Analytics G4 announces the planned end of Universal Analytics

 G4 is the new version of Google's tracking tool. Formerly known as Apps+Web, Google Analytics 4 is a new data model that offers many more features than its previous "Universal Analytics" version.

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Indeed, Google has announced the upcoming extinction of Universal Analytics. Now is the time to update yourself by installing Analytics G4 on your site. In this article, we provide answers to popular questions about this new Analytics property.

What are the main differences between Universal Analytics and Google Analytics 4

With this new update, Google brings many changes that you should like. Among the most important are:

  • The data model. The new Analytics G4 data model is event-based while the Universal Analytics data model is session-based. This makes Google Analytics more flexible.

  • The data collection. With the arrival of Google Analytics G4, webmasters have new ways to collect and track data while staying in line with current privacy regulations, including GDPR.

  • Adjusting limits. Google Analytics 4 imposes limits on the number of parameters per event, the number of distinct events that can be tracked, and the character length of the events.

  • User identification and prevention of false data and spam. Analytics G4 offers several methods to identify unique visitors (client ID, user ID, Google signals). At the same time, it prevents hackers from entering spammy data into a user's properties.

  • Multi-domain tracking. Multi-domain tracking becomes much easier with GA4. Here, the configuration is done only through the administration settings.

How to upgrade to Google Analytics 4

For those who wish to benefit from additional data to increase their return on investment (ROI), the installation of Analytics G4 is more than necessary. GA4 migration is possible directly or with Google Tag Manager (GTM):

Install Analytics G4 on an existing site

If you have an old site that already has Google Analytics, you can start from an Analytics property to set up a new Analytics G4 property. The wizard will guide you through the process.

First you need to click on G4 Setup Wizard to create a new Analytics property. The wizard will then copy the basic settings from your existing Universal Analytics property.

It can even add the automatic tracking code if you use the gtag.js database.

Install Google Analytics G4 on a new site

For a new site, you must follow the following procedure:

  • Create a Google Analytics account and go to the administration
  • Create a property; this will default to a Google Analytics 4 property.

Setting up Google Analytics G4

It is possible to add app and web data streams and even to configure the measures from the parameters of the property created. Some of the improved Analytics G4 metrics for web feed include:

  1. Page views (page_view)
  2. Outgoing clicks (click)
  3. Site searches (view_search_results)
  4. Scrolling
  5. Engagements with videos
  6. downloading videos
You can then find all this information in the Events > All events section for tracking trackevents. The events you create will be displayed in this section in addition to two default events:

  • First_visit (first visit)
  • Session_start (start of session)

Google Analytics 4 and Google Ads: a winning duo

The integration of Analytics G4 has significant benefits for those who advertise with Google AdWords. Fortunately, this is already possible.

Why integrate Google Analytics 4 with Google Ads?

By linking your two accounts, you will enrich data on both sides to go faster and better. For example, you can build retargeting audiences and track Analytics conversions in Google Ads. You can also add clicks and impressions data to your Analytics reports.

How to do ?

The process for linking your Google Ads data with GA4 is quite simple.

You just have to click on "Association with Google Ads" in the administration of the Analytics property. Then just choose the Google account you want to link with.

That's it, you can enjoy the benefits of this new association.

How to use Google Analytics 4?

Google Analytics G4 helps you improve your site by analyzing various reports. It is used in particular to:

  1. Identify the channels that attract the most traffic. You can generate traffic acquisition reports1 with Analytics G4 to improve traffic to your site.
  2. Measure user engagement by leveraging engagement rate and engagement time.
  3. Track visitor behavior and identify actions that contribute to the success of your business to improve your conversions (conversion tracking).
  4. Identify the pages that attract the most traffic to increase the effectiveness of your content.
  5. Improve your geographic targeting with the "geographic details" report.
  6. Improve your sales with e-commerce monitoring…
We compared traffic acquisition in March 2022 to February 2022 and we read:

  • a 24% improvement in organic search (organic search: natural referencing)
  • + 49% in direct search (query entered: AntheDesign)
  • an increase of +23% on referring domains (referral: inbound links)…

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