If you're a business owner, then you know that data is important. After all, how can you make informed decisions about your marketing strategy if you don't have any data to go on? That's where Google Analytics comes in. Google Analytics is a free web analytics service that gives you insights into how people are finding and using your website.
Up until recently, the most popular version of Google Analytics was Universal Analytics. However, Google has since rolled out a new version called Google Analytics 4 (GA4). So, what's the difference between Universal Analytics and GA4? And more importantly, why should you care? Keep reading to find out.
There are several reasons why you might want to consider moving from Universal Analytics to GA4. For one thing, GA4 offers much improved data collection capabilities. It also provides better insights into user behaviour and includes new features such as cross-device tracking. Perhaps most importantly, GA4 uses machine learning to automatically surface useful insights that you might not have otherwise uncovered.
One of the biggest differences between Universal Analytics and GA4 is the way data is collected. Universal Analytics relies on cookies to track user behaviour, which means it can only track users who have cookies enabled in their browser settings. GA4, on the other hand, uses a technique called "event measurement" to collect data. This means it can track users even if they have cookies disabled.
In addition, GA4 includes a number of features that are not available in Universal Analytics, such as cross-device tracking and the ability to create audiences based on user behaviour. These features can be extremely valuable in understanding how people interact with your website across devices and tailoring your marketing strategy accordingly.
Switching from Universal Analytics to GA4 is actually pretty easy. First, you'll need to create a new property in your Google Analytics account using the instructions here. Then, you'll need to install the GA4 tracking code on your website using either Google Tag Manager or another web analytics tool like Segment or Super metrics.
Once you've done that, you're ready to start collecting data in your new GA4 property! Of course, there's a bit more to it than that - but those are the basics. For more detailed instructions on switching from Universal Analytics to GA4, check out this helpful guide from Google.
If you're looking for a more powerful and insightful way to track your website data, then you should definitely consider moving from Universal Analytics to GA4. The new event measurement system allows for more accurate data collection, while the added features give you greater insight into how people interact with your site. Plus, switching is easy - simply create a new property in your Google Analytics account and install the GA4 tracking code on your website!