Get Started with GA4

Data is one of the most important ways to understand performance, whether that’s website visits, revenue, clicks: you need to collect data to make informed decisions.

As a search engine Google has provided us with a free to use analytics service that has been a popular choice for a long time. Universal Analytics was the latest version of the Google Analytics proposition. Until now.

What is GA4?

In July 2023 Google will completely switch over from Universal Analytics to GA4. There are quite a few things that you need to know to be able to make that switch and retain as much of your data as possible.

GA4 collects its data in a different way, which means that there will be an impact on metrics, behaviour, and ultimately how we analyse our website data.

I’ve collected a series of helpful articles for those who need to switch from Universal Analytics to GA4 and those who are brand new to data tracking.

The general consensus seems to be that GA4 right now isn’t quite ready to do everything that we are used to from Universal Analytics. Running both properties concurrently will allow you to compare the data, get used to the new interface, and have year-on-year data when it comes to switching time in July 2023.

My advice is:

Read the articles below
Set up both Google Analytics and GA4 if you haven’t done so already
Ensure your data retention settings for GA4 are on 14 months (it automatically starts on 2 months data retention)
Collect data in both properties
Continue using Universal Analytics while GA4 is still being improved and worked on

GA4 Resources

Google’s own introduction to GA4: perhaps a bit technical and dry, but it’s always worth checking information straight from the source.

MOZ Guide on Google Analytics, includes a set-up walkthrough for both properties in a clear and easy to understand manner.

Impression did a quick informative webinar on GA4, the differences with UA, and what it means for marketers., Read the write-up here.