Google Analytics 4 (or GA4) was created specifically to respond to these new needs and offers industry professionals a wide range of tools to face the future of web tracking.
In this post, we will try to provide some clarity, examining the reasons behind the transition to GA4, the differences compared to the previous version (known as GA3/Universal Analytics), the advantages for professionals, and the impact of Cookiegeddon on marketing strategies.
Understanding cookies to be ready for Cookiegeddon: differences between first-party and third-party cookies
Before delving into the motivations behind the switch to GA4, it is useful to understand what cookies are and the differences between first-party and third-party cookies. Cookies are small text files that websites store on your device while you browse the internet. They have various functions, such as tracking your preferences, saving login information, and monitoring your online behavior.There are two main types of cookies: first-party cookies and third-party cookies.
First-party cookies are created and managed by the website you are visiting. For example, when you visit an e-commerce site and add some products to the cart, the site stores this information in a first-party cookie. These cookies allow the site to remember your preferences and the actions you performed while browsing the site itself.
Third-party cookies, on the other hand, are created and managed by websites external to the site you are visiting. They are mainly used for advertising purposes, such as remarketing and profiling: these cookies allow advertisers to track users across different websites and create detailed profiles of their browsing habits. However, the use of these cookies raises concerns regarding user privacy and has led to regulatory interventions, such as the GDPR. Consequently, the industry is progressively abandoning third-party cookies and adopting new marketing and tracking strategies.
Google began developing and testing an alternative to third-party cookies some time ago to be ready for Cookiegeddon: it is called Privacy Sandbox and its goal is precisely to offer marketers and advertisers an effective tool for targeting and measuring advertising campaigns while remaining respectful of user privacy.
Why is Google switching to GA4?
Considering what has just been said, it is easy to answer this question: growing concerns over user privacy and the evolution of data protection regulations, such as the GDPR, have led to greater attention toward third-party cookies, which were used by the previous version of Google Analytics.In this context, GA4 aims to guarantee user privacy without sacrificing the quality of the information collected, balancing the needs of marketers with the protection of user privacy.
For this very reason, starting from March 2023, Google adopted a more decisive approach leading up to the July 1, 2023 deadline:
- For each Google Analytics account, a new GA4 property is automatically created based on the settings of the existing Universal Analytics property;
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If you have already created a GA4 property linked to a Universal Analytics property and have not yet transferred the configurations, these will be transferred automatically.
The main differences between Universal Analytics and Google Analytics 4
1. A new data model: while UA uses a structure based on sessions and hits to collect and organize data, GA4 adopts an event-based approach. This makes GA4 more flexible and suitable for monitoring interactions on both the web and in mobile applications.2. Different metrics: it is time to say goodbye, for example, to the famous "Bounce rate". In GA4, this metric is no longer present and is replaced by the "Engaged session" (practically, the Engaged session is the opposite of the Bounce rate). GA4 also introduces other engagement metrics, such as "Engagement session per user" and "Engagement rate", which offer a deeper view of the interactions between users and the website or application.
3. Attribution models: GA4 includes an attribution model based on machine learning that helps determine the effectiveness of various marketing activities more accurately. UA, instead, relies on attribution models that are certainly less advanced.
4. User analysis and audiences: GA4 offers advanced features for user analysis, saying goodbye to UA views. In GA4, views no longer exist; they have been replaced by custom reports - which you must create manually - or by audience segments. Audiences allow for segmentation based on any combination of events, channels, demographics, imported offline data, and so on. It is possible to synchronize them with Google Ads to significantly improve campaign performance and target users precisely.
5. Privacy and GDPR compliance: GA4 places greater emphasis on user privacy and compliance with data protection laws, such as the GDPR. For example, IP addresses are no longer tracked, user data is sampled to prevent identification, and the management of data deletion requests is simplified. Furthermore, user data retention for custom reports is limited to 2 months by default, expandable to 14 months in the settings.
6. Ample space for Machine Learning: a distinguishing aspect of GA4, which differentiates it from UA, is the ability to predict future user actions based on collected data. GA4 performs an intelligent analysis of the collected information, providing accurate estimates of customer behavior and conversions. This is an excellent addition for developing marketing strategies. Additionally, GA4 has the advantage of automatically generating audience segments based on the collected information.
Do I absolutely have to switch to Google Analytics 4?
In short: yes. It is not possible to choose not to switch to GA4.Google stopped data collection for Universal Analytics properties starting July 1, 2023. After this date, users will still be able to access historical Universal Analytics data for at least another six months. Our advice is to export all useful data and reports as soon as possible to avoid any loss of valuable information.
