as soon as possible. In reality, it is about carrying out a new start-up of the business web measurement plan and it is a perfect time to rethink and improve it.

In the meantime, data can continue to be collected in Universal Analytics type properties, and a parallel measurement can be made compatible. As of July 1, 2023, old data will still be available for a while . However, in order, for example, to compare data from one month to another, from one year to another, or to see the evolution in the calendar month, it is interesting to start recording data with the new version now to start 2023 measuring everything necessary with the new system.

Why should you update to this new version?

Because the old Google Analytics is going to disappear and it is not possible to migrate data from one version to the other. In fact, you will have to decide how to store this old data if you want to keep that history when Google decides to delete it forever.

Because with the new one you start from scratch (without history) and it takes time to certify that everything works correctly and resolve errors.

Because the longer you've been working with Analytics 4 when July 1 rolls around, the better prepared your business will be for the digital environment. Because so many things change that it takes time to form simply for use. Because it offers new features that can help improve business results.

How to upgrade to Google Analytics 4?

1. Create the new measurement plan

We can take as a starting point what we are already measuring in Universal Analytics, trying to take advantage of the novelties of the new Google Analytics 4 in terms of the possibility of measuring more things.

2. Register a new Google Analytics type property 4

Within the account with which we are already working, we create a new property of type Google Analytics 4, giving it a representative name and configuring the country, time zone and currency with which we are going to work.

3. Assign users and permissions to this new property

From the “Property access management” option we can assign specific permissions to this new property, or simply keep the same ones that we have defined at the account level.

4. Add and configure the data flows that we want to measure

From the “Data flows” option of the property we add as many flows as we are going to use, either web, Android or iOS. In the simplest case of just using a web portal, we would add a single data stream of type Web. Later, we proceed to configure them. For example, in the case of Web flows, we have certain options to automatically measure certain events such as links, internal searches, document downloads, scrolling...

For certain special configurations, such as multi-domain measurement, we will also have to go to this section.

5. Configure the rest of the data settings

Within the property there are more elements that we must configure:

• data settings
• Identity for reports
• Attribution settings

6. Link GA4 with external tools

It is recommended to link Google Analytics 4 as a minimum, with Search Console. In addition, if we run campaigns on Google Ads, Display 360 or Search Ads 360, we can also link to these tools. Google Play in case we are using an Android application and Merchant Center if we are an ecommerce and we have registered our catalog in this service.

7. Carry out the technical implementation on the web (monitoring, events, electronic commerce...)

To start recording data we will have to install a new tracking code on the Web. We can do it by putting the code by hand in the header of all the pages or a common section, using a plugin or module or through Google Tag Manager. We'll also need to implement any custom events we need to measure specific actions that the tracking code alone doesn't allow for.

In the event that we are an Ecommerce, it is also essential to carry out the implementation of electronic commerce, which will allow us to measure transactions, products sold, etc.

8. Definition of conversions and audiences

We will assign as conversions those events that involve actions that are especially valuable for the business, such as the submission of a form, the download of a document, a purchase, a registration, etc.

9. Customization and reporting

Finally, we can take advantage of the power of the new report generator ("explorations" section of the reports interface) or customize those reports that we use the most.

10. Measure, test and resolve errors

The most important thing is that, once all the tracking codes, events, e-commerce, etc., are implemented on the web, spend time testing and being very aware of the data to solve possible errors or make adjustments in the configuration.