The new generation of Google Analytics is coming!

Since the launch of the first Google Analytics in 2005, we have all grown accustomed to its functionalities. Yet, a new rendition has recently emerged bearing the same name, with a twist: Google Analytics 4. It promises to be the future of website performance analysis (and beyond), with new measurement possibilities, integrations and reports. However, the way in which the information is presented in the new version differs significantly from the soon-to-be-discontinued version, warranting the need to explore the new Property. Will you join us on this journey?

Tânia Frade
May 30 2023 • 4 min reading
The new generation of Google Analytics is coming!

From July 1st, 2023, Google Analytics Universal will stop working, and for that reason will no longer collect any more data from then on. Therefore, it is imperative that you ensure that you are prepared for this inevitable change.

As with any changes, this transition will naturally raise questions and concerns: Why is this change occurring? What will happen to my data? What are the big differences between GA Universal and GA4?

It is important to start by explaining that, although Google Analytics Universal has been improved over the years, this change was somehow expected and it’s happening to keep up with the new reality of Digital Marketing and the market in general.

In this sense, one of the most significant developments is the fact that the new Google Analytics retains user information independently of Cookies. That is, the tool will have primary Cookies that will not require the user's authorization, and that at the same time are compliant with the new Data Protection Law.

The new version also makes it possible to monitor the behavior of the same user in several devices, for example: on websites and web applications, in the same platform.

The analysis of user behavior itself differs a lot from what we have been used to thus far. With greater precision and detail about the navigation of those who visit a website or an App, the focus becomes 'events' instead of 'sessions'. While the automatic creation of ‘events’ is limited in number, you have the flexibility to add new ones at any time and to personalize them according to your preferences. 'Events' refer to all actions that the user performs within a website or an App. It becomes, therefore, more complete than the 'sessions' that presumed interactions, such as clicking on a menu, scrolling or searching.

However, if in Google Analytics Universal we had a dashboard with the most relevant metrics on a single page, Google Analytics 4 presents the data with another organization. To make your analysis easier, you can build boards with the data that is most relevant to your own activity.

At this point, we believe that you are asking yourself: so, what will happen to my data before July 1st, 2023? Will I lose my data?

If it has already been upgraded by professional developers to the new version of GA4, you can rest assured. The data, as far as we know, will continue to be available in Google Analytics Universal. But in real-time you won't have any metrics to see, because the only available information pertains to the past, lacking any insights regarding the present or the future. As of now, Google has not provided any possibility for data migration from this GA to the new version.

If you have not yet made this switch to Google Analytics 4, we strongly recommend that you ask the people who developed your website for help. Seeking their assistance will help mitigate the risk of data loss. In these sensitive issues of data and analytical information, it is always important to contact professionals who can guarantee a correct and safe GA4 implementation.

Any change in our lives requires learning, adaptation and resilience. This topic is no exception. The initial encounters with this new version might feel unsettling at first, but it is crucial to be able to analyze critical data for your business. This analysis will empower you to evolve your website or app effectively.
Have you ever heard this maxim: “What cannot be measured, cannot be improved”?

At Softway, we integrate platforms such as Google Analytics and Google Tag Manager (among many others) to encourage our customers to measure their websites’ performance data. This approach represents our sole avenue for envisioning a project’s evolution. Together, we can assess the possibility of maintaing or restructuring the current website, while considering the feedback from users who constitute the target audience for that specific business.

Numbers are transparent and convey information, and it is our responsibility to listen and strive to enhance them.

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