Google Analytics is a powerful analytical tool used on more than half of all websites. It is the next generation of web analytics and app analytics platform, replacing the previous Universal Analytics (UA). According to the developer, the new version of the product aims to provide a deeper understanding of the processes of interaction with your customers:
- Data collection based on events, not sessions.
- Abandoning cookies for user identification.
- Management of tools without using complex models.
- Direct integration with media platforms.
We suggest taking a closer look at the advantages and disadvantages of the new platform, examining its new features, and discussing the limitations of transitioning to the new version.
Advantages of Google Analytics 4
Here are the key benefits of using the GA4:
Combined Tracking of Websites and Apps
Unlike its predecessor, GA4 can link multiple websites and apps into a single resource using an identifier. This allows tracking users across different platforms, instead of combining and attributing data from separate resources. With Firebase Analytics, marketing teams can manage analytical data, easily access it, and as a result, advertising campaigns become much more transparent and efficient.
Integration with Google BigQuery
Google BigQuery is a suite of tools for storing and analyzing large volumes of data. In the new release, integration with BigQuery comes by default without any additional costs, unlike Universal Analytics, which worked with some features and within the paid enterprise upgrade of Google Analytics 360. Data from GA4 can be exported to BigQuery, where it can be modified, augmented, merged, and stored. In turn, data from BigQuery can be exported to other analytical platforms.
Enhanced User Engagement Metrics as Standard
GA4 significantly simplifies the process of tracking events, such as page scrolling, searching, clicks and link transitions, as well as interaction with video content. To track these events, no additional code or GTM setup is required.
The “bounce rate” metric has been replaced with an “engagement rate.” The focus is on the activity and positive experiences of users who interact with your product, rather than those who leave.
While UA prioritized page visit metrics, GA4 focuses on events. These have more extensive customization options and include filters that go beyond standard parameters (“Category”, “Action”, “Value”, and “Label”).
Any change in the product, from content updates to functional requirement changes, can be tied to customizable filter parameters.
GA4 can track users by marketing campaign sources. A new session is not created for each campaign source or referrer change. Consequently, although the number of sessions may seem smaller, it is a more accurate representation of user interaction.
Integration with Google Ads
Link your Google Ads account with GA4 to get data on the entire customer lifecycle, from interacting with your advertising (ad clicks, etc.) to performing desired actions on your site or app (purchases, content views, etc.).
Modern User Identification Methods
The transition to data collection without the use of cookies is largely driven by user privacy concerns and legislation adopted to ensure online security (GDPR and CCPA). These laws determine how information should be collected from users and how it can be used. The main issue with cookies is that they are functional only with explicit user consent.
GA4 tracks users using machine learning, thereby eliminating reliance on third-party cookies.
Additional Reporting Parameters
Previously, UA users had to pay extra to access customizable funnels and reporting parameters within Google Analytics 360. With Google Analytics 4, you have access to these features for free.
Limitations and Drawbacks
Despite the listed advantages, it’s essential to consider the limitations when migrating projects.
Lack of migration support from Universal Analytics
Perhaps the most significant drawback of GA4 is the inability to transfer existing data from Universal Analytics. This means that data is effectively split into two separate analytics systems.
Firstly, it becomes impossible to identify patterns in both datasets without prior export. Data in UA cannot be used with the enhanced analysis tools available in GA4. Additionally, it’s clear that time must be spent setting up the new system.
User Interface Changes
With any major software update, the user interface changes. This slows down familiar daily work—buttons are moved, and terminology is adjusted, interrupting your workflows.
The GA4 user interface differs significantly from previous versions of Google Analytics. You should take time to familiarize yourself with the new interface and GA4 features before migrating. For instance, GA4 retains some terms from UA, such as sessions and e-commerce-related actions, but their operation principles have changed.
Absence of Views
If your existing project analysis relies on this attribute, be prepared to learn how to use BigQuery or export your data to other services.
Attribution Model Changes
By default, UA showed attribution based on the “last click” model and provided tools to view this data from different perspectives. GA4 replaces this method with “data-driven attribution.” It distributes the value of each conversion event based on machine learning algorithms.
There is no longer the ability to view conversions by different models (first click, last click, mixed, etc.)—instead, you need to change the attribution model at the resource level, which recalculates all conversions.
No Regular Email Reports
Automatic alerts are essential. They allow you to immediately learn about any changes in user behavior without having to periodically check your information panels.
GA4 does not allow scheduling recurring email reports. Instead, you must turn to BigQuery and other Google Cloud products, which need to be set up each time changes are made to the product.