GA4 Explained: What It Is and What You Need to Do

What is Google Analytics 4 (GA4)?

Google has introduced a new analytics platform called Google Analytics 4 (GA4).

 

It’s the biggest change in Google Analytics in 15 years. 

 

It is designed to scale with your business and measure performance across devices and platforms (both websites and apps).

 

 

The ‘New’ Google Analytics

On March 16, 2022 Google dropped a measurement bombshell. 

 

They announced they would be sunsetting Universal Analytics in 2023.

 

They also announced that starting July 1, 2023 Google Analytics 4 (GA4) would be the only analytics tool they would support moving forward.

 

 

Why did Google create GA4?

When development on GA4 began, Google Analytics was already more than 12 years old. 

 

It was time to redesign the infrastructure to make Google Analytics more user-friendly while preserving the key features and functionality from Universal Analytics (UA) properties.

 

The chart below shows the most important differences between UA properties and GA4 properties.

 

 

Source: Google

 

 

 

What does this mean for your business?

GA4 has a completely different data model (events and parameters vs. sessions and pageviews).

 

That means it is NOT backwards compatible with Universal Analytics.

 

So you can’t (easily) merge your GA4 data with your UA data.

 

You will have to start from scratch using the new measurement model.

 

 

What should you do with your historic Universal Analytics data?

If you are just reading this now then you have lost all access to your historic UA data. 

Google removed access to UA data in July 2024.

If you still want to see any of your historic UA data (and did not do any of your own data backups) then check with any agency or consultant partners you have worked with in the past.

It’s possible (but not likely) that they backed up your UA data just in case you ever wanted to see it again.

 

 

When should you set up GA4?

GA4 starts collecting data the moment you activate it on your website.

So install GA4 as soon as possible so you are collecting data to help you evaluate your website and marketing performance over time.

 

 

How do you set up GA4?

All businesses should implement a basic GA4 setup as soon as possible.

 

Larger companies (with more advanced measurement needs) can do a more comprehensive GA4 installation. 

 

I recommend implementing GA4 with Google Tag Manager (GTM).

You do this by setting up the Google Tag (formerly the GA4 Configuration tag).

GA4 Gtag in Google Tag Manager (GTM)

You need to name your tag.

Then enter your GA4 Measurement ID.

And finally set the trigger to “All Pages.”

Setting up GA4 Gtag in Google Tag Manager

 

You will also need to create CUSTOM tags and triggers in GTM and modify the settings inside the GA4 interface.

 

Think about the important visitor behaviors you measured in Universal Analytics.

 

You should replicate these behaviors be creating custom GA4 Events in GTM.

GA4 Event Tag menu in Google Tag Manager (GTM)

You need to name your Event tag.

Then enter your GA4 Measurement ID.

Then name your GA4 Event.

(I recommend using a descriptive name so you quickly know what behavior the tag is measuring.)

And finally set the trigger conditions that will fire the Event tag.

 

GA4 Event tag in Google Tag Manager (GTM)

 

GA4 Implementation options

There are three ways you can get GA4 set up on your website.

1 – Do it Yourself – there is a lot of free content to guide you including Google’s GA4 documentation.

2 – Work with an agency.

3 – Work with me.

 

If you would like my assistance, schedule a time for us to talk.

Facebook
Twitter
LinkedIn

Is Your Marketing Working?

Get my bite-sized Google Analytics tips weekly. Use your data to do better marketing.

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
Hi, I’m Kyle and I want to take the pain and frustration out of analytics for you.

I help marketers use Google Analytics to find answer to their top business questions.