Universal Analytics (UA) will be decommissioned in a few months. Today, we’ll explain how GA4 differs from the previous version, as well as how to smoothly transition to Google Analytics 4 and what it can bring to your project. Vlad Sidnyov, Head of CRO & Analytics Webpromo and Sergey Shagoferov, Chief Editor of the WebPromoExperts will help us figure this out.
Key differences between GA4 and Universal Analytics
New reporting interface
The first thing that immediately catches the eye is the new interface with groups of reports. If in UA these were the “Audience”, “Traffic Sources”, “Behavior” and “Conversions” reports, then in GA4 the distribution has become more logical and structured:
- Lifecycle (Traffic Source, Engagement, Monetization and Retention);
- User (“Demography”, “Technology”);
- Audiences are separate reports.
Events and their parameters instead of sessions and page views
Integration with other services
Thanks to this, you can get more information about user behavior and analyze conversion paths and the effectiveness of the marketing strategy in general.
Raw data export and sampling
Closed funnels and segmentation
Attribution and data storage models
Checking the correctness of the configuration
- Compare through parameters (up to 5 parameters simultaneously);
- Compare through previously created audiences;
- Manually create a report in the Research section.
- “Reports” → “Traffic sources” → “Traffic acquisition” → “Default channel group associated with a session” → then select dates and watch sessions (“Organic Search”).
- “Reports” → “Traffic Sources” → “Traffic Acquisition” → “Session Channel” → then select dates and watch sessions (“Organic”).
- “Reports” → “Traffic sources” → “Traffic acquisition” → “Company associated with the session” → then select dates and watch sessions (“organic”).
- user segmentation;
- comparing the behaviour of different audiences among themselves;
- using Google Ads advertising campaigns.
How to upgrade to GA4
- Open your account in Universal Analytics and go to the “Administrator” section.
- Find the “Upgrade to GA4” option under the “Resource” column.
- Then there are two ways: create a new resource or bind an existing one.
- After performing any of these actions, the resource will be associated with the GA4 system.
- Specify the name of the resource, time zone, currency.
- Enter information about the company: industry, size, goals.
- Configure the data flow by selecting the source of reception.
- Add tags to the site — adjust existing ones or install new ones.
- Connect GA4 with Google Ads and Google Search Console.
- Conversion tracking,
- Access rights.
Tag installation via GTM
We also advise you to study the Google Analytics help, which tells in detail about the important steps in the process of transition to Google Analytics 4.