Interactive agency + Marketing agency = Two Colours

Google Analytics 4 - implementation, advantages, differences

Google Analytics 4 - implementation, advantages, differences
Not so long ago, the operation of Google Analytics 4 was shrouded in mystery, and the implementation of the service, was left in the lurch by many existing users of the standard version of Universal Analytics. Is replacing the traditional service really as complicated as it seems? Nothing could be further from the truth. Read our prepared article to learn more about the features and changes in Google Analytics 4.
Spis treści

Time for big changes in Google Analytics 4

For every user, July 1, 2023 will be the day when the change of the universal service to Google Analytics 4 will take place. Therefore, it is worth preparing for this time by gaining adequate knowledge, especially in terms of its implementation. However, if you prefer to put all settings of Google Analytics 4 in the hands of specialists, as an agency we will undertake the implementation of the service step by step and ensure correct and authoritative data collection. 

Especially since it has long been recommended to move away from the standard version to the new version of Google Analytics 4 to get more precise measurements of web traffic and events. Which puts into practice the saying that the faster the better! 

So to the shore, if you're wondering what the basic inter-system differences will be, and what the benefits will be of using an innovative service (no longer a beta version - we rush to answer. 

No data views 

Encountering the administration panel before, you might have come across something like data views. When creating a given view, specialists filter out unwanted data (e.g. internal traffic of IP addresses or referring sites - payment gateways) or configuring a test view they use to perform various types of tests. In Google Analytics 4 reports are available at the service level, we won't meet any data views there Nor will we create them.

Cross Device

Cross Device is a feature in Google Analytics 4 that allows you to track users on different devices. What does this mean in practice? First of all, it is one of the main advantages of Google Analytics 4, because in the old version, a user who was a visitor to a site via a desktop and then a mobile device was treated by the system as a 2 separate website users. In contrast, in the new version of Google Analytics 4, we can activate data collection through Google Signals (this is one of the features in the account), that is, we can track users logged into their individual Google accounts.

Implementation of google Analytics 4

Better measurability of engagement and events

Google Analytics 4 is a real goldmine of knowledge, especially in terms of what users are doing on the site and how this is reflected in their engagement. Events correlating with URLs have a much more accurate measurement here. Thus, in the new Google Analytics 4, we have the ability to estimate the effectiveness of a particular page with a particular URL in terms of user experience and customer journey. As we know, this kind of precious data translates directly into a site's conversion rate.

Data streams Application+Internet website

Another skyrocketing advantage of the new Google Analytics 4 is the fact that, being an application and web site owner, we can integrate the data and store it in 1 place. Google Analytics 4 allows us to connect the service to the application and create a separate data stream for it. A data stream is the equivalent of a tracking code with a unique ID generated to be implemented by specialists.

Customer Journey

In the standard version of the service, we could track multi-channel paths, which were often very long and convoluted. Google Analytics 4 will allow us to take a closer look at the user's path and the interactions they undertake on the way to their destination. Certainly, for UX/UI specialists, this will give answers to many nagging questions and make adjustments related to the website. The channels and medium that users use are extremely important from the perspective of gaining new traffic and tracking brand touch points.

Leaving aside the first stage of setup, which is setting up Google Analytics 4 and implementing the measurement tag on the website by specialists, there are still a few areas inside the new tool that are worth looking into. The use of some of the features associated with optimizing a Google Analytics 4 account is quite crucial and can generate us more useful and, above all, more accurate data sets. These include:

  • defining internal traffic - as with the old version of the service in Google Analytics 4, we have the option to exclude traffic coming from inside the company and collaborators, so as not to disturb the collected data and ensure more accurate measurement, in this way we will exclude IP addresses of interest;
  • excluding referrer sites - making sure to exclude a list of unwanted referrer sites is another way to properly filter the data, which will not be subject to more or less deviation, examples that it is useful to exclude are certainly payment gateways or URLs associated with email logins, etc. A good practice in Google Analytics 4 is to monitor whether there are any unwanted "flowers" in all tracking-related reports.
  • additional events - every time the service is set up, we have events that are automatically assigned to the account and will start tracking immediately, as soon as the measurement ID is implemented on the site, e.g. scroll, finish video or session start. Depending on the construction of the site, it is a good idea to implement through the GTM (Google Tag Manager) container other more defined events that we want to measure against the level of user engagement. All kinds of forms, buttons containing CTAs or linking with a phone number will be concrete clues for making possible changes.

An extra 10 minutes of work on additional features in the account makes a huge difference and can lead to maximizing the accuracy of data measurement. Looking into the nooks and crannies of the service and learning about the hidden capabilities of Google Analytics 4 will bring a more reliable picture of reports, as well as minimize the error of approximating any outliers.

As time goes by, we will see how the new Google Analytics 4 will work out, and whether it will bring us more useful solutions to implement on your website or corporate advertising efforts. There's no need to hesitate, it's certain that it's already worthwhile to have the new Google Analytics 4 service set up by professionals, so that all reports and historical data will start coming together much sooner than at the last minute. Reliable and transparent data is the key to success and the correction of existing flawed gaps, so it is necessary to periodically monitor whether the traffic consists of negative disturbances. This type of fluctuation is not advisable, and making sure your data collection is correct can bring significant profits. If you need support with your web analytics and setting up the new version of Google Analytics 4, our specialists are here to help you! 

Need an implementation for your site?
Get back to us!

Get a feel for what profitable is marketing on the internet
Did you like the design? It's time for your turn!