Google Analytics 4: How to Prepare Your Small Business for the Transition

UPDATE: Google Analytics will stop processing new data on July 1, 2023 for Universal Analytics (standard version). However, Universal Analytics 360 properties have until October 1, 2023. Google Analytics 4 is the only tool that will be available to track your website activity after those dates.

For small business owners, the transition to Google Analytics 4 (GA4) won't have a significant impact, as most changes will be subtle and minor. However, understanding how this transition affects your website on an individual level is crucial for delivering the best service to your customers.

The good news is that transitioning to GA4 doesn't mean starting from scratch. GA4 is built on Universal Analytics, and much of the data will be comparable. However, there are critical differences between the two versions of Google Analytics that you should understand before making the transition.

In this article, we'll provide you with everything you need to know to prepare your small business for this upcoming change.

WHAT IS UNIVERSAL ANALYTICS?

Universal Analytics, introduced in 2012, revolutionized the digital analytics industry. It raised the bar for user data tracking, offering websites new and improved tracking codes to measure user behavior more effectively.

Universal Analytics is more than just a marketing tool; it's an invaluable resource that helps businesses gain detailed and accurate insights. With an 86% market share, it's the most widely used web analytics tool available. Combined with advanced segmentation, cross-device reports, and integrated data layers, Universal Analytics empowers organizations of all sizes to maximize their understanding of customer journeys and draw actionable conclusions from the collected data.

WHAT IS GOOGLE ANALYTICS 4, AND WHY IS IT UNIQUE?

Google Analytics is the go-to platform for website analytics and digital marketing. With GA4, Google once again raises the bar by providing more accurate data tracking than Universal Analytics and Analytics 360. GA4 emphasizes machine learning and AI to deliver insights that improve customer experiences.

Here's a quick overview of GA4 features:

1. Measurement Protocols: GA4 enhances the data collection process by introducing universal measurement protocols. This means that all activities from multiple sources (iOS, Android, and websites) can be collected and analyzed in one place, saving time spent on analyzing user behavior.

2. ML-Powered Modeling: GA4 uses machine learning algorithms to create more accurate models of user behavior, enabling the identification of patterns and trends that might otherwise be missed.

3. Cross-Device Tracking: GA4 simplifies tracking users across multiple devices, providing a more comprehensive understanding of customer journeys.

4. Goal & Event Tracking: With GA4, tracking goals and events is easier than ever. Goals can be tracked across all devices, and customized events provide detailed insights into user behavior.

With clearer reporting and a better understanding of the customer journey, small business owners can utilize the data to gain deeper insights into their customers. This enables them to provide better service by tailoring strategies to meet their specific needs. Additionally, the added information fosters greater transparency in customer relationships and opens up more opportunities to create unique and impactful campaigns.

GOOGLE ANALYTICS 4 VS. UNIVERSAL ANALYTICS: THE DIFFERENCES

Let's delve into the fundamental differences between Google's previous analytics tool and the upcoming GA4 rollout:

1. GA4 moves away from cookies and embraces an event-based model.

The most significant difference between Universal Analytics and GA4 is the way user activity is tracked. GA4 uses "user-centric measurement," an event-based data model, to track user activity more efficiently than ever before.

This means that you can track individual users across multiple devices and platforms, providing a more comprehensive understanding of their interactions with your website.

2. Google Analytics 4 focuses

 on customer journeys rather than page views.

With Universal Analytics, page views were at the core of its analytics engine. GA4 takes it a step further by collecting cross-platform analytics data. It identifies customer journeys across multiple devices, channels, and campaigns, giving businesses an unprecedented level of insight into user behavior.

3. The new Google Analytics uses AI and Machine Learning for data analysis.

GA4 incorporates machine learning algorithms for enhanced measurement and more accurate predictions about user behavior. This allows small business owners to have an even better understanding of what works and what doesn't when crafting digital campaigns.

4. GA4 offers an improved setup process with easier data-sharing capabilities.

GA4 simplifies the setup process by introducing universal measurement protocols and advanced segmentation capabilities. This means you can quickly customize your analytics tracking to fit your specific needs.

Additionally, GA4 has easy-to-use data-sharing capabilities, making it easier to collaborate with others on reporting and analysis.

PREPARING YOUR SMALL BUSINESS FOR GA4

Google has left the small business community with an unnerving task: transitioning to a new platform in a short timeframe. But now that there is no turning back, it's time to look forward and prepare your small business for the transition to GA4.

Migrating to Google Analytics 4

Note: Google Analytics 4 is an entirely new tool, separate from Universal Analytics. To set it up correctly, you must run UA and GA4 simultaneously.

According to Google's resource on adding a GA4 property, you can't import all your existing data. However, the old and new accounts will be linked, meaning you can use the Setup Assistant to migrate data from your Universal Analytics property.

Another crucial point to be cognizant of during migration is that GA4 properties don’t use the “Views” reporting structure. Instead, they use “Data Streams.” And each data stream uses a Measurement ID that acts as an identifier.

To set this up:

1. "Enhanced measurement" is an easy event tracking system that only requires you to flick a switch when setting up a web data stream. You won't need to change any other settings.

2. Before you install the Firebase SDK, you will be walked through data stream configuration.

3. The UA property won't go away until next year, but learning this process and moving through it earlier rather than later will position your small business for success when the time comes.

Setting Up Google Analytics 4

If you are setting up the GA4 property for the first time, follow this step-by-step tutorial:

1. Create a GA4 Property:

  a. If you don't have a Google Analytics account already, head to the Google Analytics page and sign up.

  b. Once signed in, navigate to the ‘Admin’ section and click ‘Create Account.’ Give your account a name that helps you easily identify it.

  c. Enter the industry category, website URL, and company size.

  d. Accept Google's Terms & Conditions.

2. Configure Your Data Streams:

  a. Once you've created the property and set up Google Analytics, head to the ‘Data Stream’ tab in the property settings and click ‘Add Data Stream.’

  b. Choose whether this is a web or app data stream.

  c. For web data streams, you can enable enhanced measurement. This provides auto-tracking events that don't require manual tagging or custom coding.

  d. Once enabled, the ‘Enhanced Measurement’ toggle will appear in the left navigation bar of your Analytics reporting page.

Installing Tags on Your Website

Google Tag Manager (GTM) offers an uncomplicated way to install GA4 on your site and create custom events tailored to your business via tags (gtag.js). You can add tags for a variety of events, such as button clicks, form submissions

, and more.

To set up configuration tags, follow the guide from Google.

Communicating the Change to Your Small Business

When the time comes, you’ll need to explain the change and its importance to your small business.

Educate yourself on GA4's functionality before broaching the subject. Familiarize yourself with the major features, as Google has documented them.

Explain to your small business why the transition is important and how GA4 will help them in the long run. Make sure they understand the advantages and why these changes were implemented.

CHECKLIST: UPGRADING TO GA4

Transitioning from Universal Analytics to Google Analytics 4 requires careful planning. Use this checklist to ensure a smooth transition for your small business:

1. Educate yourself on the changes between UA and GA4 and how to use the GA4 Setup Assistant.

2. Walk your small business through the differences between UA and GA4.

3. Establish an action plan for the migration process.

4. Help your small business understand why this transition is important and how GA4 will help them in the long run.

5. Make sure you know what data has to be migrated and how to do it correctly.

6. Install Firebase SDKs on all tracked websites.

7. Assist with setting up “enhanced measurement” for all web data streams.

8. Troubleshoot any issues and closely monitor the transition progress.

9. Set up GA4 and UA properties properly before the transition.

10. Notify your small business of potential disruption in analytics data during the transitional period.

WHICH METRICS SHOULD YOU MONITOR IN GA4?

Because Google Analytics 4 is still in its early stages, it's important to keep track of specific metrics during the transition.

Pay close attention to the following metrics to collect data from new data streams:

1. Total Users: GA4's primary user metric is Active Users, which replaces Total Users in UA.

2. Pageviews: GA4 counts web page and screen views, lumping them together.

3. Session Start: Sessions in GA4 are referred to as Session Starts, and each session has its own Measurement ID number.

4. Conversions: GA4 specifies actions as conversion events, unlike UA's goal-based conversions.

5. Bounce Rate: GA4 calculates bounce rate based on the time spent on a page, rather than single-page sessions.

6. Event Count: GA4 introduced Event Count as a cumulative metric that considers all actions to be events.

DUDA AND GA4

Duda is ready to support small businesses during the transition to GA4. We've added support for GA4 IDs in the platform several months ago, making the transition easier. We've also extended our API to allow controlling Google Tag ID via the Site API.

You may want to update the tracking code within Duda to reflect the new measurement ID.

Prepare your small business for the transition to Google Analytics 4 and embrace the opportunities it brings for better insights and improved decision-making.