Getting to Know Google Analytics 4: What’s Different, What’s the Same, and How to Prepare for a Full Transition

Chris Sietsema, Teach to Fish Digital

The measurement community is preparing for Google’s latest iteration of its analytics platform, Google Analytics 4. An evolved version of its Universal Analytics predecessor, Google Analytics (or GA4) carries over some recognizable reports and features. However, much of what has been familiar about Universal Analytics configuration and reporting has been replaced by an entirely new data model. Translation: the manner in which we measure our campaigns, content performance and conversions is about to change. What’s more, Google is planning to sunset Universal Analytics in favor of Google Analytics 4 by July 2023.