Google Analytics 4. The next generation of analytics Explained

In July 2019, Google launched the beta version of Google Analytics App + Web Property. As of October, the final version is called Google Analytics 4. This advanced version will allow tracking without cookies (cookieless-tracking) and will no longer limit measurements of a user’s interactions to page views only. There are also new visualization options for the data that were previously unavailable.

At the moment, both versions, i.e., Google Universal Analytics and Google Analytics 4 are still running side by side. As of 1 July 2023, however, no new data will be processed in Universal Analytics (official Google notice). In this piece, you will learn about the most critical changes and what you need to do to continue analyzing user data with Google Analytics.

Google Analytics 4: the key advantages! More GDPR-friendly tracking

One of the most significant advantages of using Google Analytics 4 is definitely the more privacy-compliant tracking, although personal data (unique user IDs) can still be collected and processed outside of the EU. The options for data control are much more diverse than with Universal Analytics. The most significant innovations are: Consent or refusal of the data processing conditions Settings for data retention Settings for Google data sharing Ad personalization settings at property level Data deletion request for selected time periods Collecting data also works without cookies and other identifiers IP address is neither logged nor stored

More GDPR-friendly tracking

One of the most significant advantages of using Google Analytics 4 is its more privacy-compliant tracking approach, although personal data such as unique user IDs can still be collected and processed outside of the EU, while offering more advanced and flexible data control options compared to Universal Analytics.

Consent or refusal of the data processing conditions
Settings for data retention
Settings for Google data sharing
Ad personalization settings at property level
Data deletion request for selected time periods
Collecting data also works without cookies and other identifiers
IP address is neither logged nor stored

More data from events

Google Analytics 4 is based on an event-driven data model, allowing the measurement of specific user interactions such as page views, link clicks, sales transactions or video playbacks across websites and applications.

Optimized usability

After a short adjustment period, Google Analytics 4 proves to be more intuitive and easier to use, offering several new and improved features that enhance data analysis and integration with other Google services.

The new data model provides more relevant and better visualized analyses using funnel visualizations, pivot tables and scatter plots
Google services such as Google Ads and Campaign Manager are more closely integrated and synchronized with Google Analytics 4
Data can be exported to Google’s data warehouse using BigQuery

Accurate forecasting thanks to machine learning

By leveraging machine learning technologies, Google Analytics 4 can generate predictive insights based on collected data, helping businesses anticipate future user behavior and performance trends.

Purchase probability
Churn probability
Revenue forecast

Google Analytics 4: Transition, Data Privacy and GDPR-Compliant Alternatives

Can I use Google Analytics right now?

Yes, although Google Analytics 4 is not yet fully mature, it is recommended to start familiarizing yourself with its new features while continuing to use Universal Analytics for data analysis for the time being.
Why are the data from Universal Analytics and Google Analytics 4 not identical?

The differences arise because Universal Analytics and Google Analytics 4 are based on different data models, so variations in reported data are to be expected.
Is Google Analytics 4 GDPR compliant?

Despite privacy-oriented improvements, Google Analytics 4 has not yet reached a definitive agreement with European data protection authorities and cannot guarantee data storage exclusively within the EU.
What are the alternatives to Google Analytics 4?

There are several free and paid alternatives to Google Analytics 4 that provide comparable web analytics capabilities while complying with stricter EU data protection and GDPR requirements, such as Piwik PRO, a professional enterprise-grade analytics platform with advanced privacy controls and EU-based hosting options, Matomo, an open-source solution that allows full data ownership through self-hosting or GDPR-compliant cloud deployments, and Zoho PageSense, which combines privacy-friendly analytics with additional tools for website optimization, user behavior analysis and conversion rate improvement.

If comparative data from a previous period is a big priority for your marketing activities, then making sure to set up Google Analytics 4 is something you should consider doing quickly. If you are prepared to do without the comparative data, it would be fine to make the switch in July 2023. codafish is your partner for all questions around digitalization and we also support you in the setup of your tracking projects. Let our experts advise you and start planning your switch to Google Analytics 4, Piwik PRO, Matomo or Zoho PageSense with us!

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