Your guide to Google Analytics 4


By now you will be aware of Google Analytics 4. The all-powerful marketing tool that gives you an insight into everything your customer does. This wonderful new addition is taking the world by storm but what is it exactly and how can it help you and your business? Here is what you need to know in a nutshell.

What is Google Analytics 4?

As the name may suggest, Google Analytics 4 is the latest analytics platform to be released by Google. Like its predecessor, it is a free tracking tool and will enable you to analyse how users visit your website. Its advanced features mean you can see the visible trends, which allows you to identify trends such as which pages users visit the most.

Access to this information means you can adapt the strategy according to your needs. It is a vital element we use in tracking the site’s Search Engine Optimisation and ad performance for our organic and PPC clients.

But I already have Google Analytics

Good point! Any business, worth its salt, will have Google Analytics on its main computer. However, by July 2023 Google Analytics or Universal Analytics as we know it today  (UA) will no longer exist. Instead, you will find it being replaced completely by Google Analytics 4. You cannot connect both platforms which means, any data held on the old analytics (UA) after this date will not be tracked and processed.

The reason we want to hammer this home right now is that after Friday 1st July 2022, you will not be able to compare year by year data on one single platform. The migration to GA4 is inevitable so why not get a head start and join the party now.

Six reasons you need Google Analytics 4

You can map out the full customer journey – By using GA4 you can determine where users first discovered the site. Did they log on first via their tablet or mobile device and which pages they were browsing?  You can then see if they moved to a desktop before making a purchase. This will tell you how users interact with your site and what leads them to the endpoint – making a purchase.

You can forecast the future – Thanks to the predictive metrics of Google Analytics you can see foresee the likelihood of someone making a purchase over the course of 28 days.

Segment things into events – Every interaction made by a user is known as an event which makes it easier to break down and track. The new scope of tracking events allows you to do more of a deep dive into each interaction and formulate the best strategies in which to easily convert events into your desired conversation (purchase of goods, making an enquiry etc) You can create custom events to integrate tracking per event. This includes video plays, scrolling, outbound link clicks and website searches.

Advanced custom reports – You will no longer have to create single reports. Thanks to GA4, there is a new tool which enables you to create every single report imaginable within Google Analytics in a matter of minutes.

Debugging functionality within the interface – Tracking issues happen for a multitude of reasons. Rather than having to rely on other tools thanks to GA4, you can now fix bug related issues within the platform itself.

Works in conjunction with e-commerce sites – If you are an e-commerce site and use the likes of Shopify and WooCommerce, have no fear, as with UA you can integrate your chosen e-commerce platform into GA4. You can find out more about this here. 

Switching to Google Analytics 4

Setting up Google Analytics 4 if you have no existing analytics platform in place can be done without much difficulty. There are plenty of guides out there to help through this process. Making the switch from the old universal analytics (UA) to GA4 however, is going to be an adjustment but is vital to your business website’s success. To get yourself ready ahead of the switch it is important to realise the process is quite complex. You don’t have to wait until July to make the switch. In fact, making the migration now will enable you to get a feel of the platform while also having the UA on hand. This is why at Embryo we work with our clients to make the transition as seamless as possible.

Here are some of the complications or issues which could arise during the migration from UA to GA4.

  • The migration could have an impact on your reporting and analysis.
  • There is no full document about GA4
  • While GA4 does have brilliant advanced features that will benefit you there will be some features that will disappear.
  • The way in which both platforms collect data is different which means once the migration is completed the data may not match up perfectly.

Is that not enough to help you realise why your business needs to get on the Google Analytics 4 train? Here are some other benefits that may just change your mind.

Worried about making the migration? Here is how Embryo can help

We understand how overwhelming the migration process is. This is where we can help. Embryo has been on hand to help you through the transition.

Here are some of the factors we can you with during the migration process.

  • Your pageview events (pageviews in UA)
  • Your existing event tracking (events in UA)
  • Your existing goal tracking (conversion in UA)
  • Monetising tracking where required (e-com in UA)

As a rule with any new set-up, there is a testing period. Our SEO team are able to do the migration for you as well as run the required tests to ensure the set-up is successful and you are ready to go.

You can find out more by contacting a member of our team today!