1. What exactly is Google Analytics 4? 

Google Analytics 4, commonly referred to as GA4, represents the most recent iteration of Google Analytics. The earlier version of Analytics that many of us have been utilising until now is referred to as ‘Universal Analytics’ (or GA3, if you prefer). Starting July 2023, Universal Analytics properties will cease to record any data. 

GA4 has been created by Google to align analytics with the current and future ways in which individuals develop and utilise digital platforms, while also incorporating enhanced privacy controls. 
 

2. What prompted Google to introduce GA4? 

Historically, the online experience primarily consisted of websites that adhered to a ‘page, page, page’ structure, requiring users to move from one page to another to finish their interaction. Universal Analytics (or GA3) was designed to monitor these page-based interactions, utilising ‘page views’ as a fundamental component of its measurement framework. 

Nonetheless, the digital landscape has transformed, with individuals increasingly engaging through various devices on multiple platforms. As a result, users frequently connect with brands via mobile applications, single-page web applications, and conventional websites. GA4 has been designed to better monitor these broader experiences. 

As individuals increasingly block cookies and privacy regulations continue to develop, GA4 has been crafted to provide enhanced privacy features and controls. Additionally, Google indicates that GA4 is equipped to handle cookie-less tracking moving forward, utilising AI and machine learning technologies. With GA4, Google is making a significant effort to ensure that Google Analytics remains relevant and effective for the future. 

It is important to understand that while GA4 tackles certain privacy issues associated with Universal Analytics, the relationship between GDPR and GA4 is still developing and can be somewhat ambiguous. If you choose to implement GA4, you will be monitoring users through 'cookies' and will need to comply with GDPR regulations. It is essential to make sure that your GA4 setup adheres to compliance standards. Inform users about GA4 and any other cookies in use, and obtain their explicit consent prior to tracking their interactions with your website. 

Make sure you are aware of your legal responsibilities and GDPR compliance and how these relate to your use of GA4. For further details, refer to the ICO website and Google's data and privacy resources tailored for the EU to help you begin. It might be beneficial to explore a consent management platform like CookieBot. 
 

3. What sets it apart?

GA4 differs significantly from Universal Analytics in various aspects, and several familiar features of Universal Analytics have undergone changes. Nonetheless, keep in mind that the primary goal of GA4 remains unchanged - to assist you in monitoring user interactions with your websites and applications. 

In simpler terms, the method by which Google Analytics monitors your website's engagement has evolved. GA4 has moved away from relying on ‘page views’ for data measurement. Instead, it adopts a more adaptable “event-based” model, where ‘page views’ represent just one kind of interaction event.

In practical terms, this indicates that the tracking script you implement on your website must be distinct, the method of tracking interactions varies, several key metrics in the reports have changed, and the reporting interface has also been updated. Several important areas of distinction are:


Important metrics: GA4 has discontinued the reporting of 'bounce rate' (the percentage of visitors who exited your site from the same page they entered, without navigating to any additional pages). Instead, it provides insights on the ‘engagement rate’ (the percentage of individuals who actively interacted with your site).
Measurement as standard: GA4 provides a feature known as ‘enhanced measurement,’ enabling automatic tracking of interactions on your website, including downloads, outbound links, and scroll depth, which previously required the addition of extra tags for tracking.
The reporting interface has undergone significant changes, and like any new system, it may require some time to adapt, especially for those familiar with Universal Analytics. 
Custom reports: A new ‘analysis hub’ feature has been introduced in the reports section, enabling you to create tailored reports by simply dragging and dropping the metrics that matter most to you. This allows for a more in-depth analysis compared to the standard reporting interface.
Tracking tags: If you are using Google Tag Manager or the existing ‘event tracking,’ it is essential to create new tracking tags to monitor these events in GA4. What steps should I take at this moment? 
We strongly suggest that you switch to Google Analytics 4 without delay if you haven't done so yet. The approach you take will vary based on whether you currently have Universal Analytics in place or if you are establishing a new website. 


Have an existing website and Universal Analytics already configured: As soon as possible, create a new ‘upgraded’ GA4 property in your Google Analytics account. This will allow you to operate both GA4 and Universal Analytics (as long as your Universal Analytics complies with GDPR) simultaneously for the upcoming months, enabling you to collect benchmark data in GA4 and compare it with your current Universal data. This allows you to identify any discrepancies prior to the retirement of Universal in July 2023. It is crucial to identify and address any gaps before fully transitioning to GA4 in the upcoming months.
Establishing a new site: When you launch a new site and set up Analytics, Google will automatically direct you to the new GA4 version. 

5. Why should we consider retaining Universal Analytics instead of transitioning to GA4?

There are several reasons we suggest maintaining Universal Analytics as your primary measurement approach at this time: 

Universal Analytics is utilized by countless websites globally - it stands as one of the largest measurement platforms available. This indicates that Universal Analytics will not be phased out by Google anytime soon and will keep operating and gathering your data as usual. 
Additionally, GA4 is a relatively new platform, having been officially launched in October 2020. Being a relatively new tool, it lacks the maturity of Universal Analytics and doesn't offer some of the features that the older tool provides. A lot of this functionality is expected to be developed and rolled out in GA4 as we move through this year and into the next. 
Additionally, for those who are just starting with Google Analytics, Universal Analytics offers a wealth of 'how to' guides and support resources from various online platforms, which can be beneficial if you are unfamiliar with Analytics. However, GA4 is quite new, and it currently lacks the extensive range of helpful guides that are typically available. 
When you create a new Google Analytics account, it will automatically be set up as a GA4 property.

It is important to note that, as of the date mentioned (7/4/21), several website builder platforms, including Shopify and Squarespace, do not offer support for GA4 in their integrated features with Google Analytics. To seamlessly connect Google Analytics with a new Shopify site, you will need to set up a Universal Analytics property to utilise the ‘enable Google Analytics’ feature. This indicates that you are not able to automatically integrate the GA4 script into your website at this moment. 
 

6. Is it advisable to set up a Universal Analytics property for a new website?

Since Universal is the previous version of Google Analytics and is set to be retired in July 2023, we advise against creating a Universal Analytics property. It is essential to establish a GA4 property. 
 

7. What steps should I follow to incorporate a GA4 property into my current Analytics setup?

Before you start, take a moment to review the official information from Google Analytics. 
To establish a new GA4 in your current account, you might need to incorporate extra scripts - or ‘tags’—into’ your website. Nonetheless, analytics can potentially automate this process by connecting your current Universal tags to a new GA4 property. To determine if you can start tracking GA4 without the need for additional tags, utilise the ‘GA4 Setup Wizard’ available in the admin section of your Analytics account to establish your new GA4 property.

While utilising this wizard, if you encounter the option to ‘enable data collection using your existing tags,’ you will have the capability to automatically commence data collection in your new property. 

If this option is not visible, you will need to incorporate the new tags into your website. (This can be accomplished using Google Tag Manager if it's available to you). Kindly be aware that if you are utilising a website builder like Shopify, you may need to incorporate the GA4 tags through their integration options or by using a ‘script injection’ feature in the Custom HTML section. If you're unsure about handling this on your own, it's advisable to consult with a developer for assistance. 

For more information on establishing a GA4 property and integrating the GA4 tag into your website, please refer to Google's support section. 
 

8. What steps should I follow to set up a GA4 property for my new website?

Once more, take a moment to review the official support content for GA4 provided by Google. 

To begin, set up a Google Analytics account if you haven't done so already. Next, create a new GA4 property for your website or app, and then proceed to add a Data Stream. 

After setting up your new GA4 property, the next step is to integrate the Google tag into your website. To achieve this, you can either:
Integrate the tag into your website builder platform 
Integrate your tag with Google Tag Manager 
Integrate the tag directly into the HTML of your website 
Kindly be aware: While setting up your GA4 property, it's important to understand your legal obligations regarding GDPR and to ensure your comfort with using Google Analytics. Make sure your GA4 and consent mechanism are properly configured, and utilise the privacy controls within GA4 that apply to your business (such as turning off granular data, disabling ads personalization, disabling Google Signals, signing a processing agreement, etc.). It is essential to refrain from collecting any Personally Identifiable Information, and you must obtain clear consent from site users prior to utilising the GA4 cookies. Refer to the ICO and Google guidelines for further details. 

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