Google Analytics 4 (GA4) is the latest version of the go-to analytics platform used on most websites. It includes "expanded predictive insights, deeper integration with Google Ads, cross-device measurement capabilities, and more granular data controls" - a fancy way of saying it does a lot of stuff!
Why Should You Care?
GA4 is VERY different from what you may be used to.
GA4 also requires a different setup process to get tracking tags in place on your website.
If you’re setting up a new website or online property, Google Analytics 4 will be the default option. However, Universal Analytics is still available for now.
On July 1, 2023, Universal Analytics will go away for good. If you don't have GA4 working by then, you'll lose all access to data about your website.
What To Do
If you already have Universal Analytics on your site, leave it in place! If you don't have it yet, set it up ASAP. GA4 will only record data moving forward from the point in time when you set it up so without Universal Analytics, you'll lose all historical data.
You should ALSO set up and install GA4. Google recommends setting up both types and running them in parallel.
This Quick Read first appeared in the December 2021 GROWth Report newsletter. Want to stay up to date? Sign up below!