Is your legacy Google Analytics account being moved to GA4 shortly? Want to learn the differences to get a head start on the change?

Measurement Marketing share their guide to Google Analytics 4 (GA4) in this infographic.

Here are a few things they cover:

• Event tracking
• Cookies
• Sessions
• Emphasis on Ecommerce and AI
• More focus on user journey

Check out the infographic for more detail.

 

Google Analytics has been a go-to tool for marketers seeking valuable insights into website performance and user behavior. However, with the recent launch of the new Google Analytics platform, several key changes have been introduced that every marketer should be aware of.

In this blog post, we will explore these changes and their implications, providing a comprehensive understanding of what marketers need to know about the new Google Analytics platform.

 

All about events: Every hit is an event and there is no longer a difference between hit types

One of the major changes in the new Google Analytics platform is the shift towards an event-centric approach. Previously, Google Analytics differentiated between different hit types, such as pageviews, events, and social interactions.

However, with the new platform, every hit is treated as an event. This means that marketers will need to redefine their tracking strategy and implement event-based tracking to capture relevant data accurately. By adopting this approach, marketers can gain deeper insights into user interactions and behaviors beyond just pageviews.

 

A cleaner look: Real-time overview is much improved with a bigger map and variety of insights

The new Google Analytics platform also offers a cleaner and more user-friendly interface. The real-time overview, in particular, has received significant improvements. Marketers can now access a bigger map, which provides a visual representation of where website visitors are located geographically.

Additionally, the real-time overview offers a wider variety of insights, allowing marketers to track active users, popular pages, and conversion events in real-time. This enhanced interface enables marketers to make more informed decisions and react quickly to real-time trends and opportunities.

 

More access: A Life-Cycle report that focuses on the user journey

Understanding the user journey is vital for effective marketing strategies, and the new Google Analytics platform offers a Life-Cycle report specifically designed to provide insights into the complete user journey. This report tracks user interactions from the first touchpoint to conversion and beyond.

Marketers can now analyze the various stages of the user life cycle, including acquisition, engagement, conversion, and retention. This detailed view of the user journey empowers marketers to optimize their campaigns, tailor their messaging, and ultimately drive better results.

 

Data streams

With the new Google Analytics platform, marketers gain the ability to import data from various sources using data streams. Data streams allow marketers to integrate offline or third-party data, such as CRM data, point-of-sale data, or call center data, with their Google Analytics account.

By combining these different data sources, marketers can unlock powerful insights and gain a holistic view of their customers’ interactions across multiple touchpoints. This data integration capability opens up new possibilities for targeting, personalization, and campaign optimization.

 

Lower sessions

In the new Google Analytics platform, sessions are no longer calculated in the same way as before. Previously, sessions would end after 30 minutes of inactivity or at midnight. Now, sessions end automatically after a user leaves the website, resulting in shorter session durations.

This change is particularly relevant for marketers who rely on session-based metrics, as they may notice a decrease in session durations compared to the previous platform. Marketers should adjust their analysis and reporting accordingly to account for this change.

 

A delay in data

Another important aspect to be aware of in the new Google Analytics platform is the potential delay in data availability. While real-time data is still accessible, there may be a delay of up to 24-48 hours for certain reports.

This delay allows Google Analytics to process and aggregate data more efficiently, ensuring higher data accuracy and consistency. Marketers should keep this delay in mind when making time-sensitive decisions based on the data and adjust their reporting timelines accordingly.

 

Different property ID

When migrating to the new Google Analytics platform, marketers will be assigned a new property ID for their website. This means that any existing integrations, custom configurations, or tracking codes associated with the old property ID will need to be updated.

It is crucial for marketers to ensure a smooth transition by updating their tracking codes and verifying that all necessary integrations are correctly configured with the new property ID. Failure to do so may result in data loss and discrepancies in tracking.

 

No cookies, no problem

The new Google Analytics platform embraces privacy-centric practices by moving away from cookie-based tracking. As browsers increasingly restrict third-party cookies, Google Analytics has adapted by introducing new measurement techniques that prioritize user privacy.

The platform now leverages consent mode and first-party cookies for tracking and attribution. Marketers should ensure that their website complies with privacy regulations and implement the necessary cookie consent mechanisms to maintain accurate tracking and data collection.

 

Conclusion

The new Google Analytics platform brings a host of changes that marketers need to be aware of to continue leveraging its full potential. By understanding the shift towards event-centric tracking, taking advantage of the improved real-time overview and Life-Cycle reports, and embracing data streams for deeper insights, marketers can navigate the new platform effectively.

Additionally, adjusting to lower sessions, being mindful of data delays, updating property IDs, and adapting to cookieless tracking practices will ensure a seamless transition and enable marketers to make data-driven decisions that drive business growth in an evolving digital landscape.