Google Analytics 4: what has changed?

Google has released the new version of Google Analytics: Google Analytics 4. This new version works alongside the old version, Universal Analytics, for now, but you can already set it up. GA4 will be the new standard version that everyone must work with. For this reason, it is important to get started already, and get to know the new features. We list some of the important changes in GA4 for you.

New property

Because GA4 is completely different from the previous version, you cannot bring your current data into GA4. So you have to create a new property. In this, you start collecting data all over again: for this reason, it is useful to still keep your old data.

Event-driven model

Not sessions, as in Universal Analytics, but events (events) on a website are now leading in GA4. The event-driven model is applied as a measurement method. GA4 thus no longer distinguishes between different event hits: the “screen view hit,” “page view hit,” and “event hit” are all seen as the same event in GA4.

Events are the interactions a user on your website has with the content. Some examples include clicking internal links, downloading files, scrolling, filling out forms and watching videos.

Cross-platform tracking

Data from websites and applications can be more easily linked together through cross-platform tracking. These are code-free features, eliminating the need to add code or set up event tracking in Google Tag Manager. You can now aggregate and analyze all users of both your website and application.

Bye bye bounce rate

The “bounce rate” is replaced by “engaged sessions. The bounce rate, in Universal Analytics, is the portion that leaves your website immediately. This will be replaced by engagement. Engagement also refers to user involvement.

Such an engaged session occurs when a visitor performs a conversion, has the domain open for at least ten seconds, or performs at least two events.

Emphasis on privacy

Going forward, Google Analytics 4 will be much more focused on privacy legislation. For example, an option has been added to help advertisers comply with AVG laws, through a consent mode. With this, users first give permission to collect data. There are separate settings for analytics and advertising.

There are many new features in addition to these changes. The sooner you start GA4, the faster you can build historical data. This is useful when you switch completely to Google Analytics 4 at some point. So don’t wait any longer, and take a look already.