Google analytics 4 (GA4)

Understanding the Difference between GA4 and Universal Analytics:

GA4 is the next generation of Google Analytics, offering a more advanced and comprehensive approach to tracking and analyzing user data compared to its predecessor, Universal Analytics. While Universal Analytics focused primarily on session-based data, GA4 shifts its focus to event-based tracking. GA4 also introduces enhanced machine learning capabilities and provides a more holistic view of user interactions across different platforms and devices. 

Discontinuation of Universal Analytics (UA): 

Google announced way back in March 2022 that it will discontinue Universal Analytics (UA) from 01st July 2023. After 01st July, 2023, Universal Analytics will no longer process new data.

Migrating from Universal Analytics to GA4: 

Migrating from Universal Analytics to GA4 is a crucial step to unlock the advanced features and benefits offered by GA4. Google provides a straightforward migration process, which involves creating a new GA4 property and installing the GA4 tracking code on your website. Additionally, it is essential to map your existing Universal Analytics data to GA4 to ensure a seamless transition and continuity of historical data. 

The Biggest Changes with GA4: 

GA4 brings several notable changes that empower businesses with deeper insights and enhanced tracking capabilities. Some of the significant changes include:

1. Event-Driven Tracking: GA4 focuses on tracking events, allowing businesses to capture a wide range of user interactions and events across their digital properties.

2. Cross-Platform and Cross-Device Tracking: GA4 provides a unified view of user interactions across different platforms, including websites, mobile apps, and offline channels. It also enables tracking user behavior across multiple devices, providing a comprehensive understanding of user journeys.

3. Enhanced Machine Learning: GA4 leverages advanced machine learning models to provide insights and predictions about user behavior, including churn probability and lifetime value.

4. Better Data Privacy: Unlike Universal Analytics, GA4 does not rely on cookies and thus offers better data privacy, more so as the world is becoming "cookie-less". There are more refined data controls in GA4 such as data retention controls, user opt-out, masked user-id, etc.

What is the difference between GA4 and Universal Analytics? 

Google Analytics 4 (GA4) is the latest version of Google Analytics replacing the previous version called Universal Analytics. GA4 focuses on event-based tracking, offers cross-platform and cross-device tracking, and incorporates advanced machine learning capabilities. Universal Analytics is session-based and lacks these advanced features. 

When will Universal Analytics be discontinued?

Universal Analytics will be discontinued on July 1, 2023. After that date, you will no longer be able to collect new data in Universal Analytics. You will still be able to view your historical data in Universal Analytics until July 1, 2024. After that date, your historical data will be deleted.

How do I migrate from Universal Analytics to GA4? 

To migrate, create a new GA4 property, install the GA4 tracking code, and map your existing Universal Analytics data to GA4 for a seamless transition. 

How do I export data from Universal Analytics to GA4? 

You can export your historical data from Universal Analytics to GA4. To do this, you will need to create a Google Analytics 4 export (gtag.js) file and add it to your website. Once the file is added, you can export your data from Universal Analytics to GA4. You can also use the Google Analytics Data API or BigQuery to export data from Universal Analytics and manually import it into GA4. 

How do I find the most visited pages in Google Analytics 4? 

To find the most visited pages in Google Analytics 4, you can use the Behavior > Pages report. This report shows you a list of all the pages on your website or app, along with the number of visits each page has received.

You can also use the "Explore" tool. In GA4, go to the "Analysis" tab, click on "Reports," select "Explore," and add the "Page Title" dimension and the "Total Engagement" metric to see the most visited pages. 

How do I create a custom report in GA4? 

To create a custom report in Google Analytics 4, you can use the Create report button in the Reports section. This will open the Report builder, where you can select the metrics and dimensions you want to include in your report.

You can also use the Explore tool to create custom reports. To do this, enter the metrics and dimensions you want to include in your report into the search bar. Then, select the Create report button from the results.

How do I set up goals in GA4? 

In GA4, go to the "Admin" tab, click on "Goals" under the "Property" column, create a new goal, choose the appropriate goal type, configure the details, and save it to start tracking conversions. 

There are four types of goals you can create in Google Analytics 4:

1. Session-based goals: These goals track specific actions that users take during a session. For example, you could create a session-based goal to track the number of times users add items to their cart.

2. Conversion-based goals: These goals track specific actions that users take after a session. For example, you could create a conversion-based goal to track the number of times users make a purchase.

3. Engagement goals: These goals track specific actions that users take that indicate they are engaged with your website or app. For example, you could create an engagement goal to track the number of times users watch a video on your website.

4. Performance goals: These goals track specific metrics, such as pageviews or sessions, that you want to improve. For example, you could create a performance goal to track the number of pageviews per session.

How do I track conversions in GA4? 

To track conversions in GA4, you can use the Conversions section in the Admin panel. This section allows you to create conversion events, which are events that you track as conversions.

To create a conversion event, you will need to provide a name for the event, a category, and a label. You can also specify the value of the conversion event. Once you have created a conversion event, you can track it by adding a tracking code to your website or app. The tracking code will fire whenever the conversion event occurs. GA4 automatically tracks certain events as conversions, and you can create custom events to track specific user actions or goals. 

How do I use GA4 for marketing attribution?

Google Analytics 4 offers a number of features that can be used for marketing attribution. These features include:

1. Conversion paths: Conversion paths show you the steps that users take before completing a conversion. This information can be used to identify the most effective marketing channels and campaigns.

2. Attribution models: Attribution models calculate the value of each marketing channel and campaign in a conversion. This information can be used to optimize your marketing budget.

3. Multi-touch attribution: Multi-touch attribution models consider all of the touchpoints that users have with your brand before completing a conversion. This information can be used to get a more accurate view of your marketing performance.

To use GA4 for marketing attribution, you will need to enable the Attribution setting in the Admin panel. You will also need to create conversion events and track them using the tracking code.

Once you have enabled attribution and tracked your conversion events, you can use the Conversions section in the Admin panel to view your conversion paths, attribution models, and multi-touch attribution reports.

If you'd like support in setting up or migrating to GA4, reach out to us at info@topnanalytics.com