Google Analytics is one of the most important tools for analyzing web performance and visitor behavior. The official launch of the fundamentally revised version of Google Universal Analytics was heralded on October 14, 2020 with Google Analytics 4. This was preceded by a lengthy beta phase, the fruits of which have been coming to fruition since June 1, 2023. GA4 brings many changes and innovations. One key component, for example, is cookieless tracking. This allows web analysts to track visitor behavior without accepting cookies. This had become a challenge for e-commerce companies with the adaptation of the ePrivacy Regulation for cookie tracking. The reason for this was also the GDPR within the EU.
For the first time, GA4 allows data to be collected without cookies or similar identifiers. On the one hand, this ensures compliance with data protection requirements, and on the other, Analytics remains future-proof in the face of legal adjustments and changes in general conditions. Also helpful with regard to data protection is the improved controllability of data records and website accesses. This includes the collection, management and deletion of data. Analytics 4 also anonymizes the IP of users.
Machine learning can be used to apply intelligent algorithms for data analysis and completion of incomplete data sets to get a more accurate picture of the website and visitor behavior. Various modeling approaches give webmasters a wide-ranging toolbox to complete data synthetics and use them for further website strategy development and optimization. In addition, Analytics 4 now analyzes user behavior both more extensively and more precisely. In addition to the already familiar page views and, for example, dwell time, the new version measures additional events, such as scrolling behavior and clicks made.
In addition to the display as a numerical data set, these can now be visually prepared directly in Analytics. For this purpose, webmasters can choose from a number of different diagrams, depending on which statistics are to be visually presented appropriately. In summary, the new Analytics focuses even more on the user and his behavior, while webmasters can also access many analysis and visualization tools directly in Analytics. Another special feature: Es can now optionally select targets from standard templates or webmasters can create their own defined targets. This is helpful for giving additional attention to certain elements of the website.
Some of the practical differences can be illustrated via comparative examples between Universal and Analytics 4:
With the new functions and features, the user interface has also changed. This is clearly visible, for example, in the structure: Es there are now no longer separate data views or filters; instead, all the desired settings can be made directly in the reports.
In the summer of 2021, es, made further adjustments to the user interface compared to the original release. Some functions were renamed, other new features were integrated into the interface. For example, the "Setup Wizard" is now called "Setup Assistant". In addition, es has had individual libraries and direct links to the "Advertising" tab since last July. Also, the different paths that lead to specified conversions are now displayed directly in the user interface and can be selected individually there.
The universal version will definitely retire in the summer of 2023: Es will no longer process any new data. By then at the latest, webmasters should familiarize themselves with Google Analytics 4 and the various new functions as well as the changed user interface - and set up their own projects accordingly for further analysis in good time. Of course, it is also conceivable that Google will make further changes by then.