What is GA4 and why is Universal Analytics (GA3) being sunsetted? Google Analytics (GA) is a web analytics service that tracks website traffic and provides insights into user behavior. For many years, the primary version of Google Analytics was Universal Analytics (UA), which has served businesses and marketers well. However, with the changing landscape of online data privacy and consumer expectations, Google has announced the sunsetting of Universal Analytics in favor of its new platform, GA4. But what is GA4 and why is Universal Analytics (GA3) being sunsetted? Read on to learn more.
The decision to sunset Universal Analytics came as no surprise to many, as Google had been actively promoting GA4 as the future of analytics since its release in October 2020. Unlike Universal Analytics, which relied on cookies to track user behavior, GA4 uses an event-based model that allows for more advanced tracking of user interactions and engagement across multiple platforms and devices. It also provides more extensive data controls to help businesses comply with data privacy regulations such as GDPR and CCPA.
What is GA4 and What are it’s major benefits?
One of the main benefits of GA4 is its ability to track user behavior across multiple devices and platforms. This is important as consumers increasingly use a variety of devices to interact with brands and make purchases. GA4 enables businesses to track the entire customer journey, from the initial website visit to the final purchase, regardless of which device or platform the customer used. This will allow businesses to gain a better understanding of their customers and create more personalized experiences.
Another significant advantage of GA4 is its machine learning capabilities. It uses advanced modeling techniques to identify patterns and insights in user behavior, making it easier for businesses to uncover valuable insights and make data-driven decisions. The platform also features a more user-friendly interface that allows for easier customization and segmentation of data, giving businesses more control over how they analyze and interpret their data.
While GA4 is a powerful analytics platform, its implementation requires some effort. Businesses that are currently using Universal Analytics will need to create a new GA4 property and update their tracking code to begin collecting data in GA4. This process can take time, especially for businesses with complex website structures or a large amount of historical data.
In conclusion, the sunsetting of Universal Analytics in favor of GA4 is a necessary step in the evolution of web analytics. As data privacy regulations become more stringent, businesses need to adapt to new technologies that provide more advanced tracking capabilities while also ensuring compliance. While the transition to GA4 may require some effort, the benefits it provides in terms of tracking and analytics make it well worth the investment for any business looking to improve their online presence and customer experience.
We hope you enjoyed reading our latest blog post “What is GA4 and why is Universal Analytics (GA3) being sunsetted?” For more information read our latest blog posts about Google Analytics please contact a member of our expert team.
