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Google Analytics 4: What You Have to Know


Be aware: The knowledge on this weblog publish relies on a panel dialogue from June 2022. Updates made to Google Analytics 4 after June 2022 might not be mirrored on this publish.


In June, Amplitude hosted a webinar along with advertising analytics consultancy McGaw.io to debate the brand new Google Analytics 4 (GA4) and the next sunsetting of Google’s Common Analytics (UA). Adam Greco, Amplitude’s Product Evangelist, was joined by McGaw’s Andrew Seipp, Director of Progress Advertising and marketing, Hamed Kian, Analytics Supervisor, and Nik Friedman TeBockhorst, Vice President of Options.

The panel mentioned quite a few subjects starting from:

  • Google’s shift to GA4
  • Concerns for migrating to GA4
  • What that entails
  • Whether or not GA4 is prepared for prime time

This was adopted by a Q&A session the place the panel addressed queries about how groups can migrate to GA4 and the way they’ll benefit from it.

[Watch the full panel discussion]

What’s Google Analytics 4?

GA4 is the newest model of Google Analytics. One of many main modifications with GA4 is that it allows app analytics in addition to net analytics. UA is just targeted on net analytics.

The construction of how knowledge is dealt with with Google Analytics has modified. Whereas UA has quite a few ‘hit’ sorts, together with web page hits, occasion hits, ecommerce hits, and social interplay hits, GA4 is completely event-based. Which means that any interplay will be captured as an occasion. It permits for added info to be handed to GA alongside every interplay. This variation makes it simpler for customers to create funnels, making it extra versatile.

Why is Google making the swap to GA4?

In accordance with Nik, the occasion mannequin utilized by GA4 (and product analytics options like Amplitude) is the way in which of the long run. Till now, the panel famous, Google Analytics was falling behind the place the market was heading on event-based analytics. UA was basically “caught” on vainness metrics like classes and web page views. This transfer, Nik mentioned, is basically Google “maintaining with the Joneses.” In different phrases, maintaining with the likes of Amplitude, Mixpanel, and Adobe.

How is GA4 totally different from UA?

The principle distinction between Google Analytics 4 and Common Analytics lies within the knowledge construction. The panel mentioned quite a few methods the 2 differ and the way this impacts customers.

Occasion hits

UA used to have totally different hit sorts like web page, occasions, and time, however GA4 solely has occasions. The way in which GA4 treats occasion hits can also be totally different.

With UA, customers had entry to further fields like class, motion, label, and buyer when sending occasion hits. With GA4, you merely have an occasion identify. On the most, customers can add parameters when sending further info.

Amplitude Analytics has been working for years on event-based analytics in an identical technique to GA4. Adam defined how Amplitude is used to working with firms which have plenty of occasions and properties. By having a number of choices to select from, you could have extra flexibility to decide on your individual properties to incorporate with totally different occasions.

Different knowledge construction variations embrace how every answer treats customers and session counts. UA works with new customers, however GA4 solely measures energetic customers. With UA, new marketing campaign parameters could be handled as a brand new session; this doesn’t occur in GA4.

Attribution fashions

Attribution fashions are additionally totally different in GA4, and this can be a main sticking level for a lot of present customers, in keeping with Nik. Multi-channel reviews nonetheless exist, however they’re not going to be skilled when the swap to GA4 occurs. Since these are machine-learning based mostly, this implies GA4 customers will likely be ranging from scratch.

AdSense integration

Because it stands, GA4 is lacking the AdSense integration. There’s an opportunity that this will likely be added in a while, however Nik introduced up the concept that Google may quickly be sunsetting AdSense, too. In accordance with Nik, the product isn’t promoting, and Google is pushing its customers towards show adverts and search adverts as an alternative.

Constructed-in reviews

Google Analytics 4 has fewer built-in reviews than its predecessor. Customers might want to construct from scratch as an alternative. You will discover channel reviews and aim reviews, however others like behavioral sample reviews are lacking.

Hamed additionally famous that GA4 has an insufficient variety of report choices for in-house ecommerce in comparison with UA. He did point out that Google is most probably engaged on resolving this.

Except customers are working inside Google’s really helpful occasion construction and schema, you can’t depend on it to construct all your reviews for you. The truth is, it’s turning into more and more tough for Google to compete within the canned reviews sphere, as providers like Amplitude provide their shoppers options which are personalized to their very own apps, web sites, and companies.

Google Alerts and first-party knowledge

Whereas Google Alerts is technically a brand new function in GA4, it’s one thing Google was already doing. The principle distinction now, the panel famous, is that Google has given this function a reputation and is advertising it. Alerts is basically how Google customers are utilizing first-party knowledge and first-party cookies for advert personalization.

In accordance with Nik, “Since everyone seems to be logged into Google — numerous individuals are working Chrome… Google can use their proprietary knowledge to tie the whole lot collectively. For those who allow them to.” He famous that Google is probably going selling this function as a result of many individuals are anxious concerning the imminent phasing out of third occasion cookies and identification decision.

Nik identified that Google enjoys 60-70% of browser market share by way of Chrome, so, as third-party cookies are phased out, they’ll nonetheless dominate since they’ve direct entry to consumer knowledge. Adam predicted that the European Union will step in and shoot down Google Alerts inside a 12 months to eradicate Google’s unfair benefit on account of its browser monopoly.

What are you able to do to arrange for and implement GA4?

For the ultimate a part of the webinar, the panel took some questions from the viewers regarding how customers can implement and put together for GA4. We’ve briefly introduced a number of of them beneath.

1. Get aware of GA4’s limitations

All through the webinar, quite a few limitations of GA4 have been mentioned. Firms contemplating switching to GA4 want to pay attention to these limitations and make the required changes to their inner account setup. How will these limitations have an effect on their analytics wants?

Throughout the session, the panel additionally talked about quite a few character limits GA4 has put in place that’s been a standard bone of rivalry with lots of its present customers. Such limits embrace:

  • You possibly can solely have as much as 500 personalised occasion names
  • You possibly can solely ship 25 parameters alongside every occasion
  • Consumer properties have a 24-character restrict, and so they can’t be deleted
  • Occasion names are restricted to 40 characters
  • Consumer property values are restricted to 36 characters
  • There are sampling and knowledge retention limits

The panel additionally mentioned whether or not or not they felt that GA4 is a robust sufficient product for enterprise clients—significantly at its present maturity degree and with its present limitations, particularly for product evaluation. Nik identified that GA4 is constructed on high of Firebase. He mentioned that anybody he is aware of in product analytics solely makes use of Firebase to trace issues associated to the Google Play Retailer since that’s distinctive and arduous to mixture wherever else.

He additionally identified that Google is investing closely in areas like app analytics, so he imagines it’ll change into extra aggressive going ahead.

2. Arrange an implementation plan

To do that, map all occasions you need to have and what parameters you need to ship alongside every of them. A very good tip is to stay with the naming conventions GA4 has. This makes it simpler later for Google’s Machine Studying capabilities.

Determine what reviews you need to use. Consider your KPIs and decide which received’t be lined with GA4’s new reporting construction. You’ll must plan for these by looking for out alternate options.

3. Export knowledge from UA to GA4

Sadly, there’s no official technique to export knowledge from UA to GA4. You’ll want to make use of an API to export the information into third occasion instruments like BigQuery and run reviews from there.

Another choice could be to backsell knowledge through Phase and different comparable instruments. Phase has a replay operate that can replay 60 days’ value of knowledge.

4. Import AdSense income into Amplitude

With Amplitude, customers will quickly be capable of pull promoting impressions, prices, and clicks into Amplitude, so folks received’t should be as reliant on Google. The Amplitude group just lately introduced that this performance is transferring from alpha to beta. By the tip of the 12 months, it is best to be capable of import any info you’d sometimes get from promoting from Google into Amplitude as an alternative.

Nik identified the importance of this transfer since, proper now, the one motive you actually have to make use of GA4 is for the advert integration. He additionally identified that migrating to GA4 basically means you’re ranging from scratch. For those who’ve thought of making an attempt different instruments like Amplitude (the market chief in product analytics) as an alternative, now could be a good time to take action!

5. Think about using GA4 and UA in parallel

For those who’re migrating to GA4 from UA, Andrew advised utilizing each options in parallel. This fashion, he mentioned, you may load tags on the identical time.

Andrew additionally emphasised the significance of migrating to GA4 as quickly as attainable. Since there’s no historic backfill, you need to put knowledge into GA4 straight away so you may examine knowledge coming by way of to make sure that it traces up with one another—and perhaps even with different instruments you could have like Amplitude. You can even use the free model of Google Analytics to trace fundamental web page and sesion views, whereas leveraging a product analytics answer for deeper evaluation.

Closing Ideas

The overall consensus of the panel was that the pace at which Google has been improving GA4 is spectacular. That is significantly true of their ecommerce capabilities which, till just lately, weren’t there. In accordance with Nik, “For those who’re not following the Google Analytics group on Twitter, you’re going to be lacking plenty of info there that’s going to let you know what’s attainable at present that wasn’t attainable yesterday.”

On the identical time, the sunsetting of Common Analytics and compelled migration to Google Analytics 4 implies that UA clients should rebuild their digital analytics, basically from scratch. This presents a chance to discover and put money into analytics options which will higher suit your group’s wants.

To be taught extra about Google’s migration to GA4 and the way that’s going to have an effect on you, watch the complete webinar right here. To discover product analytics extra, obtain the Digital Analytics Product Purchaser’s Information or join a free Amplitude account.


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