What is the GA4 Platform?

Oct 17, 2022

The New GA4 Platform

Google Analytics 4, or GA4, is a new analytics property replacing the previous version of analytics, Universal Analytics. This will happen on July 1, 2023. Universal Analytics will be sunset on this date and will no longer process data. However, old data will still be available for perusal for an undisclosed amount of time.

ga4 platform conversion

It is important to make the switch to the GA4 platform sooner, rather than later, to start recording data in the new platform. This overlap in data will make the transition easier. Also, the more data you have in the new platform before the old property sunsets, the more robust your reporting will be moving forward.

Why GA4?

According to Google, GA4 is “designed for the future of measurement.”  The new GA4 property focuses on event-based data as opposed to session-based data which is how Universal Analytics is geared. Universal Analytics was also based on the desktop web. The GA4 platform is more expansive to operate across platforms.

This property gives the user a more comprehensive look at data:

  • collects event-based data from websites and apps which makes it easier to understand the customer journey from analytics
  • includes privacy controls such as cookieless measurement, and behavioral and conversion modeling
  • predictive capabilities offer guidance without complex models
  • direct integrations to media platforms help drive actions on your website or app

Converting the Google analytics property from Universal Analytics to GA4 is a manual one. The process involves changing code on your website and the set up of the GA4 property in the Google products correctly. After checks, the GA4 analytics will be set to retrieve data from your site.

It is important to get this change made prior to the July 2023 deadline or lose data transparency on your site. Contact FirstLink or call 303-691-8200 to schedule this important migration of your analytics property.

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