What Is Google Analytics 4 Or GA4?
Google Analytics 4, usually shortened to GA4, was introduced as the next generation of Google's analytics platform. The change represented a different approach to how website and app activity is collected and processed compared with the older Universal Analytics system.
A Different Approach To Tracking
One of the major changes discussed when GA4 was introduced was its event-based approach to data. Moving from an older Analytics setup could require changes to existing tracking, particularly where websites used custom events or more complicated measurement configurations.
At the time of the original Big Fish article, this transition created understandable frustration for some website owners and developers.
Machine Learning And More Data
GA4 was designed around a more modern measurement model and increased use of machine learning. The intention was to give businesses a better understanding of customer activity across websites and apps while adapting to changes in the way online behaviour is measured.
The Move Away From Universal Analytics
The original article highlighted Google's announcement that standard Universal Analytics properties would stop processing new hits on 1 July 2023. That deadline made it important for businesses relying on the old platform to prepare their GA4 setup and make sure important website actions were being measured correctly.
Why Analytics Matters
Whatever analytics platform is being used, the important business question is what visitors actually do after reaching a website. Measuring useful actions such as enquiries, calls and other conversions gives businesses better information for judging SEO, advertising and website performance.