Are you Ready for
Google Analytics 4?

We are at the centre of a major shift in consumer behaviour. With rising consumer expectations, regulatory developments, and privacy-driven changes to industry standards, a new generation of Google Analytics has been launched with the aim of improving measurement capabilities and providing a deeper insight into customer preferences.

Google Analytics 4 [GA4] is built with machine learning at its core, automatically surfacing helpful insights that allow a complete understanding of customers across devices and platforms. Being privacy-centric by design, you can rely on Analytics even as shifts in industry standards, such as restrictions on cookies and identifiers, create gaps in your data.

The new Analytics offers unified, consumer-centric measurements, without being fragmented by device or platform. Using multiple identity spaces, including marketer-provided User IDs and Google Signals from those who have opted in to personalised ads, GA4 has the ability to give you a 360 view of how your customers are interacting with your business. This translates into a better understanding of your customers across their entire lifecycle, from acquisition, to conversion, to retention.

In a rapidly evolving technological landscape, the new iteration of Analytics is designed to adapt to a future with or without cookies and identifiers. Its flexible approach to measurement, and its potential to use modeling, enables it to fill in the gaps where data may be lacking or incomplete, making it easily adapted to a cookieless world.

GA4 is a new property, designed for the future of measurement, which:

• Collects both website and app data to better understand the customer journey
• Uses events rather than session-based data
• Includes privacy controls such as cookieless measurement, behavioural modeling and conversion modeling
• Offers predictive capabilities that provide guidance without the use of complex models
• Has direct integrations to media platforms to help drive actions

Starting from July 1^st 2023, standard Universal Analytics properties will no longer process data. You will still be able to see your Universal Analytics reports for a period of time after this date, but new data will only flow into Google Analytics 4 properties.

We highly recommend you create a new GA4 property alongside your existing properties. Doing so will allow you to start gathering and building historical data within this new property. This is particularly important as it will make future analysis and reporting more meaningful, capturing more trends and insights over a greater time span while keeping your current implementation intact.

Now is the time to build the measurement foundation your business will need to succeed in the future. We can help you fully transition your account over to GA4 in good time, so you can start preparing and collecting data for your future campaigns.

If you would like to discuss how we can help your business prepare for this transition, please get in touch for pricing and timeframes.