Google Analytics 4 – the new generation of web analytics

04.05.2022 06 min

As of July 01, 2023, quite a few things will change at Google Analytics. The search engine giant’s analytics tool, Google Analytics 4, will then be used as the main tool for data analysis. No more data will then be processed in the original Universal Analytics. Consequently, this will be completely replaced by Google Analytics 4. In order to already know what is important, you will get the most important information directly from us here.

What is Google Analytics 4?

Cookieless tracking presents online marketers with a difficult task: What should targeting look like in the future, and how will we deal with the (reduced) data that will be available to us in the future? In view of this, Google Analytics 4 is revolutionary because it enables new options in dealing with data-based performance tracking. For this, Google Analytics 4, which used to be known as “App” + “Web”, is introduced as a kind of new property.

Why is the changeover taking place?

There are several reasons for switching to Google Analytics 4. Among the most important are:

How do you integrate Google Analytics 4?

If you want to use Google Analytics 4 in the future, the first step is to set up a Google Analytics 4 property for your website. You can use the Google setup wizard for this. Once you have completed this, you can view the following functions:

What are the advantages and disadvantages of Google Analytics 4?

In the following, you will get a rough overview of the advantages and disadvantages of switching to Google Analytics 4.

·      Integration of machine learning and AI
·      Optimized data protection through cookieless tracking and
      anonymization of data
·      Integration of modeling approaches to compensate for missing data due to cookies
      data due to cookies
·      Optimization of visualizations
·      Increased data control through better collection, retention,
      deletion and sharing of data
·      Different data to Universal Analytics due to changed
      data structure
      → Poorer predictability due to lack of references to the previous year
·      Deactivation of Universal Analytics results in “compulsion to switch”.

Even if users are more or less “forced” to switch to Google Analytics 4, there are some advantages that the new analytics tool brings with it, and although interpretations of the data will probably be rather difficult in the first year, important information can be derived from it over time. This will be particularly important in terms of cookieless tracking and will have a big impact on data-driven performance tracking.

What are the differences between Google Analytics 4 and the original Universal Analytics tool?

Roughly speaking, the focus has completely changed. While Universal Analytics had the sessions at the center of the analysis, the user himself now moves into the spotlight. In addition, the visualizations are optimized and receive a rebrush. This is especially important because of the new and improved analysis options, which become much more extensive and complex under Google Analytics 4. Something is also happening in terms of goal definition: You can define standard goals as well as your own individual goals.

Lara Meyer hat ihr Bachelorstudium der Betriebswirtschaft, Schwerpunkt Betriebswirtschaft der Medien, an der FH in Würzburg abgeschlossen. Als Teil des eology-Marketing-Teams kümmert sie sich um die Verbreitung des gesammelten eology-Wissens, indem sie ihr Know-how in Magazinen, Blogs und Zeitschriften teilt.


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