Google Analytics 4 - what changes and what are the new functionalities

On July 1, 2023, Google officially replaces its Universal Analytics with Google Analytics 4 (GA4). And regardless of the wave of skeptical comments about this transition, most users realized that the new version is an improvement in almost every aspect. Also, as of that date, Universal Analytics will no longer collect data, so if you want to use analytics tools made by Google, it's time to upgrade to Google Analytics 4 (GA4).

Now let’s take a look at the main differences between the two versions and the improvements introduced in the new variant.

Google Analytics 4 (GA4) Overview

Today, we will focus on the fourth iteration of the most widely used web traffic analysis tool - Google Analytics.

Previous versions (including the first one, developed by a software company named Urchin, which was acquired by Google and laid the foundation for Google Analytics back in 2005) had the main goal of providing network-focused analytics. They allowed measurement focused on device and platform fragmentation. With the new GA4, the situation is different. Here, the focus is on the effective analysis of visitors’ behavior.

The need for such a change is dictated by the transformation that the online industry has undergone in recent years. The challenges that needed to be addressed were partly related to ensuring secure and confidential storage of user data. On the other hand, measuring the user journey became increasingly complex, which highlighted that there is a need to find a way to unify the data coming from both the applications and the websites of a single business that the users often use in parallel.

Differences between Universal Analytics and Google Analytics 4 (GA4)

There are a lot of differences between the two versions, but here we will focus on the most important ones that have a direct impact on the use of GA4.

Data Model

We start with one of the main differences - the way data is measured is different. In the new Google Analytics 4, data is based on events and parameters, while in Universal Analytics, data was measured and recorded based on sessions and pageviews.

This means that GA4 provides the ability to measure and track every interaction on your website or store that a visitor can perform, allowing for much more detailed and comprehensive data.

In summary, GA4 focuses on tracking individual events and their characteristics rather than sessions. To achieve this, it relies on a combination of cookies and client-side identifiers (such as signals from Google and IDs from different devices) to track users.

Reports

Since Universal Analytics measured data in the context of sessions, the provided reports and metrics were tailored for that purpose. In contrast, GA4 offers more flexible measurement options, resulting in different reports. This version introduces a new type of report called Explorations, which allows you to analyze user behavior and perform specialized and more targeted analysis, thanks to a combination of measurements, metrics, and filters.

GA4 also includes pre-defined reports for analyzing user engagement, user acquisition, and more.

Cross-device tracking

A key improvement in the effectiveness of GA4 comes from its optimized ability to track user journeys across different devices. While Universal Analytics required manual configuration for this functionality, GA4 provides it directly by default.

Enhanced cross-device tracking can identify if certain interactions, even if performed on different devices and/or web browsers, are carried out by the same user. This provides much more accurate information about user behavior and what occurs at different touchpoints with the website.

Enhanced Privacy

One of the significant changes with GA4 is that it has been heavily adapted to prioritize increased privacy and compliance with various legal regulations regarding personal data that have emerged in recent years.

In the new version, we have much more control over data. Features like Google Signals allow you to specify not to collect specific user data/signals that analyze personal information such as age, gender, interests, and location of users on a website.

Furthermore, GA4 does not track the user's IP address, whereas, in Universal Analytics, this was done automatically unless IP anonymization was configured.

The limitation on tracking IP addresses, combined with the additional constraints imposed by users' ability to opt-out of cookies, raises questions about the effectiveness of GA4. Fortunately, the new version is prepared to function both with cookie tracking (cookie consent) and without it. Google has addressed this issue through the use of machine learning and artificial intelligence, which model and fill in the gaps in data to maintain the integrity of the user journey description for your visitors.

Machine Learning and Artificial Intelligence

In Universal Analytics, machine learning, and artificial intelligence were limited (especially by today's standards), but they are essential elements of the technology behind GA4. In the new version, functionalities such as automated reports, predictions for various metrics, and even anomaly detection in data can be found. All of this is optimized to provide users with a more comprehensive understanding of their visitors and make data-driven decisions.

What is Machine Learning?

Machine learning is a branch of artificial intelligence that allows applied mathematical algorithms to discover patterns in a given database, enabling computers to self-learn without human intervention.

The implementation of machine learning and AI in GA4 results in its ability to make more accurate predictions compared to the previous version.

All of the mentioned advancements lead to improved GA4's ability to "understand" the data it receives, identify specific behavioral patterns, provide more precise user signals, and even provide us with insights through specific reports on overall campaign performance. In general, we gain insights that we might not have thought of ourselves.

Expert Advice: One of the most interesting features of the new GA4 is that it has a search function at a completely different level (thanks to AI and machine learning). Now, in the search field, you can ask questions about reports, and specific information you are looking for (e.g., show me data about traffic coming from the UK). There are many new possibilities here, so we recommend reviewing the information directly in the Google article.

Other Changes:

In addition to what has been mentioned so far, there are other changes that affect working with GA4, but some of them are specific and based on personal preferences. This category includes changes to the platform's interface. Another widely discussed "issue" was the removal of certain reports that users were accustomed to. The truth is that either they are currently irrelevant or they have been replaced with an alternative, which is likely improved.

After familiarizing yourself with GA4, perhaps you have realized its potential and want to set up the new property in GA4 for your CloudCart store? Then follow the tips in this guide: Creating a Property in Google Analytics 4.