The Ultimate Guide to Google Analytics 4 (GA4) to Master the Platform

Google Analytics 4 (GA4) is the next-generation version of the analytics platform announced by Google in 2020. It has completely replaced the existing Universal Analytics (UA) properties on July 1, 2023.

The platform introduces rich reporting features, an event-based tracking model, and new features—making it a strong web analytics suite. It is a better, more accurate, and more precise analytics tool, especially for e-commerce tracking. Introduction to all these powerful and rich reporting features makes it significantly different from Universal Analytics (UA), making it a bit challenging for marketers & businesses to work with it.

Truth be told: Hate it or love it—GA4 is the present and future of web analytics!

Now, it is a mainstream analytics property by Google, replacing the existing Universal Analytics. Marketers and businesses need to accommodate to this change no matter what. We are privileged to present this ultimate Google Analytics 4  (GA4) guide as a helping hand through the learning curve.

Table of Contents

• Google Analytics 4: The Future of Analytics
• The History of Google Analytics: Urchin to GA4
• Google Analytics 4 vs. Universal Analytics
• How to Switch From Universal Analytics to Google Analytics 4?
• Plan a Smooth UA to GA4 Transition with Meetanshi

Google Analytics 4: The Future of Analytics 🚀

Google is revolutionizing how web analytics work with its next-gen Google Analytics (GA4).

It introduces new features & functionalities such as:

• New data tracking model
• Unified Web+ App analytics
• Cross-domain measurements
• Powerful custom reports
• Revenue prediction metrics

The platform has become more powerful at data reporting & analytics through its whole new Event + Parameter-based tracking model. Unlike Universal Analytics, it combines both web & app properties in a single property. Thus, offering a combined view of the user’s journey across the devices and platforms in a single place.

In addition, the platform also boasts exclusive features such as revenue & sales predictions, making it the future of analytics!

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The History of Google Analytics: Urchin to GA4

Google Analytics is the most used web analytics platform by webmasters. The glory & wisdom of being a leader comes from years of evolution and improvements. Let’s take a look at the history of Google Analytics.

In April 2005, Google acquired Urchin, a web statistics analytics tool. The primary version of Google Analytics was released as urchin.js tag, allowing webmasters to track site traffic. It was soon renamed the Google Analytics platform in November 2005.

Since then, Google has pushed updates with constant improvements & new features. The platform introduced two different versions of the ga.js tracking code for synchronous and asynchronous tracking.

In 2012, Google released the Google Analytics Tag (analytics.js) that offered more detailed data tracking, such as the total time spent on pages, the order of page views, and more. Later in 2017, the gtag.js was introduced to send data to Google marketing platform tools, including Google Analytics and Ads.

GA4, or Google Analytics 4, marks Google’s latest version of the analytics platform. It works through both the Global Site Tag (gtag.js) and the Google Tag Manager.

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Google Analytics 4 vs. Universal Analytics

Is Google Analytics 4 better than Universal Analytics?

The straight answer is YES.

The latest version of the analytics platform takes web analytics to the next level. It uses a different model for tracking and reporting data, unlocking more possibilities for businesses. Furthermore, it is powered by deep technologies such as AI & Machine Learning, offering features such as predictive sales analysis.

Universal Analytics vs Google Analytics 4 complete comparison is provided in the table below:

Particulars	Google Analytics 4 (GA4)	Universal Analytics
Data Model	Event-based data model	Hit-based data model
Machine Learning	Advanced predictions based on data	No such functionality
Cross-Device	Combines both app & web platforms under a single property	Different properties for web & app-based tracking
Custom Reports	Customizable reports	Less flexible reporting capabilities
Privacy Control	Provides more control over user data	Less control over user data
Real-time	Real-time data streaming	Real-time reporting is limited
BigQuery Integration	Free Integration	Only possible with Analytics 360 (Paid)

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How to Switch From Universal Analytics to Google Analytics 4?

Google Analytics platform has undergone a major change. Google has replaced the old Universal Analytics platform with Google Analytics 4. It comes with a hefty new feature, a whole new tracking model, and much more. Transitioning from the old platform to the new one can be a challenging task for website owners and businesses, provided the complexities of the platform

Our professionals have been helping businesses transition smoothly from UA to GA4. You can check out our all-inclusive Google Analytics 4 migration checklist curated by our experts. Here’s an overview of the Universal Analytics to Google Analytics 4 migration process:

• Step 1: Create a New Property in Google Analytics Account
• Step 2: Install GA4 Tracking Code on Your Website
• Step 3: Verify the Google Analytics 4 Tracking
• Step 4: Additional GA4 Configuration

Step 1: Create a New Property in Google Analytics Account

Google Analytics 4 (GA4) uses a different tracking model than the older versions. Therefore, you must create a new property in your Google Analytics account to set up GA4. Log into the admin section of your account, select Create Property and follow the prompts to finish the setup.

Step 2: Install GA4 Tracking Code on Your Website

After creating a Google Analytics 4 property, you can add web & app data streams. This is where you need to add the Google Analytics 4 tracking code (gtag.js) to your website.

Go to Admin > Property > Tracking Info > Global Site Tag and add the code to the head section of your website.

You can skip this step & set up GA4 via GTM if you’ve Google Tag Manager already set up.

Step 3: Verify the Google Analytics 4 Tracking

Now, it’s time for some inspection. 🔎

Before heading further, let’s check whether the fresh Google Analytics 4 setup works properly. There are many ways to do that. You can install a Google Tag Assistant or Google Analytics Debugger to verify the GA4  tracking setup on your website.

Step 4: Additional GA4 Configuration

If you followed the above steps correctly, your GA4 setup is ready! Yet, some additional configurations can take tracking to an advanced level. In your Google Analytics 4 property, you may need to:

• Filter Out Internal Traffic
• Create Custom Events
• Define Custom Conversions
• Enable Enhanced Tracking
• ​Create Custom Audiences
• Build Advanced Comparisons
• Connect to BigQuery
• Generate Custom Reports

and much more…

Google Analytics 4 is a vast platform—that allows you to configure every aspect of data tracking. It is a perfect suite of tools that can help you unleash the power of data for your business.

Plan a Smooth UA to GA4 Transition with Meetanshi

Migrating to Google Analytics 4 (GA4) can be challenging and time-consuming. The odds of things going wrong are very high, especially if you are unfamiliar with the platform. Meetanshi aims to make it easier for you! Our professionals migrate online sites & stores from UA to GA4 with a breeze through Google Analytics 4 migration services.

We offer our years of expertise in e-commerce & SEO for a fool-proof migration, so new data keeps hitting your Google Analytics without friction!