Google Analytics allows websites and apps to analyze and monitor traffic. When implementing GA, users have options to choose Universal Analytics (UA) or Google Analytics 4 (GA4). Ease of setup has pushed users towards UA, due to apps having it built in. July 2023 will mark a mandated switch to GA4.
Universal Analytics was built for a generation of online measurement that was anchored in the desktop web, independent sessions, and more easily observable data from cookies. This measurement methodology is quickly becoming obsolete. Meanwhile, Google Analytics 4 operates across platforms, does not rely exclusively on cookies, and uses an event-based data model to deliver user-centric measurement.
And though Universal Analytics offers a variety of privacy controls, Google Analytics 4 is designed with privacy at its core to provide a better experience for both our customers and their users. It helps businesses meet evolving needs and user expectations, with more comprehensive and granular controls for data collection and usage. Importantly, Google Analytics 4 will also no longer store IP addresses. These solutions and controls are especially necessary for today’s international data privacy landscape, where users are increasingly expecting more privacy protections and control over their data.
MeasureSchool wrote a very detailed article on the change.
For the LosEvolution brand, we are switching our customers over early. Each of our managed sites will be migrated to GA4 over the next two weeks. Our customers will have a seamless experience and be well ahead of the curve. We will also work to set up the GA4 property to match the UA property, guaranteeing the needed analytics are at your disposal.
Do you have to maintain this yourself? We have a team ready to help! Build with us today!