google analytics


Google has published its decisive new update, causing the market to erupt once again. Google Analytics 4 (GA4) represents a significant shift in how site and app properties are tracked. Google Analytics 4 - announced in October 2020 and formerly known as "App + Web properties" in beta—builds on the foundation of cross-device unified measurement established in July 2019.

Google Analytics 4 strives to minimise the need for human stitching and workarounds between platforms, considering the growing overlap between online and mobile app development and content, as well as marketers' requirement for consolidated data.

Why the Shift to Google Analytics 4?

Google Analytics helps businesses of all sizes to understand their customer behavior and create more compelling experiences. In the modern era of eCommerce and rapid Digital Transformation, companies are under more pressure than ever to make every marketing dollar count. As a result, having insights from digital analytics tools that improve data-driven marketing decisions and produce a higher return on investment (ROI) is no longer an aspirational marketing goal – it is an essential part of any cohesive strategy to future-proof your marketing efforts.

Benefits of Google Analytics 4

Customers' needs change rapidly, and you must make decisions in real-time to attract and retain new clients. While there are numerous benefits to GA4, here are a few we think are the most influential:

Unified view of app and web

Single biggest advantage of Google Analytics 4 is Unified and Dimension scopes. The collection mechanism is linked to "events" with traditional page views on a more equal footing with behavioral events. Previous versions of Google Analytics needed distinct tagging and attributes, as well as inconsistent (by default) metrics and dimensions.

User Interface Improvements

GA4 has delivered several new reporting capabilities, rather more importantly for marketers and web analysts, with the rescope of technique. The previous online and app reports have also been restructured in the platform UI. The most obvious advantage is the unified user experience across app and website, but Google has also overhauled their unique reporting tool into a "analysis hub," which provides a bit more leeway with custom and ad hoc reporting.

Facing the Future of Data Collection and Analysis

Since the beginning of app and web development, unified user journey and reporting across platforms has been a challenge. Finally, Google has responded and appears to grasp that these needs will continue to grow, particularly given the constraints of data acquisition.

Privacy groups have condemned data gathering as third party

Google is ready to change to using anonymised first-party data in conjunction with consented tracking. Google is moving away from client-side dependency by unifying attributes, collection scopes, and unveiling significant server-side capabilities.



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What is GA4?

The most recent Google Analytics version is GA4. In 2020, GA4 was made available under the moniker App + Web. Since that time, Google has stopped providing updates to Universal Analytics in favor of putting all of its energy towards launching GA4.

How big is this update?

Compared to the updates Google has been issuing over the previous 10 to 15 years, this one is significantly larger. A paradigm change has occurred for Google. It will need fresh implementation and extensive preparation. This update should not be disregarded or hurried.

What other changes should be expected in GA4?

In addition to the aforementioned major modifications, there are numerous others, such as but not restricted to:
The UI is significantly different. Machine learning and data modelling from Google are much more important. It's reasonable to say that everything is changing, and you should anticipate that there will be a learning curve for you and your team. Some measures, like bounce rate, are being replaced. Therefore, the ideal strategy for a successful migration to GA4 will be to get started as soon as possible rather than waiting.

Do I have to migrate versions?

You must switch from Universal Analytics to GA4, yes.
Google stated that as of July 1, 2023, all basic Universal Analytics properties would cease data collection, and as of October 1, 2023, all 360 level Universal Analytics properties would cease data collection.