If you’re currently using Universal Analytics (UA), you may already be aware of the emerging web analytics service that is set to take over. Google Analytics 4 (GA4) is the next iteration of Google’s data tool, set to replace UA as of 1st July 2023. From this date onwards, Universal Analytics properties will cease processing, so it’s important to get adjusted to the new way of analysing that all-important website and app data. 

To shed light on the differences between Universal Analytics and Google Analytics 4, we have created this blog post to outline the key changes and help you navigate the transition effectively.

1. Different Data Models

Universal Analytics uses a session-based data model where user interactions, or hits, are measured in sessions. For example, a session could include pageviews, events or transactions.

Google Analytics 4 introduces an event-based data model that means any interaction is categorised as an event. GA4 captures data using an enhanced measurement library and tracks users with unique identifiers, which can be persisted across multiple sessions and devices. 

2. The Interface has Changed

You’ll notice when using GA4 that the reporting interface looks different to Universal Analytics. You may find it difficult to find where you usually do your reporting, since reports may have been replaced or renamed. This is why we recommend getting accustomed to the new format as soon as possible to uncover the most important insights for you. 

3. Engagement Rate Replaces Bounce Rate

You will also find new metrics to measure performance by. In GA4, ‘engagement rate’ is the percentage of sessions that lasted longer than 10 seconds, triggered a conversion event or viewed at least 2 pages. Bounce rate, on the other hand, was used in UA to describe the percentage of people who entered a page but didn’t interact. In GA4, bounce rate is therefore the inverse of engagement rate. 

This new method of measuring engagement is deemed superior because previously, bounces may have been registered even if a user spent time on the page. For example, if a user clicked on a blog page and read the article yet left the page after, this would have been considered a bounce in Universal Analytics. In GA4 this would be classed as an engaged session.

4. Mobile App Tracking

One of the biggest upgrades with GA4 is that mobile app data is now easily gathered alongside website tracking. This means app traffic can be combined with web data within the same property and saves you time previously spent analysing app data separately. In GA4, there can be multiple data streams per property, such as iOS app, android app and website.

If you set up the User-ID feature, you can achieve more accurate statistics as users are counted only once when they engage, whether that is on the website through desktop or tablet or on a mobile app. This ID feature prevents duplication in tracking and is important for metrics such as New Users, as users will only be classed as ‘new’ if entering the site or app for the first time on any device.

5. Google Signals

With Universal Analytics, cookies were used to record users’ actions. Now, if a user is signed into their Google account and has ads personalisation turned on, GA4 tracks your session data more accurately and makes the cross-device tracking work seamlessly. This compares to UA, where each session was counted separately per device.

6. Machine Learning

GA4 offers AI insights and predictions powered by machine learning. By collecting structured event data, you can access predictive metrics including purchase probability, churn probability and predicted revenue. 

Another fun feature in GA4 is its anomaly detection tool, offering you automatic alerts when metrics deviate from an expected range. With this, the contribution analysis feature can showcase which specific audience segment has caused these changes. These alerts can save time from usual checks and help you to notice areas of concern and successes sooner so that you can capitalise on opportunities. 

7. Audiences

Following on from machine learning, an interesting update to audiences is that GA4 uses AI models to analyse website data which provides you with AI-driven audiences that you may not have picked up on previously. 

As well as previously-mentioned AI-driven audiences, there are new updates in defining and segmenting audiences in GA4. Moving away from the session-based data model of UA, in GA4 audiences can use condition scoping, check sequence actions within a time restraint and create audience triggers. This more granular way of defining audiences allows for greater insights from data collection.

8. Improvements in Data Privacy

In GA4 IP addresses are no longer stored or collected, in comparison to UA, in an attempt to further protect user data. Data management is also easier in terms of data deletion and there is more flexibility in choosing how long GA4 stores user-specific data. 

Migrate to GA4 Smoothly

For individuals still using Universal Analytics, it’s time to set up GA4 as soon as possible to begin collecting data and familiarising yourself with the new interface. This blog highlighted some of the significant ways in which UA is different to GA4, so if you’d like further assistance in migrating your website over and getting used to these changes we’re here to help. Get in touch with Fusion Unlimited, a top 3% Google Premier Partner agency ready to jump in and support your GA4 migration and learning.

As the digital landscape continues to evolve, so does the need for powerful and comprehensive web analytics tools. Google Analytics is the essential tool for tracking and reporting website data and has seen many updates throughout the years. In 2020, Google released its most recent large update with Google Analytics 4 (GA4), which focuses on event-based data in comparison to hit-based like its predecessor Universal Analytics.

With the announcement that Universal Analytics will be phased out and stop collecting data from the 1st of July 2023, it’s time for website owners and marketers to embrace GA4 and take advantage of its enhanced features and capabilities. In this article, we will provide tips to help you get started with Google Analytics 4 and ensure a smooth transition from Universal Analytics.

What’s the Difference Between GA4 and Universal Analytics?

Before diving into the setup process, it’s helpful to know the key difference between Universal Analytics and GA4. Google Analytics 4 takes a more user-centric approach, focusing on tracking individual visitors across multiple devices and platforms. It uses an event-driven model, allowing greater flexibility in tracking user interactions and providing more granular insights. Universal Analytics, on the other hand, used a session-based data model and focused on page views.

How to Set Up GA4

The way you set up your GA4 account will depend on whether you already have a Universal Analytics account and if it’s tagged appropriately. If you don’t have an account, you will first have to create one. The following steps are most relevant for users who already have a Universal Analytics account and want to migrate to GA4.

1. Decide How To Use Tracking Tags

To use GA4, you’ll need to ensure your tracking code is embedded within the header of every page on your website. This is typically deployed via one of two fully supported methods:

• Google Tag (GTAG), which is the javascript framework used to insert tags directly into source code.
• Google Tag Manager, a handy free tool Google makes available that can also be used to track a multitude of tracking tags (our preferred choice).

2. Create a New GA4 Property

To begin, you’ll need to create a new GA4 property. Sign in to your Google Analytics account and head to the Admin section. From there, select the appropriate account and click GA4 Setup Assistant under the Property tab. Follow the prompts from the Property Setup Assistant to set up the new GA4 property.

Depending on how your site is currently tagged, you’ll either have to set up a Google tag or you’ll see the option to create a property now if you’re able to use your existing tag from Universal Analytics.

3. Set Up Data Streams

In GA4, data is organised into data streams that correspond to different platforms or devices. 

You can set up multiple data streams for one property, including an iOS app, Android app and Web. To set up a data stream, head to the Data Streams section within your GA4 property’s Admin settings. Follow the instructions to create a new data stream.

If you don’t have an app and already have Universal Analytics in place for your website, you’ll now be moving toward having a Universal Analytics property with a dedicated data stream, and a new GA4 property with its own dedicated data stream for the web.

4. Configure Events and Conversion Tracking

Events are the building blocks of GA4, allowing you to track user interactions and measure specific actions on your website or app. This updated analytics service provides enhanced event tracking capabilities compared to Universal Analytics. 

There are 4 types of events on GA4: 

• Automatically collected events.
• Enhanced measurement events.
• Recommended events.
• Custom events.

Define the events that you want to track and set up appropriate triggers and parameters to capture the desired user actions. You’ll want to consider which events are most important to your company and will provide the most useful insights. Additionally, identify which events should be switched to tracked conversions – these enable you to measure key goals and actions on your website that are commercially significant, such as form submissions, purchases, or newsletter sign-ups.

For the most part, the default ‘recommended events’ will likely comprise most of the fundamental reporting metrics you’re familiar with – although you may notice that some of the metrics have been updated slightly.

5. Check Your GA4 Works

Once you’ve configured event tracking, it’s important to make sure that your account is set up correctly and is pulling the data you want. You can do this by visiting the DebugView section under Admin. When you start seeing data, you’ll notice events are represented by blue icons and conversions are green. Make sure you cross-reference your GA4 data with its UA equivalent to check the tracking 

Get Prepared for GA4 Now

As Universal Analytics stops collecting data, Google Analytics 4 represents the future of web analytics so it’s important not to forget to set GA4 up. The earlier you set up your account, the more historical data you’ll be able to collect and it gives you time to familiarise yourself with the interface before the deadline.

If you’re still unsure about the set up process or would like assistance in migrating your Universal Analytics account to GA4, please don’t hesitate to get in touch with a member of the team at Fusion Unlimited. As a top 3% Google Premier Partner, we are fully equipped to help your business with a seamless migration to GA4.

On 15^th March 2023, Google announced the latest core algorithm update which is the first broad core update of 2023.

Today we released the March 2023 core update. We'll update our ranking release history page when the rollout is complete: https://t.co/sQ5COfdNcb

— Google Search Central (@googlesearchc) March 15, 2023

The March 2023 core update comes around six months after the last update in September 2022, where the aim was to deliver the most relevant, high-quality search results. Unlike specific, targeted algorithm updates, core updates are rolled out to make improvements to the fundamental algorithms affecting site performance, comprising ‘significant, broad changes’ to Google’s systems.

What to do after a core algorithm update

Following advice from previous updates, there are no changes to be made now that the update has been announced. Google states that pages performing worse than before the core update don’t necessarily have anything ‘wrong’ with them. Rather than targeting specific pages or sites, the changes improve Google’s own system for assessing content. This means that pages previously not receiving a high enough ranking, but have relevant, high-quality content, will perform better in search results.

Since the algorithm aims to reward pages with strong content, it is important to continue posting content that is relevant and helpful for your target audience.

Prepare a plan of action

Google states that the roll-out may take up to 2 weeks to complete, so businesses should be prepared with a plan of action depending on how the update impacts their website:

• If your website sees improvements in rankings, this could be an indicator that your content is providing exactly what it should, while less helpful competitor pages may see a drop in rankings.
• If there is little to no change in your website’s rankings, you may already have a strong, fundamental level of content, but a more creative approach within your content strategy could increase rankings further.
• If you notice your rankings are decreasing and you have been negatively hit by the update, this doesn’t necessarily mean your content is bad, just that other pages are deemed more relevant than yours. In response to this, it may be beneficial to evaluate whether all content on the site is optimised in line with Google’s latest best practice guidelines, before deep-diving into any potential problem areas.

As you can see, a core algorithm update can be a blessing or a curse for some businesses, whereas others might not even notice a difference. Because of this, it is especially important to keep a close eye on analytics and rankings over the next couple of weeks.

If you’re struggling after being hit by the core algorithm update, Fusion Unlimited is a leading digital marketing agency ready to help. If you’re interested in finding out more about what we can do, get in touch with the team today.

 

Google Analytics 4, otherwise known as GA4, is the next-generation measurement solution set to replace Universal Analytics this year. This powerful tool collects both website and app event-based data, including traffic and engagement, to track user behaviour, gain insights into customer journeys, and measure how people interact with your website.

According to BusinessDIT, approximately 28.1 million websites currently use Google Analytics, so this change will impact many businesses. There are two key challenges:

1. Implementing GA4 properly so that it is recording data in full, and setting up event tracking.
2. Understanding the new GA4 metrics, knowing how to navigate the platform, and actioning the new insights the platform can unlock for you.

If you currently rely on Universal Analytics to measure your website’s performance and haven’t yet made the switch, it’s essential that you set up GA4 now.

WHEN IS THE DEADLINE?

Universal Analytics will stop collecting data from the 1st of July 2023. Considering Universal Analytics 360 was only introduced relatively recently, Google has extended the deadline for users of UA 360 to 30th June 2024.

After this deadline, the platform should still be accessible for a while to review historical data, however comparing data sets may be tricky – especially given how metrics have changed.

WHY SHOULD I SET UP GA4 NOW?

1. Google will make you switch, either way

Google has sent out an email explaining that if you do not make the switch to GA4, a property will be configured for you starting in March. You can see this email below:

The email shows that Google will configure your property with a ‘few basic settings’, meaning you could find yourself with an account that is not tailored to your business’ needs. Taking the time to make the switch now, means you’ll have an analytics platform that is more useful in the long term. You should migrate goals, ads, users and audiences to make the most of GA4.

2. Maximise historical data

Universal Analytics and GA4 use different data collection models, meaning that you cannot move your historical data over to GA4. Because of this, ensuring you have the new Google Analytics platform set up as soon as possible, means you can start collecting data to track performance over time. You will benefit from having data available to compare month-on-month, and year-on-year performance figures.

As Google states, “The earlier you migrate, the more historical data and insights you will have in Google Analytics 4”. You will, however, be able to access historical data on Universal Analytics for at least six months after it ceases to collect new data. 

It is recommended that you export your historical data when possible, which Google says can be done in several different ways:

• Export individual reports, which can be saved in different formats including CSV, PDF, Excel, and more.
• The Google Analytics Reporting API can be used to export data.
• Google Analytics 360 users can export to BigQuery.

As we approach the end date for Universal Analytics, Google is set to offer more guidance on exporting this data.

WHAT DO YOU NEED TO DO?

If you’re currently still using Universal Analytics, it’s time to make the move over to GA4 as soon as possible to start collecting important performance data. To do this, Google has provided a lot of information on its support forum to help with the setup and use of the tool. You can read more about making the switch on their website, or follow one of their GA4 video tutorials.

Opinions of GA4 have been conflicted, with some users finding the new tool difficult to wrap their heads around. 

https://twitter.com/StoriesWithGill/status/1407313217538478083?s=20&t=UEUoJ_jXMs1I4Tozu80o5Q

However, Google Analytics 4 is here to stay, so it’s important to embrace it and be prepared for the change. At Fusion Unlimited, our teams have already undertaken specialist GA4 training and helped some of the biggest brands in the country transition to this new analytics platform seamlessly.

If you’d like support in setting up GA4, don’t hesitate to get in contact with Fusion Unlimited – a leading performance marketing agency in Leeds.

Fusion Unlimited is thrilled to announce the welcoming of 3 new members to join our Board of Directors. Although they’re new to the role, they’re no stranger to life at Fusion with a combined 48 years of experience at the agency between them. We’ve caught up with Kyle, Katie and Craig to find out more about their plans for the agency moving forward.

WHAT’S UNIQUE ABOUT FUSION?

The UK’s digital marketing agency space is highly competitive and saturated, with thousands of agencies competing for client contracts. Conglomerates and multinationals often have an edge, but our Leeds-based digital marketing agency Fusion Unlimited has worked hard over the last 24 years to prove that independent agencies can still lead and shape the market.

Now, with a client portfolio including household brands such as Halfords, the NatWest Banking Group and The University of Leeds, the agency has been named a Google Premier Partner for the 6^th year running – placing Fusion in the top 3% of digital agencies in the UK.

What, though, is our secret to standing out as an independent agency? Being mindful that people are at the heart of the business. That’s why Fusion is announcing a company restructure to remain competitive and future-proof the business.

FROM ENTRY-LEVEL STAFF TO MANAGING DIRECTORS

The first strategic change will see three long-standing members of our team join the Board of Directors.

Kyle Brogan and Katie Harling will be stepping up as Joint Managing Directors, whilst Craig Broadbent will become the agency’s first Operations Director. Kyle and Katie joined the agency over 14 and 19 years ago respectively as placement students, with Craig joining in 2007.

The trio will continue working with the current Managing Director, Mark Curtis, who will be taking on a new role as Managing Partner.

Kyle Brogan said, “Katie, Craig and I are so excited about our new roles. We’ve seen Fusion grow and adapt to an ever-changing industry and we’re thrilled to be leading its next chapter.”

Katie Harling reflects, “To think that when I accepted my first job out of University at Fusion, that I’d still be here 19 years on and now Joint Managing Director, is a testament to what an amazing place it is to work!”

The new senior leadership trio recognise employee retention as a key driver of success for the business, and are committed to making Fusion a great place to work and a business that amplifies the careers of junior staff.

EMBRACING CULTURAL CHANGE

As a legacy agency with 25 years’ worth of rich culture, it’s essential to Fusion that our agency remains dynamic and equipped to navigate the nuances of modern working life. That’s why Katie, Kyle and Craig are introducing the following cultural objectives:

• Implement sustainable practices

In Craig’s words, “We want to continue and super charge the work we’ve started on sustainability across the agency; employing third parties to review and scrutinise our current business practices and put measures in place to hit our sustainability goals.”

• Maintaining diversity

Fusion has a track record of recruiting employees from around the globe, and its growth practices will continue to be mindful of diversity and inclusion; ensuring equal opportunities for all within the hiring process. If you’re interested in joining the team, check out our current job vacancies.

• Ways of working

Finally, the business aims to define a culture that is fresh and adapts to the changing world we find ourselves in; including embracing hybrid and flexible working patterns, as well maintaining an open and safe working environment for those that wish to head into the office. 

THE FUTURE IS BRIGHT AT FUSION

Kyle says, “We don’t just want to ‘get back to the way things were’, we want to define a new culture that works primarily for our people; enabling them to be productive and happy – as we continue to compete against the industry giants and prove that independent agencies with the right expertise, people, and values can remain at the forefront of industry knowledge.”

Mark Curtis founded Fusion Unlimited when the digital marketing landscape was almost unrecognisable compared to how it looks today. After almost 25 years at the helm, Mark is taking a slight step back from the day-to-day running of Fusion, but he will remain firmly involved in the business that he founded back in 1997.  

To stay up to date with the latest cultural developments, sustainable initiatives, and market insights – check out our latest blog posts.