Google Analytics 4 – What you need to know

Jan 12, 2023

If you’re one of our clients or a website owner, you’re probably familiar with Google Analytics. It’s a powerful tool that helps you track how visitors are using your site, what content they’re engaging with, and much more. But did you know that Google recently released a new version of their tracking tag, called GA4?

Over the past few months we’ve had quite a few clients get in touch as they’ve ‘heard things’ about GA4 that was giving them concern. So in this post, we’ll take a look at some of the new features of GA4, why you should consider upgrading to it, and where you can find more information.

New Features of GA4

The GA4 tag is a major overhaul of the previous version of Google Analytics, which was known as Universal Analytics. Here are just a few of the new features that you’ll find in GA4:

  1. Event Tracking: With GA4, event tracking is now front and center. This means that you can easily track specific actions that users take on your site, such as button clicks or form submissions.
  2. Enhanced Measurement: GA4 comes with a set of enhanced measurement features that make it easier to track things like file downloads and outbound clicks.
  3. Machine Learning: GA4 leverages machine learning to help you better understand your website visitors. For example, it can automatically group users into ‘segments’ based on their behavior, making it easier to see patterns and trends.
  4. Privacy Controls: Finally, GA4 is designed with user privacy in mind. It includes features such as a data deletion tool that lets users delete their data from your site, and a consent mode that helps you comply with privacy rules and regulations.


Why Upgrade to GA4?

If you’re already using Google Analytics, and you’re happy with how things are, you might be wondering why you should upgrade to GA4. Here are a few reasons:

  1. Future-Proofing: Web technology is constantly progressing and GA4 is the future of Google Analytics. While Universal Analytics will still be supported for the time being, eventually all new features will be released exclusively for GA4. By upgrading now, you’ll be ahead of the curve.
  2. More Accurate Data: GA4’s event tracking and machine learning features give you more detailed and accurate data about how users are interacting with your site.
  3. Improved User Tracking: With cross-device tracking, you can get a better understanding of how users interact with your website across multiple devices. This feature allows you to see the entire customer journey, which can help you optimize your website for better user experience.
  4. Privacy Compliance: As mentioned above, GA4 includes features that help you comply with privacy regulations. This is becoming increasingly important, especially with the recent changes to cookie consent laws in Europe.


Where to Learn More

If you’re ready to make the switch to GA4, there are plenty of resources available to help you get started. Here are a few places to start:

  1. Google’s official GA4 documentation: This is a great place to start if you want to learn the basics of GA4 and how to set it up on your site:
  2. Online tutorials and courses: There are plenty of online courses and tutorials available that can walk you through the process of setting up GA4 and using its various features. Here’s a good one:
  3. Hire a professional: If you don’t have the time or the inclination to set up GA4 yourself, you can always hire someone to help. We can certainly provide some assistance or we can recommend a few helpful people out there.


In conclusion, GA4 is a major update to Google Analytics that offers a range of new features and benefits. While there may be a learning curve involved in upgrading, the improved data accuracy and privacy compliance features make it well worth the effort. If you’re ready to make the switch, be sure to check out the resources above to get started!