Adapting to the New: Moving to Google Analytics 4 (GA4)

We are on the verge of a major advance in data analytics, as Google Universal Analytics (UA) is replaced by Google Analytics 4 (GA4). With GA4 becoming the standard on July 1, 2023, and UA scheduled to be discontinued the following month, it is time to take a closer look at this new tool.

Here is a detailed overview to help you better understand this change.

1. Exploring GA4's new features

• Updated layout and new metrics: GA4 comes with a refreshed design and new metrics to provide deeper, more meaningful analysis.

• Cross-platform tracking: one of GA4's most notable features is its ability to track a single user across multiple devices, giving you a complete view of how users interact with your website or app.

• Expanded data analysis: GA4 goes beyond the web to include apps, offering more integrated insights without redundancies.

• Focus on privacy: GA4 takes user privacy seriously. It does not store IP information and uses machine learning to generate insights, eliminating reliance on cookies.

2. Understanding GA4 reports

• Acquisition Report: this report provides information about traffic sources, including the sources that drive sessions and users.

• Engagement Report: detailed information about events, conversions, and user interactions on pages and screens across your website or app.

• Monetization Report: this report is divided into three sections, offering a clear view of revenue, products, and information related to e-commerce purchases, in-app purchases, and ad monetization.

• Retention Report: this section is dedicated to analyzing returning users, engagement, retention, and Lifetime Value (LTV).

• Demographics Report: get detailed information about users' interests, gender, geographic location, and language.

• Tech Report: this report compares performance across desktop, mobile, and tablet devices, and now Smart TVs.

3. Why migrating to GA4 matters

Access to UA history: Google announced that access to UA history would be available only until January 2024. After that date, this data will no longer be available, making the move to GA4 even more urgent.

Keep an eye on the change to events in GA4

Most events need to be recorded manually in GA4, requiring a significant investment of time and attention. You also need to understand the new metrics, which have been redesigned to focus on "Engaged Sessions," "Average Engagement Time," and "Engagement Rate." Here's what each one means.

• Engaged Sessions: GA4 only counts a session as engaged if the user stays on the website or app for at least ten seconds. If the user leaves before then, the session is counted as a bounce.

• Engaged Sessions per User: GA4 uses the user ID to identify how many times someone returns to the website or app, providing an average that helps distinguish new and returning users more accurately.

• Average Engagement Time: this metric measures how long the app or website remained in the foreground in the user's browser or on their phone, combining the web and app experience.

• Engagement Rate: this represents the percentage of sessions in which the user interacted with the website or app, based on the minimum ten-second time-on-site criterion.

Adapting to this change will not only help you avoid surprises when UA is discontinued, but also allow you to make the most of the exciting new features GA4 has to offer. So, it is a good idea to start migrating as soon as possible, giving yourself time to adapt and learn how to use GA4's new features.