Out with Universal Analytics, in with Google Analytics 4
Google Analytics 4, otherwise known as GA4, will be taking over from the current Universal Analytics (UA) in July 2023.
GA4 has been built to measure website and mobile app interactions, known as ‘events’.
Examples of an ‘event’ within GA4 are actions taken by users such as downloading content, watching a video and looking at a specific website page. GA4 will be tracking many of these events automatically, without you having to have specific coding on your website as happens now.
Action to take now
At the current time, Google are recommending to create a GA4 property and add it to your website. This will then track data in both GA4 and Universal Analytics.
It is advised to continue using and reporting on your current Universal Analytics until GA4 is properly rolled out.
At the current time, GA4 is still undergoing teething problems i.e. the support isn’t available on platforms such as ecommerce, Squarespace and Shopify and many reports currently available in Universal Analytics are not available in GA4).