Change is part of life and business, and a major change is coming for digital marketers: GA4. In July 2023, Google will replace Universal Analytics (UA) with Google Analytics 4 (GA4). Not everyone is thrilled with the switch, but there’s no way around it. If you want to use Google Analytics from July on, you must embrace GA4.
So, what does that mean for your brand, and what can you do to prepare for the change?
Can you avoid the switch to GA4? In short, no. Starting in July, UA will be gone. You’ll have access to your UA data for only six months. After that, it’ll be gone too, but some features will carry over from UA to GA4. For example, you can filter unwanted referrals and internal IP traffic from your data in GA4, just as you could with UA. However, it’s important to be prepared for the switch and the data as you currently know it in UA to change.
Many SEO experts and digital marketers are frustrated about the switch to GA4, and possibly for good reasons. It’ll be a major change and will mean a return to the drawing board regarding their digital marketing and SEO strategy for many brands. Some of the big changes to note include the following:
GA4 rolls out several new features and allows you to record up to 500 events. GA4 events break down into the following categories:
The switch to GA4 means significant changes. But you don’t have to go at it alone. Zero Gravity Marketing, a full-service digital marketing agency in Connecticut, can help you through the transition. We work with brands, helping them develop their digital marketing strategies and make the most of analytics and available tools. Contact us today to learn more about the GA4 transition and for a free digital marketing analysis.
GA4 is the latest version of Google Analytics, rolled out in 2020, and the only option from 2023 and on.
GA4 does away with third-party cookies, making them a thing of the past.
To see if you’re using GA4, log into your Google Analytics account and check your property ID. GA4 property IDs only have numbers, while UA property IDs start with “UA.”
Step 1: Create your GA4 property and publish it
Step 2: Make a list of your key tracking items
Step 3: Begin migrating individual items to GA4 ie.) events, goals, custom dimensions, etc…
Step 4: Double-Check for accuracy
Step 5: Export & archive your UA data
If you already use Google Analytics, you can set up GA4 through the built-in Setup Assistant Wizard.
To make custom events in GA4, log into your account, then click “Events” under the Property column. From there, click Create Event, then Create.
In GA4, “goals” transform into “conversions.” You can create and track them by creating an event, adding a condition, and then marking it as a conversion.