The Google Analytics you know is going away!
Learn how to adapt to the new generation of the tool
If you have a website, Google Analytics is one of your most important allies. After all, it allows you to analyze data and monitor all the events occurring on your pages. Google Analytics, in its original version, called Universal, was created 18 years ago. In 2020, Google announced the transition to Google Analytics 4, or GA4 for short.
Well, the era of Universal Analytics is numbered. After all, by July 2023, all Analytics properties will be migrated to GA4.
Are you prepared for this change?
Below, we'll explain a little more about what's changing with Google Analytics 4, how it impacts what you're already used to, and what you need to do to use the new version of the tool. But let's be clear: there's a lot of new features and details worth noting. Let's dive in!
What is Google Analytics?
Well, before we talk about the fourth generation of Google Analytics, it's worth reviewing some information about Google's data analysis tool. The current version, Google Analytics Universal, was created in 2005.
It's a free tool used by websites worldwide to analyze metrics and traffic data. There's also a paid version, Google Analytics 360, with advanced features geared toward large enterprises.
How does Google Analytics work?
The tool is a key ally for website owners, providing relevant data about traffic. This is achieved by utilizing code that tracks traffic flow. Once installed, it automatically collects valuable information about visitors.
This allows you to see where visitors came from, the pages visited, the length of stay, and the conversions made. Google Analytics 4 also shows the device the visitor used and the keywords that led them to the site.
Important in decision making
With this data in hand, the company's digital marketing team can make decisions based on comprehensive and in-depth reports. This enables the development of a strategy that is truly relevant to the business. And, of course, it helps creating advertising campaigns through Google Ads.
In fact, below you'll see that Google Analytics 4 is even more integrated with the Google Ads platform.
What is Google Analytics 4?
You might be wondering what Google Analytics 4 is, right? Well, it's the new version of the results monitoring and measurement tool. It was introduced in beta form back in 2019. In 2020, it was announced as the replacement for the traditional version. Now, the migration deadline is approaching.
Write it down in your diary:
Google Analytics Universal users have until July 1, 2023, to switch their accounts. Companies using paid Google Analytics 360 accounts have until October 1, 2023. Until these dates, Universal Analytics will continue to collect data, but after that, it will be phased out.
Therefore, it is important to start the migration process as soon as possible, to get used to the tool's new features.
To find out…
The administrators of the sites and digital marketing agencies will still have access to Universal Analytics to view historical data for six months from the platform's closure date. However, the newly collected data will only be available in Google Analytics 4.
With this, by the end of 2023, the Universal version will be effectively finalized and all your data will be deleted. Google even advises its users to export data from their Universal Analytics properties.
Need help migrating to Google Analytics 4? Talk to our experts now!
What changes with Google Analytics 4?
The fourth generation of the tool arrives with many new features, from its interface to its features. One of the biggest differences is its focus entirely on the event-driven data model.
Google Analytics 4 also gained new measurement metrics, which will allow for different ways of exploring, visualizing, and analyzing data. So, there's a lot to catch up on, huh?
To better understand what's new in Google Analytics 4, we've broken down some of its key features. Check it out!
Events in Google Analytics 4
In Universal, as Google itself states, events were considered "user interactions measured independently of a web page or screen load." Thus, link clicks, downloads, form completions, and video playbacks were considered events.
With GA4, Google says events are considered interactions with a website or app, measured simultaneously or independently of a page or screen load. Now, "events include page views, button clicks, user actions, and system events."
In Google Analytics 4, data collection is automatic and includes everything from page scrolling, outbound clicks, user engagement with on-site media, and other actions.
Data Privacy
GA4 introduces an even more powerful solution for protecting user data. Security and privacy become paramount when using the tool. Google Analytics 4 uses data modeling through machine learning.
Therefore, it's unnecessary to use cookies to collect data. The tool also no longer stores IP addresses and strictly follows the General Data Protection Law (LGPD).
New multiplatform structure
Previously, Google Universal was separated into Account, Property, and View. With this update, the tool now includes Account, Property, and Data Flow. This means it's now possible to measure not only your website, but also your Android and iOS apps, or even the flow between a website and an app.
That said, it's easier to understand why Google Analytics 4 considers itself a cross-platform tool, right? But you should know that GA4 requires Firebase to work with apps. It's a Google tool focused on app analytics, so to get this flow, you'll need to create an account there.
Behavioral trends
Google Analytics 4 uses machine learning to create detailed insights into behavioral trends. This means the system can predict the behavior of a group of users.
With that, you and your marketing team can develop strategies based on data, increasing the chances of conversion.
Maximum integration with Google Ads
You know that Google Analytics is essential for a successful campaign. Google Ads, right? But with GA4, this has been immensely expanded. Now the tool allows you to create custom audiences based on how they interact with your website.
Even conversions from viewing a YouTube ad can be analyzed in depth with Google Analytics 4.
These are some significant changes to the new tool, but as you migrate your account, you'll notice many other things have changed. To ensure the best use of available resources, count on our Analytics experts!
Now, it's time for you to learn about the 10 Google Analytics metrics. These are new parameters used by the tool, which promise even more in-depth and comprehensive measurements.
10 Google Analytics Metrics 4
To further improve website owners' understanding of metrics, Google Analytics 4 now features new, exclusive metrics. Learn more about them:
1. Users and new users
This metric was already used in the previous version and remains in Google Analytics 4. Basically, it represents unique visitors who reached the site within a given period, as well as visitors who entered the site for the first time. Simple, right?
2. Sessions
Here, some questions may arise, even for marketers. This is because the old Analytics also used the term "sessions" for one of its metrics, but in Google Analytics 4, this is measured differently.
Because GA4 focuses on events, the metric is derived from one of them. Therefore, a session begins as soon as a visitor performs one of these actions: a) opens your website or app in the foreground; b) views your website without being logged in to a previous session.
3. Engaged sessions
This is a new metric designed to eliminate bounces when counting sessions. To achieve this, an engaged session is defined as one that lasts at least 10 seconds with the website or app open in the foreground.
If users leave before this time, GA4 will count it as a bounce. This is important because the tool now counts the times when the user is actually using the site in the foreground.
Additionally, it is also possible to calculate engaged sessions per user, which reveals how many visits with interactions were made by the visitor.
4. Engagement rate
Engagement rate is calculated by Google Analytics 4 based on the ratio of sessions to sessions that were engaged. It represents how much your website or app is encouraging users to browse the page or screen and remain active for longer.
If your engagement rate is low, you can consider improving your content or even other strategies that encourage visitors to visit other pages.
5. Average engagement time
This metric is crucial for assessing how much time each visitor spends on your website. Based on the results, you can determine whether your pages or screens are truly engaging enough to engage users.
6. Event count
Website interactions are linked to events, which have become essential for Google Analytics 4. The tool now offers an Engagement feature that details all activity for the owner, according to their desired settings. These can include page scrolling, page views, outbound clicks, or other custom items.
In short, the event count relates how many actions were performed by users.
7. Conversions
Still in the Engagement tab, the website administrator can access the conversions that were completed. In other words, Google Analytics 4 provides a report of the conversion events that were actually completed by the visitor.
8. User retention
User retention is crucial for your website and refers to visitors who reach your page and continue to consume your content. Google Analytics 4 provides a metric that assesses the percentage of new user retention, including how many return to the site in subsequent days.
9. Revenue
GA4 provides a monetization report that allows the administrator to track in real time the revenue generated by the site. This can include sales on e-commerce, in-app purchases, purchases of e-Books, Among others.
10. Useful life value
The last Google Analytics 4 metric you need to know is app lifetime value. It helps you understand app user behavior by measuring their on-screen activity.
For example, GA4 adds up all events performed by the user during the first 120 days of using the app, counting purchases and other elements.
Want to know how to analyze your website metrics? Count on Kaizen, we can help you!
How to activate an account in Google Analytics 4?
If you've made it this far, you certainly understand the importance of migrating your account to Google Analytics 4, right? In fact, this has become mandatory, and as we've seen, the deadline is approaching. But before you start creating accounts, it's worth checking whether your property will actually be deleted.
How do you know if you need to migrate?
If you created your property after the end of 2020, you're likely already using GA4. Therefore, you won't need to migrate, as your platform is already up to date.
For users who created properties before October 14, 2020, the change will likely be necessary, as in the previous period, accounts were created using the old Google Analytics Universal.
If this is your case, Google has developed a setup wizard that promises to help you migrate your property. To understand better, you can click here and follow the general guidelines.
Remember to export old data
As we mentioned before, after July 1, 2023, legacy Google Analytics Universal data will only be available for export until the end of the year. So, don't forget that, okay?
Success Case
Meet the Brazilian companies that use Google Analytics 4 in their campaigns
If you're feeling a little daunted by all the upcoming changes, we're here to put your mind at ease. That's why we've put together this interesting news story that shows how two major Brazilian companies converted more sales by measuring their campaigns using Google Analytics 4.
Learn how Tim and BTG used GA4 in their campaigns by clicking here
Need help with your company's analytics? Here at Kaizen, our team of experts is ready to help you migrate to Google Analytics 4.
About Kaizen:
Kaizen is a full-service digital agency focused on each client's goals. With over 20 years of experience in the digital market, we have a team specialized in creating online strategies to generate positive results. Our main services include lead generation, inbound marketing, and performance marketing for retail, industry, and services.
We are pioneers in the Brazilian market with a system of own lead generation and monitoring, SEO, easy-to-access media management and implementation of KAIZEN Method of continuous improvement. In addition to this philosophy across all areas of operation, our team applies the Lean Canvas and Growth Hacking processes so that, based on data analysis, we can create experiments and achieve the desired results.
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