It’s time to say Goodbye to Universal Analytics and make that switch to GA4, if you haven’t already you are missing out on a huge amount of data once the shift to GA4 happens.

Google Analytics 4 (GA4) is the latest version of Google’s web and app analytics platform. It was first announced in October 2020 and is now available for all users. GA4 offers a number of new features and improvements over its predecessor, Google Analytics (GA) Universal.

One of the biggest changes in GA4 is the shift towards a more event-based tracking model. In GA4, instead of tracking pageviews, you track events such as button clicks, form submissions, and other user interactions. This allows for more accurate and granular tracking of user behavior on your website or app. Additionally, GA4 includes a new feature called “Enhanced Measurement,” which automatically tracks a number of common user interactions, such as scrolling and outbound link clicks.

Another major change in GA4 is the introduction of machine learning-powered insights. GA4 uses machine learning algorithms to analyze your data and provide you with actionable insights, such as which pages are most likely to lead to conversions and which events are most likely to indicate engagement. This feature is called “Google Analytics Intelligence” and allows you to easily identify patterns and trends in your data.

GA4 also introduces the concept of “properties” and “streams”. A property is the container for your data and can be a website, mobile app, or other digital asset. Within a property, you can create multiple “streams” to track different data sources, such as different subdomains or different platforms. This allows you to better organize and segment your data.

Another notable improvement in GA4 is the new user interface. The new interface is more intuitive and user-friendly, making it easier to navigate and find the data you need. Additionally, GA4 includes new reports, such as the “User Explorer” report which shows you detailed information about individual users, and the “Funnel Analysis” report which allows you to analyze the user journey through your website or app.

One of the most important differences between GA4 and GA Universal is the data collection method. GA4 uses a flexible data collection method which allows you to send data from any device to Google Analytics. This means that you can easily track data from web, mobile, and any other connected devices, such as IoT devices and games. This also allows you to track data from multiple platforms and environments, such as web and mobile apps, to gain a more complete picture of your user behavior.

Here are 4 easy steps you can follow to set up GA4

Set up a Google Analytics 4 (GA4) property in your Google Analytics account.

Implement the GA4 tracking code on your website or mobile app.

Configure your data streams, which allow you to track specific user interactions and events on your website or app.

Create and customize your GA4 reports and analysis tools to better understand your user behavior and interactions.

Utilize the machine learning capabilities of GA4 to gain insights and make data-driven decisions about your business and marketing strategies.