Google Analytics is a popular tool used by businesses and organisations to track and analyse their website traffic and user behaviour. In October 2021, Google announced that it would be retiring the older version of Google Analytics, known as Universal Analytics (UA), and transitioning to the new version, called Google Analytics 4 (GA4).
This transition will have significant implications for businesses and organisations that are currently using UA codes to track their website data. All websites using UA codes will need to upgrade to GA4 by the cut-off date, which has not yet been announced.
One of the main differences between UA and GA4 is the way data is collected and processed. UA relies on tracking codes that are placed on individual pages of a website, while GA4 uses machine learning and events to track user interactions with a website. This means that GA4 is able to track more types of user interactions, such as clicks on specific buttons or filling out forms, whereas UA is limited to tracking page views.
Another difference is that GA4 is designed to work seamlessly with other Google products, such as Google Ads and Google BigQuery. This means that businesses and organisations can more easily integrate their website data with their other marketing and analytics efforts.
One of the benefits of GA4 is that it provides a more holistic view of a website’s users and their behaviour. It allows businesses and organisations to see how users interact with their websites across multiple devices and platforms and provides insights into the user journey. This can be particularly valuable for businesses that have a multi-channel marketing strategy, as it allows them to see how different channels are working together to drive conversions.
The transition from UA to GA4 will require businesses and organisations to update their tracking codes and make any necessary changes to their website. It’s important to start planning for this transition now, as it will take time to implement the new GA4 tracking codes and ensure that all of the necessary data is being tracked.