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Google Analytics 4

Why Upgrade my Google Analytics acount to Google G4 Analytics

Google Analytics 4 (formerly known as Google Analytics) offers several advantages over the previous version of Google Analytics. Here are some reasons why you need to upgrade your Google Analytics account to Google Analytics 4:

Why has Google Analytics changed?

In the digital era, data plays a crucial role in shaping business strategies and driving success. For years, Google Analytics Universal has been a reliable tool for tracking website and app performance, providing valuable insights to businesses worldwide. However, in line with their commitment to innovation and staying ahead of the evolving digital landscape, Google is forcing businesses to upgrade their Google Analytics Universal accounts to the latest iteration: Google Analytics G4.

Google Analytics G4 represents a significant step forward in data analytics, offering businesses a more comprehensive and advanced platform to unlock deeper insights and make informed decisions. With a focus on privacy, machine learning capabilities, and a wider array of measurement options, the upgrade equips organisations with powerful tools to better understand their audience and optimize their digital presence.

Data-driven decision-making;

As someone who values data-driven decision-making and understands the importance of leveraging analytics to optimise business performance, I wanted to bring your attention to the benefits of upgrading your Google Analytics account to Google Analytics 4 (G4).

A holistic approach to analytics;

In today's rapidly evolving digital landscape, gaining a comprehensive understanding of user interactions and behaviours across multiple platforms is paramount. With Google Analytics 4, you can unlock enhanced tracking capabilities encompassing websites, mobile apps, and offline data sources. This holistic approach provides a comprehensive view of your audience and empowers you to make data-backed decisions confidently.

Cross-device and cross-platform insights;

One of the key advantages of Google Analytics 4 lies in its ability to deliver cross-device and cross-platform insights. By capturing and analyzing user journeys across various touchpoints, you can gain valuable insights into customer behaviour and tailor your marketing strategies accordingly. This ensures that you optimise your engagement across all channels and devices, aligning with the expectations and preferences of your audience.

Power of automation;

Furthermore, Google Analytics 4 leverages advanced machine learning models to provide you with smarter insights. By harnessing the power of automation and predictive analytics, you can uncover trends, identify key patterns, and understand customer preferences more effectively. This empowers you to refine your strategies, improve customer experiences, and drive meaningful results for your business.

Future-proof your analytics capabilities;

By upgrading to Google Analytics 4, you future-proof your analytics capabilities. Google's commitment to ongoing updates and improvements ensures that you stay at the forefront of analytics technology, equipped with the latest features and tools to derive actionable insights.

Search Engine Optimisation Photo suppljustin-morgan-VxLhYXuLQN8-unsplash

Why you should upgrade your Google Analytics account to Google Analytics 4:

  1. You have to! Plain and simple: Google is forcing your hand and giving you no choice, infact they have created an auto-update tool to help you transfer from Google Analytics Universal to Google Analytics G4. The problem we see here is that this will not necessarily work for everyone especially if you have already set up certain goals and event tracking. The old version of Google Analytics will stop working and tracking events from July 1 2023.

  2. Enhanced tracking capabilities: Google Analytics 4 provides improved tracking capabilities across multiple platforms, including websites, mobile apps, and offline data sources. This allows you to comprehensively view user interactions and behaviours across different channels.

  3. Cross-device and cross-platform insights: With Google Analytics 4, you can better understand user journeys and interactions across various devices and platforms. This is particularly valuable in today's multi-device and multi-channel world, where users may interact with your brand through different touchpoints.

  4. Smarter machine learning insights: Google Analytics 4 incorporates advanced machine learning models to provide automated insights and predictive analytics. These insights help you understand customer behaviour, identify trends, and optimise your marketing strategies more effectively.

  5. Event-driven data model: Google Analytics 4 introduces an event-driven data model, where events take centre stage. This means you have more flexibility in tracking and analysing specific user interactions, such as button clicks, video views, or form submissions. You can define custom events that align with your business goals and track them accordingly.

  6. Privacy-focused measurement: Google Analytics 4 places a greater emphasis on user privacy. It is designed to comply with evolving privacy regulations and changing user expectations. By using a consent mode, you can obtain user consent for data collection and ensure compliance with data protection policies.

  7. Future-proofing your analytics: Google Analytics 4 is the latest iteration of Google's analytics platform and is expected to receive continued updates and improvements. Upgrading to Google Analytics 4 ensures that you stay up-to-date with the latest features and capabilities as they are released.

Not so easy grrr!

It's never as easy as they say it will be, even if Google says so. They have implemented an auto-update tool to help transition from Google Analytics Universal to Google Analytics G4. However, we believe this will not be a smooth transition, as they say, especially for those who have goals and event tracking already set up and in place.

So it is worth noting that transitioning from Universal Analytics to Google Analytics 4 may require you to redo and adjust your implementation and reporting. Planning the migration process carefully is essential and maybe considering consulting with a digital analytics expert or referring to Google's documentation for a smooth transition.


Unfortunately, if you rely on Google Analytics, then the main reason you should change over is that you have to. You actually don't have a choice if you want to continue tracking the website and user engagement with your website.

However, there are many positives to change. Overall, Google G4 Analytics is an enhanced and more powerful analytics solution that provides businesses with valuable insights to optimise their website's performance, understand their audience, and make data-driven decisions. It is widely used by businesses of all sizes to enhance their online presence and drive measurable results.

We hope this information helps provide you with more of an understanding of Google G4 Analytics and what is does. If you have any further questions, feel free to ask.


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