Google Analytics 4 is currently the only option for analytics, as the Universal version of the tool has stopped tracking and analyzing data.

This is excellent news for all marketing agencies and freelance marketers who wish to present a greater volume of insights to their clients and thereby enhance their clients’ business performance in the digital world.

Google advertising, which we also offer as a service, is significantly easier with this tool, and we are excited about its improvements.

In the following sections, we will focus on Google Analytics 4 and examine its advantages compared to the previous version – so keep reading to learn more.

What exactly is Google Analytics and what is its purpose?

The essence of this tool is that it tracks various interactions. This gives you, as a marketer, more opportunities to adapt your website to user experience and thereby improve it.

The improved version of the tool was created based on the conclusion that website visitors have changed their browsing habits significantly in recent years.

Because of these changes, it was determined that the previous version could no longer adequately track digital traffic and present results in the best possible way.

Perhaps the most important improvement lies in the fact that, when modeling data, Google Analytics 4 overcomes the difficulties posed by privacy policies and cookies – and it does so effectively.

Strict privacy policies from browsers and cookies used to track the digital journey are no longer obstacles with Google Analytics 4.

Google Analytics 4 connects data into a complete picture

The solutions offered by the Universal version were not sufficient to accurately display cross-platform user behavior and connect it into a unified view – resulting in incomplete data.

The new tool can merge information from multiple sources and give marketers a complete picture of user behavior and journeys.

Artificial intelligence has contributed to this by enabling more advanced analytics, which is now strictly user-focused – from the first interaction all the way to purchase.

Explore the new capabilities of the improved tool

As mentioned earlier, since July 1, 2023, Universal Analytics has stopped collecting data and everything has transitioned to Google Analytics 4. Apart from being the only active option, it offers:

• The ability to update tracking methods without changing code on-site;
• Importing data from different sources (in addition to websites, it is now possible from applications);
• Tracking multiple domains from the user interface;
• Monitoring the entire user journey through the “Life Cycle Report.”

Key differences between the new and old versions

One of the first things you will notice when working with the new version is a rather different interface. However, as with any change, you will soon get used to it and develop a routine.

More importantly, the interpretation of data and the way it is displayed has changed:

• Events – user interactions with a website or app, such as page views, clicks, and actions, are now mostly tracked by default;
• Parameters – provide context for an event, offering deeper understanding and interpretation;
• User properties – demographic characteristics of users;
• User ID – enables cross-platform tracking for the same individual.

Google Analytics 4 helps to see the bigger picture. It allows you to understand which channels – whether ads, organic searches, or applications – contribute to user engagement, across different devices.

The focus is on user behavior across channels, which was previously viewed in isolated segments through sessions, preventing a full view.

Instead of the former “Acquisition” section, there is now a “Life cycle” section with the following subsections:

• Acquisition;
• Engagement;
• Monetization;
• Retention.

Unlike Universal Analytics, there is no overwhelming number of reports. Reports can now be created independently according to specific needs.

Major new features of Google Analytics 4 summarized

Here is a recap of the most important improvements:

• Machine learning assists in interpreting data and making predictions about user behavior;
• A complete view of the user journey from start to finish, without excessive focus on segments;
• Operates without cookies and identifying data;
• Fine-tuning of measurement settings directly within the user interface.

If you require setup services for Google Analytics 4, feel free to contact our team.