On July 1st, 2023, Universal Analytics will ultimately give way to Google Analytics 4 (GA4). Keep reading to learn more about this change and how it will affect the way analytics works.

Why Is Google Making a Change?

Universal Analytics is a decade old and was created when people only used desktop computers with independent sessions and easily trackable cookies. This measurement type is obsolete because users can interact with you via multiple touchpoints. GA4 is the next generation of analytics with better features giving you more relevant insights. 

Cross Platform Tracking

Get a complete view of your user’s journey because GA4 can capture all user interactions across web, mobile, and app platforms, which Universal Analytics cannot. GA4 does not use cookies but rather an event-based model that provides a single metric, tracking how your user interacted with your business, be it through a desktop website, an app, or both.

Better Data Collection Model

One of the most significant changes in GA4 is how user data is collected. Events are used instead of page sessions. This means that rather than keeping track of page views, user behavior will be tracked through events such as clicks, scrolls, file downloads, form submissions, and so on. This data collection model provides a more accurate picture of user engagement.

Better Analysis and Reporting

GA4 has an entirely new and improved system for reporting and analysis. Along with this, you can also export your data to BigQuery for an in-depth analysis. BigQuery is a data warehouse tool created by Google with advanced analytics and almost unlimited data storage. It will let you use complex queries required for cutting-edge data analytics, which would not be possible without external support in Universal Analytics.

Better Privacy for Users

GA4 has implemented several policy changes keeping user privacy at the center. It is built upon a “ data privacy by design” approach, making it easier to comply with the privacy laws.IP anonymization, limiting data storage duration, better consent modes and many more make sure that GA4 is privacy compliant.

GA4 has much more new, advanced, and improved features, making it the ideal choice for any new-age business that wants to understand its audience better. If you haven’t already migrated to GA4, now is the best time to do it, as they’re requiring everyone to update to GA4 by July 23rd, 2023. The sooner you adopt GA4, the more usable historical data you will have when working with GA4 in full swing.

If you need any support for a smooth transition, contact the experts at Raine Digital. We are experienced and committed to helping all businesses grow.

 Call us at 844-342-6200 or click here to get started with your growth journey today!