Google Analytics 4 (GA4) is Google's current analytics platform, which replaced Universal Analytics in July 2023.
Why Google Made the Change
- Privacy-first design for a cookieless future
- Cross-platform tracking (web and app together)
- Machine learning for predictive insights
- Event-based model vs session-based
Key Differences from Universal Analytics
View Key Changes
Data Model: Events and parameters replace sessions and pageviews
Reports: Redesigned interface with different default reports
Metrics: New metrics like engaged sessions; some old metrics renamed or removed
Attribution: Data-driven attribution as default
Privacy: Designed to work with or without cookies
What This Means for You
- Historical data from Universal Analytics is no longer accessible in Google
- Learning curve for the new interface
- Some metrics are calculated differently
- More powerful analysis capabilities once learned
Our Support
We help clients set up GA4 properly, configure conversions, and create custom reports that match your business needs.