In 2020, Google rolled out the newest iteration of its analytics property, known as Google Analytics 4 property or GA4. This wasn’t just an update on previous versions of App + Web, it was a complete refresh—arguably the most significant change in the property’s decade.

More importantly, Google recently announced that it will be sunsetting Universal Analytics on July 1, 2023, forcing everyone to migrate over to GA4 if they want to continue tracking their website and/or mobile app data.

For businesses that haven’t yet made the switch, adapting to this new upgrade will take some time and effort, but it’s absolutely necessary. 

Today we’ll discuss what GA4’s rollout entails as well as the benefits of updating. 

What’s Different with GA4? 

GA4 brings back many of the beloved features of the previous analytics properties while breathing life into it with new features, automation, and tracking methodologies. 

New and improved features include: 

  • Enhanced measurement – GA4 will be less reliant on cookie-based data tracking, retiring third-party data collection methodologies in favor of event-based behavior tracking. This will automatically track metrics like outbound clicks, video interactions, file downloads, and site searches. Additionally, Google will replace bounce rate data with more in-depth tracking benchmarks engaged sessions and engagement time. 
  • Monetization reports – Google enables monetization reports for businesses that aren’t just in the B2C eCommerce space. It centralizes tracking of paid ads, online sales, in-app purchases in one location, and allows you to monitor impressions and revenue for each category. 
  • Predictive analytics – The platform is built off a machine learning and AI framework that collates data in order to build predictive audiences for site visitors and customers, which can be used as a comparative segment across the entire property. 
  • Event tracking – GA4 allows you to track up to 300 events. It will automatically track the more fundamental events, but you can also create customized events.   
  • Retention tracking – Google provides much deeper insights into user engagement and retention, granting greater visibility over how they interact with your website and how often they return. 

Benefits of GA4 

Aside from the features, there are several compelling cases for why your business needs to update Google Analytics to GA4. These include: 

  • Built for the future – With digital privacy at the forefront of consumers’ minds, the tech world is transitioning away from third-party data. As we enter a cookie-less world, GA4 is built in response and is set up to harness the power of first-party data. Going forward, all updates will correspond to GA4, not App + Web property. 
  • Greater customer insights – There’s been a greater emphasis placed on gathering customer-centric metrics into a singular location, rather than having data fragmented across devices and platforms. Over time, this will give you a richer picture of your sales funnel, consumer personas, and buyer’s journey.   
  • Enhanced visualization and reporting – From an aesthetic and usability standpoint, Google has made it easier to see what’s going on. It’s simplified and optimized many of the features from previous iterations.  

Your NJ Google Analytics Consultants 

GA4 is an exciting update for businesses. It’s laid a solid analytics foundation, which will only improve with each new update. Are you considering making the switch?

Here at Semgeeks, our team of Google Analytics Consultants can help you transition to GA4 and then show you the best ways to utilize its powerful capabilities. 

Ready to see your business and its customers in an entirely new light? Let’s get started!  


Google. Introducing the new Google Analytics.

Gartner. 3 Steps for Marketers to Prepare for a Cookieless World.