Tuesday 23, May 2023

What you need to know about Google Analytics 4

In today’s data-driven world, businesses rely heavily on web analytics to gain valuable insights into their online presence. Google Analytics has long been the go-to tool for tracking website performance, user behaviour, and marketing effectiveness. However, with the introduction of Google Analytics 4 (GA4), businesses now have the opportunity to elevate their analytics game to a whole new level. In this article, we will explore why businesses need to upgrade to GA4, delve into the new metrics it offers, and understand the optimal timeframe for making the transition.

The Evolution of Google Analytics

Google Analytics has been a powerful tool for businesses, enabling them to understand their website traffic, conversion rates, and user engagement. However, as digital ecosystems have evolved, so too have the needs of businesses. Google Analytics 4 represents a significant shift in how data is collected, organised, and analysed.

Enhanced User-Centric Analytics

One of the key advantages of GA4 is its user-centric approach to analytics. Traditional Google Analytics focused on tracking sessions and pageviews, which provided a limited view of user behaviour. GA4, on the other hand, places the user at the centre by providing a unified view of user interactions across multiple devices and platforms. This enables businesses to gain deeper insights into customer journeys, understand how different touchpoints contribute to conversions, and optimise marketing strategies accordingly.

New Metrics for In-Depth Analysis

GA4 introduces several new metrics that offer businesses a more comprehensive understanding of user behaviour and website performance. These include:

  1. Engagement Rate: GA4 allows businesses to measure user engagement by tracking active user sessions, session duration, and engagement events. This metric helps identify which content or features are resonating with users and informs decisions on improving website experiences.
  2. Enhanced E-commerce: GA4 provides more robust e-commerce tracking capabilities, enabling businesses to analyse the entire customer journey, from product views to purchases. This allows for a more granular understanding of conversion funnels, product performance, and revenue attribution.
  3. User Lifetime Value (LTV): GA4 introduces LTV, which helps businesses estimate the revenue generated by a user over their lifetime. By understanding the value of different user segments, businesses can tailor their marketing efforts and allocate resources more effectively.
  4. Funnel Analysis: GA4 offers an enhanced funnel analysis tool that allows businesses to visualise and optimise conversion paths. This helps identify bottlenecks in the user journey, optimise funnels for better conversion rates, and improve overall website performance.

When Businesses Need to Upgrade to GA4

Universal Analytics will no longer collect new data after July 1, 2023. This means that businesses that want to continue tracking their website or app traffic will need to upgrade to GA4 before that date.

It is important to note that GA4 is not a direct replacement for Universal Analytics. The two platforms have different features and capabilities, so businesses will need to make some changes to their analytics workflows when they upgrade.

Furthermore, migrating to GA4 early allows businesses to take advantage of the additional features and insights offered by the new platform. By making the transition early, businesses can gain a competitive edge, understand evolving customer behaviours, and make data-driven decisions that align with their goals.

Here’s a concise guide to help you make the transition:

  1. Set up GA4: Create a new GA4 property in your Google Analytics account or upgrade an existing Universal Analytics property.
  2. Install GA4 tracking code: Replace the existing Universal Analytics tracking code on your website with the GA4 tracking code snippet.
  3. Configure data streams: Set up data streams to collect data from your website and mobile apps, ensuring comprehensive tracking across platforms.
  4. Define conversion events: Identify the key actions on your website that signify conversions, such as purchases or form submissions, and set them as conversion events.
  5. Customise reports: Take advantage of GA4’s flexible reporting and create custom reports tailored to your business goals and metrics.
  6. Explore new features: Familiarise yourself with the enhanced metrics and analysis capabilities in GA4, such as engagement rate, enhanced e-commerce, and funnel analysis.
  7. Analyse and optimise: Dive into the data provided by GA4, analyse user behaviour, identify areas for improvement, and optimise your marketing strategies and website experiences accordingly.
  8. Stay informed: Keep up with updates and new features in GA4 to leverage its full potential and continue optimising your analytics practices.


In a rapidly evolving digital landscape, businesses need to adapt to changing customer behaviours and preferences. Upgrading to Google Analytics 4 offers an unparalleled opportunity to unlock deeper insights, optimise marketing efforts, and improve overall website performance. With its user-centric approach, enhanced metrics, and powerful analysis capabilities, GA4 empowers businesses to make informed decisions and drive

This article was written by Chamber’s Platinum Partner, Nathan George, Managing Director at Pixeld