However, the UA platform will stop processing data from July 1, 2023. Therefore, users who want to continue analyzing their indicators will have to migrate to GA4 or any other platform. It is therefore important to plan this change as soon as possible to avoid any risk of inconvenience as the deadline approaches. But what is Google Analytics 4? And is it advantageous to migrate to this solution?
Should you migrate to Google Analytics 4? In the picture we see a laptop turned on with several graphs.
What is Google Analytics 4?
Universal Analytics is a tool used to analyze your web data and understand visitor interactions with a website or application: identify what works, track conversions, etc. The goal is to optimize your site.
Google Analytics 4 represents the latest generation of Google's data analysis service . It pursues the same objectives as UA but its way of tracking user behavior is much more precise and advanced .
The new features of Google Analytics 4 allow, among other things, multi-device, multi-browser tracking of users and offer the possibility of retrieving and cross-referencing data from your different platforms .
So this is an evolution of the current tracking tool. However, be careful, this is not a simple UA update but a completely new tool .
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GA4 developments and changes
Google Analytics 4 has many advantages over GA3. In particular, it allows you to better target user behavior, clarify how your data is read, and help you comply with GDPR issues . The developments in Google Analytics 4 also improve and simplify the platform. Here's a closer look at some of these improvements:
Report views have been completely redesigned and improved;
The metrics collected are more refined . Indeed, unlike Universal Analytics, GA4 tracks scrolls, clicks, engagements on your videos, internal searches on your platform, downloads and much more;
GA4 integrates website and app analytics to track the user journey across platforms. GA4 can recognize the same user across different devices or operating systems (Chrome, Safari, iOS, Android, etc.) for more accurate reporting and more refined audiences;
GA4 collects and cross-references data from different platforms;
Artificial intelligence has also been integrated into GA4 to provide you with relevant insights for each of your queries. Google Analytics 4 leverages AI and Machine Learning to provide more accurate and detailed data without cookies ;
GA4 integrates directly with multimedia platforms to viber database promote action generation and optimize performance;
GA4 is better adapted to user needs , with more views and segments. The platform is thus more intuitive with reports focused, among other things, on the customer lifecycle;
Google Analytics 4 brings several improvements in terms of confidentiality and data settings ;
Google Analytics 4 allows data deletion upon request.
Google Analytics 4 and GDPR
In order to be compliant with the General Data Protection Regulation , GA4 has new features such as:
Automatic anonymization of users' IP addresses;
Defining the period during which you wish to keep the collected data (maximum duration: 14 months) ;
The choice of data shared with Google;
Disabling the collection of demographic data for certain regions ;
Etc.
These new features allow users to exercise greater control over their data and delete it at will.
However, this is not enough to guarantee full compliance with the GDPR and be approved by the CNIL . The latter has judged that data transfers to the United States lack supervision . It can be deduced that this new tool carries risks of non-compliance since the data still transits to the United States. Companies continuing on GA4 therefore risk being constrained even though the CNIL has not prohibited its use.
Should I migrate to GA4 or another solution?
Migrate to Google Analytics 4
On July 1 , 2023 , Universal Analytics will stop recording new data. Then, around December 2023, the service will stop being accessible and it will no longer be possible to view its data history . Therefore, it is essential to migrate to another tracking tool . If you are moving to Google Analytics 4, you will need to prepare:
Migration to maintain user tracking on your platform;
Backup and export of your GA3 data to keep a history;
All of your integrations will need to be redone, as will any custom reports and dashboards. You will also need to configure pageviews and migrate user IDs, if you already use them. This should be planned in advance as the data is not retroactive, so it can take time. Additionally, it will be essential to allow for internal adaptation and training on the new platform.
