Universal Analytics to Google Analytics 4

Last year, Google users learned that the Universal Analytics platform would no longer be operational starting July of this year. Therefore, all employees of this platform need to learn how to use new analytical tools and focus their skills on Google Analytics 4. Both systems have a lot of differences, making it challenging for specialists to transition from one to the other. Today, we will discuss how these platforms differ and what difficulties specialists can expect.

Main Differences Between Universal Analytics and Google Analytics 4

Let’s take a look at the differences between these platforms to understand which one is more suitable for work.

Data is Collected Differently

It should be noted that this is perhaps the most significant difference. Data collection in Universal Analytics is based on pageviews, whereas in GA4, events take precedence. In the new platform, an event will be captured for every action—when a user clicks any button, views an entire site or a specific page, or when an error occurs. Consequently, analytical work becomes more complex; however, it also offers the opportunity to get more information about user behavior.

Potential Purchases Are Predicted

In Google Analytics 4, all users visiting the site are automatically tracked based on those who complete a purchase or place an order within the next seven days. This means the system can conduct detailed analysis of each user’s movements on the site and arrive at insights about when a product will be bought. Thanks to such functions, one can assess whether advertising is effective and what needs to be added, as well as learn how to optimize.

More Information About Users is Collected

The new system can gather a variety of information about site visitors—such as their location, technology used to access the site, as well as their age and more. This allows for the formation of user groups and providing them with what they desire.

Information Can Be Integrated into BigQuery

To export various data for report formatting, there is no longer a need for supplemental tools. With this function, one can more effectively devise advertising strategies, as well as prepare forecasts based on user actions.

Data is Not Stored as Long as It Used To

If in Universal Analytics information could be stored indefinitely, the new platform has reduced this time to 14 months. If, however, you need to analyze information for a longer period, you can utilize a special service known as BigQuery. To maintain access to all data, it is necessary to regularly export them into BigQuery.

No Separation in E-commerce

How was this in Universal Analytics? This system collected data separately. In conventional e-commerce terminology, it was only possible to find information about completed transactions. If we talk about expanded commerce, it allowed you to track all actions of a user fully. That is, it was visible what products a person added to their cart and removed, as well as what categories of items and individual products were most frequently interacted with, and when the checkout process was abandoned.

The new Google Analytics 4 platform does not separate e-commerce into two different categories. It gives specialists the opportunity to become familiar with all data simultaneously.

There are also differences in the setup process, as GA4 uses several different configurations. To gather data from online sales, it is necessary to utilize distinct tracking codes, as well as appropriate setup names within the very code itself. All these transformations are documented.

How to Transition from the Old Platform to GA4

If you have always used Universal Analytics, it is likely that transitioning to the new platform may not be easy for you. This is primarily due to the completely different interface, and all the skills you possessed might not be applicable.

However, if you still want to start using GA4, follow this algorithm:

• Familiarize yourself with the goals. You will need to learn how to set goals on the new platform since the typical category of “Audience” is no longer present. Similarly, the goals that you previously had on the old platform will not be transferred to the new one.
• Manually transfer all data. Everything that will be automatically transferred to GA4 consists of metrics counter parameters. Google will not transfer anything else. If your data is valuable, you will need to engage specialists for the timely and maximal transfer of your data from the old platform to the new one.

It is also essential to know how exactly the transition to GA4 will be conducted:

The transition begins on July 1, 2023. Until that time, you can still gather information within the old system.

• When the new system becomes operational, you still have another half a year before access to Universal Analytics will be closed. During this time, you should try to transfer as much of your reports to the new platform to avoid losing them.
• A specific date when Universal Analytics will entirely cease to be available for everyone will be announced in the coming weeks. Once that day arrives, you’ll lose access to Universal Analytics and won’t be able to transfer your data.

Many marketers believe that Google’s abandonment of Universal Analytics could completely transform how they use Google Analytics. According to surveys, approximately 35% of specialists are inclined to apply other programs for analysis in their work processes. They consider GA4 to be complex for understanding and implementation, underdeveloped, and raw.

All of the aforementioned suggests that the introduction of GA4 will be difficult, and many specialists will be dissatisfied with it. However, there is still plenty of time. To avoid losing your analytical data, start collecting it now. For this, it’s best to engage specialists who can do this quickly and with quality.