GA4: What you need to know

Google Analytics 4 is a powerful tool that helps you to collect and analyze data from your website to get a better understanding of what works and what does not. In this guide, you’ll find a number of helpful tips on what you need to know about Google Analytics 4 (GA4)

What is GA 4?

GA4 (Google Analytics 4) is the latest version of Google Analytics. It’s not just a regular update, but an entirely new data model. It is an upgrade from the previous (UA) Universal Analytics. Google has radically changed its approach to collecting and filtering data, which means businesses will need to start collecting historical data in GA4. As of July 1, 2023, Universal Analytics will no longer process new data. You’ll be able to see your Universal Analytics reports for a period of time after July 1, 2023, but new data will only flow into Google Analytics 4 properties. Doing so requires creating a new analytics property in GA4 to get familiar with the new interface, translate key performance indicators into reports, and collect historical data.

What’s new in GA4?

GA4 uses a completely different data structure. All interactions are now considered “events” instead of sessions, as we’ve been used to with Universal Analytics. Using an event-based model allows us to analyse each user interaction individually.

The shift from session-based to event-based analytics is significant because sessions were previously used to group user interactions within a given time frame. GA4’s new model focuses on events rather than sessions and provides major benefits to marketers such as cross-platform analysis and an enhanced capacity for pathing analysis.

Why you should switch to Google Analytics 4?

If you want to continue tracking the performance of your campaigns, such as conversions, behaviour and demographics. Then that’s a yes

Although you may still have a year before your current Universal Analytics will stop processing data, I highly recommend that you set up a GA4 property to run parallel with Universal Analytics (UA). 

Even if you don’t plan on using GA4 right away, it’s important to start collecting valuable data and insights. This will strengthen your machine learning models and will help make future analyses more meaningful. Plus you will have historical data to rely on to make better-informed marketing decisions. 

So how will the switch to GA4 help with reporting?

With issues surrounding privacy, it’s becoming increasingly challenging to track customers as they travel across different platforms. GA4 combines the power of machine learning with enhanced data analytics to deliver a single user journey for all connected devices, regardless of platform or location. Google Analytics 4, has a simplified reporting interface making it for businesses to spot trends and fluctuations in data. 

How do I set up GA4?

It’s quite simple to set up and configure GA4. 

  1. Login to your Google Analytics Account.
  2. Click Admin. Gear icon, bottom left navigation.
  3. Confirm that your desired account is selected.
  4. Confirm the desired property is selected.
  5. Click GA4 Setup Assistant, the first option in the Property column.
Google Analytics Click GA4 Setup Assistant Screenshot.

Once inside the Setup Wizard, click the large blue button, Get Started.

Screenshot of GA4 Setup Wizard to get started.

There is only one more step, click the blue button to Create a property.

That’s all…

Screenshot of GA4 Setup Assistantto create property.

Once, you have created your property, the setup assistant will automatically activate enhanced measurement to your GA4 property. However, to track form submissions and other third-party elements, you will need to add a custom code to your website. 


When used correctly, analytics tools can provide valuable insight into how users interact with your website. More importantly, they give you the power to act upon that data and improve user experience. With more people using technology in all forms, websites should be making use of such tools to stay ahead of the game.

Google Analytics 4, holds so much potential for businesses as it continues to grow. This platform will allow companies to execute a more efficient and in-depth analysis of key metrics. In other words, more data with even more precision will assist marketers in executing better campaigns and increasing consumer acquisition. All in all, GA4 is a dynamic step forward in the evolution of Google Analytics, and we look forward to the new possibilities it will bring to our industry.

Still, have more questions about the switch to GA4? Get in touch with one of our team members today to see how we can help you!

Related small-size:

We’ve been working with the team at Digital Oasis for a few years now and the drive, data, steer, knowledge and skills they have to support our digital acquisition program(s) have been invaluable. Personal, reliable and deeply supportive, I look forward to more as we continue to scale.

Tobi Skovron CEO | CreativeCubes.Co

Thank you to the team at Digital Oasis for their continued support, hard work and dedication over the years! I highly recommend this dream team of digital marketing. Their knowledge, creativity and advice is second to none. I have been using Digital Oasis for many years now, and I keep going back, not only for business, but even personal services, and always recommend them to family and friends.

Michael Eskander Director | Eskander Design & Management Services

Digital Oasis’s team has been nothing but perfect, starting from their efficiency or their attention to details. Their team is very accessible and easy to get in touch with. Customer satisfaction is their highest priority. I cannot recommend Digital Oasis enough for all the great work they provided my company.

Mark Albert Principal Podiatrist | Step Relief Podiatry

Google Logo