GA4: An Introduction To Google’s Next-Generation Measurement Solution That Is Replacing Universal Analytics

Published On: April 16th, 2023Categories: GA4 ConversionBy

GA4: An Introduction To Google’s Next-Generation Measurement Solution That Is Replacing Universal Analytics


Google Analytics is set for a major update this summer, as Universal Analytics (UA)  will cease to process user data on July 1, 2023. From that date, Google Analytics 4 (GA4), the company’s latest data-tracking platform, will be fully deployed and take over as the primary tool for tracking user data. 

As your trusted analytics partner, our team at Bennington Brookstone is prepped and ready for this update! Keep reading to learn more about GA4 and what this change means for your business. 


A brief overview of GA4

Google Analytics 4 is the latest version of Google’s web analytics platform. GA4 was first released in May 2019 as a successor to Universal Analytics, the previous version of Google Analytics. GA4 has several new features and improvements over the older version.


Google Analytics 4 uses AI and machine learning to offer in-depth insights into user behavior as they navigate your website and app, tracking their entire customer journey across multiple platforms. GA4 is dedicated to safeguarding customer privacy in compliance with recent privacy laws such as GDPR and CCPA. By prioritizing privacy-focused tracking, cross-channel data measurement, and AI-powered predictive analytics, GA4 provides advanced functionality that delivers unmatched insights.


The most notable changes between UA and GA4

One of the main changes in GA4 is the way data is collected and organized. Unlike Universal Analytics, which relied on a tracking code that had to be manually inserted into each page, GA4 uses a “measurement ID” that can be used across multiple platforms and devices. This allows for more accurate data tracking and easier data management.

Another important feature of GA4 is its enhanced data privacy controls. With GA4, users have more control over how their data is collected and processed. This includes the ability to set data retention periods, limit data collection to specific geographic regions, and more.

GA4 also introduces new reporting features, including a focus on customer behavior and engagement. This includes a new “engagement” metric that tracks how users interact with your website or app, as well as a new “customer lifecycle” report that shows how users move through the various stages of your sales funnel.

The most noticeable difference between Universal Analytics and GA4 is the reporting interface. GA4’s reporting interface is simpler and more efficient due to the replacement or removal of specific reports, views, and metrics. As a result, GA4 is expected to be more user-friendly than Universal Analytics.


How to transition to GA4

Bennington Brookstone’s GA4 Migration service offers a comprehensive set of tasks to ensure a successful migration, including; building the GA4 Property, downloading historical UA data, transferring goals and conversions, matching UA settings in GA4, rebuilding audience segments, and linking to external accounts including Google Ads. These features are crucial in facilitating accurate data tracking and analysis, enabling your businesses to make informed decisions that drive growth and success.For a full breakdown of our migration services, check out our blog post HERE


Contact Us for a Free Consultation

We understand that you may have questions about the migration process and how to maximize the potential of GA4, and the Bennington Brookstone team is here to support you every step of the way! Call, message or email to talk more. We would love to help your business keep up with the changing digital landscape.

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