As we move into 2023, Google Analytics will be changing in a big way. The Google Analytics Universal Analytics version will be coming to an end, and Google Analytics 4 (GA4) will be taking its place.
This new version of Google Analytics is a big step forward, and it will bring with it a number of changes that will make it more effective and user-friendly.
Google Analytics 4 Taking Over in 2023
In fact, Google Analytics Universal will stop working from July 1, 2023. Users can for a short period of time after that still see their older reports before Google Analytics 4 takes over completely.
Additionally, Google is also working on a new platform called Google Analytics 360 which will allow you to track user behavior across multiple channels, including web, mobile, retargeting and TV. This will give you an even more complete picture of how your users are using your website and will allow you to make more informed decisions about your marketing strategy.
Cookies on the way out
One of the biggest changes that Google Analytics 4 will bring is the end of the use of cookies. Cookies have long been used to track user data, but they are not very accurate. Google Analytics 4 will instead use a new system called “First-party sets” which will be more accurate and will provide more data.
First-party sets are created by the website you’re visiting and are used to store information about your interactions with that site. GA4 uses first-party sets to track user engagement and activity across devices, which allows for more accurate reporting and analysis.
Conversion Events offer better understanding of Traffic
In addition, GA4 also introduces support for the measurement of conversion events. These are actions that users take on your website that you’ve defined as being important to your business. Tracking conversion events will allow you to see which channels are driving the most valuable traffic to your site.
More Elaborate Picture of Bounce Rate
Google Analytics 4 offers a new, more accurate way to measure bounce rate. By tracking user engagement across devices and sessions, GA4 provides a more accurate picture of how users interact with your site. This means that you can now get a better understanding of which pages are driving conversions, and which pages need improvement. You can learn more here: bounce rate in GA4.
Other changes in Google Analytics 4 include the addition of new features on a regular basis that will make tracking conversions easier. These new features will make it easier to see how users are interacting with your site, and they will also make it easier to detect which channels are driving the most traffic.
Here are some of the key features of Google Analytics 4:
- Custom reports: You’ll be able to create ecommerce reports without having to make changes to the way you implemented ecommerce. In the interim, Google has provided its new Ecommerce Migration Helper to assist users fully migrate into the new system to set GA4 ecommerce events for better analytics.
- More data collection: Google Analytics 4 will allow you to collect data on a much wider scale using Google’s new Form Interactions option of enhanced measurement.
- Improved predictive capabilities: Google Analytics 4 will offer improved data quality, meaning that you’ll be able to predict user behavior without using complex models.
- Recommendations from Google: Users will have access to the new Insights & Recommendations on the Home Page within their Google Analytics account offering them tailored suggestions based on their website history.
Overall, Google Analytics 4 is a big step forward for the platform. It will bring with it more accurate data, new features, and a more user-friendly interface. If you are using Google Analytics, make sure to upgrade to the new version by mid-2023.