GA4: Are you prepared for the transition?

Why is Universal Analytics saying goodbye?

The current version of Google Analytics, more commonly referred to as Universal Analytics, was developed for an era when people did not use multiple devices to browse the internet. Today, people are logging in on phones, tablets, personal laptops and work computers. Plus, with the end of third-party cookies and new privacy & data laws being implemented globally, it was clear Google needed to create GA4 to keep up with the changing business landscape.

Moving forward and embracing the change the good news is that GA4 will do everything Universal Analytics does now -- and more. With GA4, you’ll be able to measure holistically by understanding your customer journeys across various devices. You’ll also gain quicker insights through Google’s Machine Learning. And the platform is built for the future with privacy safe solutions.

GA4 will certainly meet business needs, the tricky part is the transition. GA4 uses a new data model (event-based), which means tracking solutions will need to be re-mapped. It’s likely your KPIs will need to change and the reports you currently rely on will need to be reconsidered.

At Living, our experts can help you configure your GA4 account, assess your current reporting needs and work with you to navigate the changes.

To find out more, please contact Duncan Shaw in New York, Greg Hobden in London or Gigi Yung in Hong Kong.