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Is your website ready for Google Analytics 4?

Author: Ed Garrett   |  circa 5 minute read

Well, it’s almost here, and there’s nothing like a ticking clock to help get things done! July 1st marks the day we wave goodbye to Universal Analytics and say hello to Google Analytics 4. For many of us, preparing our websites for this shift hasn’t been at the top of our priority list, but don’t stress as you still have time. In this ‘better late than never’ guide, we’ll show how you get your website ready for this change, ensuring a seamless transition to Google Analytics 4.

What is it again…

Google Analytics 4 (GA4) is the latest version of Google’s analytics platform. The new approach focuses on event-based tracking rather than just traditional page views, which enables businesses to gain deeper insights into the whole user experience including cross-device behaviour and the effectiveness of your marketing. With AI-powered features, predictive metrics, and privacy-centric controls, GA4 empowers brands to make data-driven decisions and adapt to the evolving digital landscape, by providing more comprehensive and intelligent analytics.

Where you need to pay attention…

If there’s one thing you should remember from this article, it’s this: make sure your website is set up to collect data using GA4. If it’s not, you need to find and update your tracking codes as failing to do so could result in missing data and gaps in your analytics during the transition. Properties that were set up in the last year or so may already be using GA4, if the reference number beneath your properties name has ‘UA-’ preceding the 9 digit number then this would suggest that you are still using an Universal Analytics property and so this needs to be updated. In doing so, you’ll be able to maintain the integrity of your data and have a seamless experience as you make the switch.

Find your Google Tag ID

Set up Analytics for a CMS-hosted website

Other things to keep in mind about GA4 is it introduces an entirely new data model and reporting system, so if it seems unfamiliar at first, don’t worry – you’re not alone. Adapting to this new system will take time, and it’s completely natural to need an adjustment period. We recommend giving yourself the opportunity to become familiar with GA4 or consider investing in training or educational resources as there is a serious opportunity to level up your digital marketing activity with this update.

The upside…

Although systems change can be a hassle there are reasons to be genuinely excited. For example, the events based tracking will give you valuable user information about how people interact with your brand across a range of platforms. You’ll be able to gain valuable insights into user behaviour patterns, enabling you to optimise customer experiences and tailor your marketing strategies accordingly.

GA4 also offers AI-powered insights and predictive metrics that automatically uncover valuable trends, patterns, and opportunities. It’s like having your own data scientist on hand to sift through vast amounts of information and provide you with actionable insights. With GA4, your brand can identify emerging market trends, understand user behaviour patterns, and predict future outcomes, unlocking a world of informed marketing decisions.

To conclude, embracing GA4 might not be at the top of your to-do list, but remember, we’re all in the same boat and marketing is an essential part of a happy and healthy business. At the studio, while we don’t claim to be Google Analytics experts, we’re committed to helping our community and sharing knowledge, so if you have any further questions get in contact using the form below or by emailing: [email protected]. Let’s all make the most of GA4’s powerful capacities.

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