4 Reasons to Upgrade to GA4


Google has been blanketing inboxes with prompts to upgrade Google Analytics accounts to their new analytics version, Google Analytics 4 (GA4). Let’s explore why you should add GA4 tracking to your website.

GA4 provides insights within data privacy constraints

As consumers demand more control over the tracking of their on-line data and habits, technology modifications allowing them control of their data privacy continue to expand. GA4 is designed to use machine learning to provide insights while respecting the user’s privacy.

GA4 updates the look of engaged users

GA4 looks and acts slightly differently than Universal Analytics (UA) reporting. Some of the main differences include:

  1. Bounce rate is replaced by engaged sessions for more accurate representation of user behavior.
  2. An engaged session now includes when a person has been on the page for 10 seconds, customizable up to 60 seconds.
  3. Default session timeout now tracks whether the app or web page are in the foreground.
  4. Sessions that span midnight do not count as separate sessions.
  5. If you are using Google Tag Manager (GTM)  tags to gather custom metrics, your UA tags won’t work with GA4. You will need to create new GA4 tags.

Code-less tag management

GTM allows you to customize the metrics you gather, but can be confusing and sometimes require the aid of a developer. With GA4 you can turn on and off enhanced GTM measurements, such as scroll depth, outbound clicks, and site search, within your Google Analytics account without having to change the tags in GTM.

Setting up dual-tracking is easy to do

While adjusting to analyzing GA4 metrics, dual-tracking of your UA metrics provides insight into the differences between the two data collection methods.

Once you set up GA4 on your Google Analytics account, using GTM is the best way to add both the GA4 measurement ID and the UA tracking code to your website.

  1. Copy your GA4 measurement ID from the Google Analytics Admin screen
  2. Follow the instructions provided in Google Analytics 4 tags.

GA4 data collection doesn’t start until the GA4 measurement ID is added to your site. Add it today to start comparing metrics and reporting.

If you would like to discuss this topic further, contact Nancy Bertino.

Topics: Web Marketing Analytics