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.
by Emily Flude
