What is GA4, and how should you prepare for it?

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1024 683 Jacob Vint

Google Analytics 4 is coming, and it will have some new features that may interest you. Google explains some of the key differences in their introduction to GA4:

“Google Analytics 4 (formerly known as “App + Web) is a new kind of property, with different reports than what you’re used to seeing in Universal Analytics properties. One advantage of a Google Analytics 4 property is that you can use it for a website, an app, or both a website and app together. Universal Analytics properties only support websites.”

Here are some highlights of GA4:

Cross platform identification of users

The new Google Analytics is designed to bridge the divide between web properties like websites and apps. It will also try to further identify individuals that are cross-device, meaning that we would be able to see if the same individual had used different devices to access the same site. The usage of this cross-device technology is relatively unexplored as of yet, although I imagine we will see clever ways that businesses can use this data in the near future. 

The key aspects that it will change that we know of, is that GA4 will unify the data of an individual between all platforms, which will allow cross-platform reporting, cross-device remarketing, and cross-device conversion. 

Less dependency on cookies 

New security measures are preparing us for the ‘cookieless future’. Now, don’t get overly-terrified when we talk about a cookieless future. This is Google’s response to increasing their security protocols to protect the individual. ‘But how will we target ads!’ I hear you cry, well, it’ll be a little different. Ultimately it’ll be good for us, and bad for the ad-tech villains that use cookies to collect your delicious and valuable data. But we will get into that another time. 


Universal Analytics will stop processing data from July 1st, 2023. Right now, there is no direct way to export data from Universal Analytics to Google Analytics 4. To ensure that you have no break in your stream of data collection, it is best to set up your GA4 account to run in tandem with your UA account. The more time you have collecting data on GA4 the better. This should also give you more time to familiarise yourself with the new user interface, reports, and metrics. 

Reach out

If you need a helping hand, or just need somebody to talk to about the implications of GA4, click the link below to book in some time with us. Were always more than happy to lend a helping hand. 



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Jacob Vint

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