Meet the Future of Google Analytics: G4
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Since 2005, Google's Universal Analytics platform has helped users gain insight into their website's performance using data. Google recently announced that it will be deactivating the Universal Analytics platform and transitioning to an updated version called Google Analytics 4 or "G4" effective July 1, 2023.
Here is a brief overview of Google Analytics, the changes coming with G4, and how these changes could affect your analytics.
Google Universal Analytics
Google's Universal Analytics is a web analytics service that provides data and basic analytical tools about website user activity.
Introduced in 2005, Universal Analytics has been used to track performance and collect insights about site visitors. This information is collected using a tracking tag embedded in the website's code.
Changes Coming with G4
Google's G4 announcement outlines the future of the Google Analytics platform, explaining the updates being made to reflect the changes in the marketing landscape.
Here are a few of the changes:
Addition of App Data
Up until now, Google Analytics has only tracked website data. G4 will allow for app and website tracking, allowing performance tracking across more platforms, including social media accounts.
Uses Events Instead of Session-Based Data
Unlike Google Universal Analytics, G4 will collect event-based data rather than session-based data. Event-based data focuses on tracking a visitor's activity through specific clicks and provides more in-depth data.
Cookie-Less Analytics Tracking
G4 includes more privacy controls than Universal Analytics and does not log or store IP addresses when collecting data.
This means that if a user opts to turn off cookies when browsing a site, the site can still collect meaningful analytics without breaking any compliance regulations.
Direct Integration Capability
In addition to adding apps to the data collection sources, G4 will also allow direct integration with media platforms to help drive actions on websites and apps.
This means if a visitor takes a specific action on a media platform that directs them to your website or app, it will be tracked. That data will be seamlessly integrated into reports.
What's Next
Though Universal Analytics accounts won't be deactivated until July 1, 2023. G4 is already active, and existing accounts can be migrated over. If an existing account is migrated to G4, all existing data will go with it. This data will be lost when accounts are deactivated if it is not migrated by July 1, 2023.
Questions?
Have questions about Google Analytics G4 or how these changes affect your business? Contact us.