What is GA4 and why is Google moving from UA to GA4?

If you’ve been working with Google Analytics for a while, you might have heard about Google Analytics 4 (GA4). It’s the latest version of Google’s analytics platform, and it’s the successor to Universal Analytics (UA).

So what is GA4, and why is Google moving from UA to GA4? Let’s take a closer look.

What is GA4?

GA4 is the latest version of Google’s Analytics platform. It was introduced in 2019 and is designed to provide a more comprehensive view of user behavior across multiple devices and platforms. Unlike UA, which relied heavily on cookies, GA4 uses machine learning to gather data from a variety of sources and provide insights into user behavior.

One of the biggest changes in GA4 is the way data is organized. In UA, data is organized into dimensions and metrics. In GA4, data is organized into events and parameters. This allows for more flexible and granular tracking of user behavior.

GA4 also includes a number of new features, such as enhanced predictive insights and a more advanced understanding of user engagement. Additionally, GA4 is designed to be more privacy-centric, with an emphasis on data protection and user control.

Why is Google moving from UA to GA4?

There are several reasons why Google is moving from UA to GA4. One of the main reasons is that UA was developed at a time when desktop was the dominant platform, and mobile devices were still in their infancy. Today, mobile is the dominant platform, and users interact with websites and apps in a much more complex way than they did a decade ago.

GA4 is designed to provide a more comprehensive view of user behavior across multiple devices and platforms. By using machine learning to gather data from a variety of sources, GA4 is better equipped to provide insights into user behavior and help businesses make more informed decisions.

Another reason why Google is moving from UA to GA4 is that the digital landscape is changing rapidly. With the rise of privacy concerns and the increasing use of ad blockers, it’s becoming more difficult for businesses to track user behavior. GA4 is designed to be more privacy-centric, with an emphasis on data protection and user control.

Finally, Google is moving from UA to GA4 to keep up with changing consumer behavior. Today’s consumers interact with businesses across a wide range of platforms and devices, and it’s becoming increasingly difficult to track their behavior. GA4 is designed to provide a more complete view of user behavior across all channels, making it easier for businesses to understand their customers and make informed decisions.

Why you should migrate to GA4 ASAP – 5 major pain points

As a professional marketers, we understand the importance of accurate data and insights in making informed decisions for online businesses. That’s why we highly recommend migrating to Google Analytics 4 (GA4) as soon as possible. 

1. GA4 is the future

One of the main reasons you should migrate to GA4 is future-proofing your analytics. Google has been slowly phasing out support for Universal Analytics (UA), and while it is still available, it’s clear that GA4 is the future. By migrating to GA4 now, you’ll be ready for the future of analytics and won’t have to worry about switching over later.

2. Improved Cross-Platform Tracking

With the rise of mobile devices and multiple devices per user, it’s becoming increasingly important to track user behavior across multiple platforms. GA4 improves cross-platform tracking by allowing you to track users across multiple devices and platforms, including mobile apps, websites, and even offline data. This provides a more complete picture of your user behavior and can help you make more informed decisions about your marketing campaigns.

3. Enhanced User-Centric Reporting

Another pain point that GA4 addresses is the need for user-centric reporting. UA was focused on session-based reporting, which made it difficult to get a complete picture of individual user behavior. With GA4, you can track individual user behavior across multiple sessions, giving you a better understanding of your users and their behavior on your site. This can help you optimize your site and improve the user experience.

4. Smarter Insights

GA4 also includes smarter insights, which can help you identify trends and opportunities more quickly. For example, GA4 can identify trends in user behavior and alert you to changes in traffic patterns. This can help you make more informed decisions about your marketing campaigns and website optimization.

5. Machine Learning Capabilities

Finally, GA4 includes machine learning capabilities, which can help you make more informed decisions about your marketing campaigns. For example, GA4 can use machine learning to predict which users are most likely to convert, allowing you to target those users more effectively. This can help you increase your conversion rates and get more value from your marketing campaigns.

In conclusion, migrating to GA4 is a smart move for online businesses. GA4 addresses many pain points in analytics, including future-proofing your analytics, improved cross-platform tracking, user-centric reporting, smarter insights, and machine learning capabilities. By making the switch now, you’ll be ready for the future of analytics and can make more informed decisions about your marketing campaigns.