If you are a business owner or a CEO, you probably rely on data analysis to track your website’s success. Google Analytics has been a popular choice for many businesses over the years, but major changes are coming as Universal Analytics (UA) is replaced with Google Analytics 4 (GA4). With the transition to GA4, the way data is collected and analysed will be entirely different. To help you fully understand what is changing we will delve into what you need to know about the change from UA to GA4.


Data Collection

The most significant change with the introduction of GA4 is the way it collects data. UA relied on cookies, while GA4 focuses on events as the primary building block for data aggregation. This means that GA4 will collect more actionable data and helps businesses understand how users interact with a website in real-time. GA4 takes a more holistic approach to user engagement, which extends beyond just page views and clicks. Businesses will now be able to analyse the entire user journey from acquisition and engagement through retention. But how will this benefit your business? When it comes to tracking user data, GA4 provides important insight that is needed to benefit your marketing decisions moving forward.


Machine Learning With GA4

As an SEO agency in London, we have seen the use of both AI and machine learning expand rapidly over the last five years and with GA4 this is no different. Thanks to the machine learning integrated within GA4, the days of endless calculations and spreadsheet tinkering are long gone. The new system can automatically generate insights and dashboards, which can give businesses the relevant information to make data-driven decisions and allow you to find information quickly and easily. Although it may take some time to get up and running, the benefits of employing machine learning features are game-changing.

One potential downside of GA4 is that data from the previous version of Google Analytics cannot be imported into the new system. However, businesses can continue to view historical data for the next six months on the Universal Analytics platform. After that time, they will no longer have access. Now is the time for businesses to start planning the transition and ensure that they can keep up with the evolving landscape.


The Impact Of GA4 On Your Business

So, how will GA4 impact businesses moving forward? With the focus on events and user engagement, businesses will have access to more meaningful metrics. This will help businesses understand how users interact with their websites and how to improve their customer experience.  With the focus being shifted from sessions to events and the actions taken on our website, businesses are getting an in-depth look into how customers are interacting with their business as well as how campaigns can be altered to boost conversions. With the help of machine learning, businesses will be able to automate tasks, generate insights and spot opportunities that were not possible before. Additionally, GA4 can capture cross-device data, which allows businesses to understand the impact of mobile devices on their website traffic.


The transition from UA to GA4 is a significant shift in the data analytics landscape. While the changes may seem daunting, it provides businesses with a new way to analyse and deliver meaningful insights. The shift to GA4 will enable businesses to take a more proactive approach to their marketing and customer support. If you have not begun the transition, now is the time to start the planning process. Get up to speed with the new system either with your SEO agency in Essex or your in-house team, and your business will thank you for it in the long run.