Google Analytics 4. How to Migrate? And it’s Uses

Google Analytics 4
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Google Analytics 4 is a marketing analytics and reporting tool that allows marketers to track user behaviour across their websites and applications. GA4 also has a variety of auxiliary tools that allow users to track critical events on the site or app, segment visitors into appropriate audiences, and generate bespoke reports.

Google Analytics 4 also marks a shift in digital reporting and analytic philosophy. Whereas previous versions of the service focused mostly on Sessions and Pages, Google Analytics has shifted to a more User and Audience-oriented approach. This strategy shift has had a ripple impact on practically every facet of the platform, which we will discuss in further detail throughout this blog.

Since its inception in October 2012, Universal Analytics (UA) has been the gold standard of website reporting and analysis. UA provided marketers with unparalleled data and reports, allowing them to make faster, more strategic decisions regarding their site, content, and marketing initiatives. It also enabled us to display that data in a variety of ways through expanded customization options such as views, filters, content groups, and more.

Since 2012, a lot has changed. Over time, the platform has grown bloated and burdensome for both new and seasoned users, necessitating significant technical skillsets to get the most out of it.

To begin the migration to Google Analytics 4

1)Log into your Google Analytics account

2)Go to Admin panel

3)Click “Create a new Property”

A Or Via “GA4 Set up assistant” To either create a new property (recommended) or upgrade to follow the guide

Click “Get Started”

*Your current Analytics data will be migrated to Google Analytics 4

*Your GA3 basic settings will be copied to GA4

*Advanced enhanced measurement will automatically turned on for you

if your GA3 property is set up via gtag.js, you will need this checkbox checked. But if you have GA3 integrated and installed via Google Tag Manager, it will not be necessary.

By having this box checked, your gtag.js events will be automatically converted and updated for GA4, so you don’t need to update the code.

Click “See your GA4 Property” and you will be prompted

Right away, you will see brand new options on the left side bar, and setup assistant page.

With the set up assistant, you will also notice enhanced measurement is automatically turned on to measure events on your websites such as:

  • Page views
  • Scrolls
  • Outbound Clicks
  • Site Search
  • Video Engagement
  • Downloads

Uses of  Google Analytics 4

1)More intelligent user privacy and tracking features

Google Analytics 4 provides you and your users with more intuitive and precise control over what personal data is gathered, assisting you in complying with existing and future privacy rules. GA4, for example, now allows you to remove key events and user data from ad customisation.

Google’s new analytics method is basically meant to be more flexible and adaptive to a future in which cookies will be much less widespread and privacy will be an increasingly important concern for users and regulatory authorities. GA4 employs a flexible approach to measuring and, in the not-too-distant future, will use modelling to fill in the gaps where data may be lacking.

2) Enhanced visualisations and reporting

While most of the platform’s UI has stayed relatively same, there are a number of new visualisations and reporting tools. Existing visualisations and fan favourites like ‘Real Time’ have been improved and made more interesting, but it’s the new reporting visualisations that are a game changer.

The ‘Analysis Hub,’ which includes a template gallery with charts that may be built, such as exploration, funnel analysis, segment overlaps, and path analysis, is a significant advance that aids in the simplification of certain more sophisticated cross-dimensional metric reporting.

The reporting by ‘Use Case’ and ‘Industries’, which generates templated reports based on typical metrics users would want to see in these areas, is one of the most valuable parts of the ‘Analysis Hub.’

3)You see more of the user journey

Google Analytics has evolved significantly, and not simply in terms of how its findings are presented in the user interface. It has altered fundamentally. The emphasis is no longer on metrics that can be easily segmented by device or platform, such as sessions. The focus is now squarely on users and their interactions, which are now only recorded as events.

With this new user-focused and event-driven data model, you can now look at both web and app data with a single set of metrics and dimensions, allowing for more intelligent aggregation. A user, for example, may visit your website on their mobile device, then return to their desktop computer to download, purchase, or register using your app. Google Analytics 4 offers you the capabilities you need to track and connect user experiences more precisely.

4)Analysis tools are now more focused on user engagement

In addition to the ability to gather and aggregate more data, Google has made it easier for marketers and analysts to dive into user-centric reports by aligning report menu parts with the customer experience.

The dependable Audience, Acquisition, Behaviour, and Conversion menus are no longer available. In their place, there is now a ‘Lifecycle’ part that splits analysis into Acquisition, Engagement, Monetisation, and Retention, as well as a distinct ‘User’ component that focuses on user demographics and technologies.

One of the best features of Google Analytics 4 is its powerful new user centric metrics and dimensions that use AI to predict customer actions and value.

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