Google Analytics 4 (GA4) was announced in October of 2020 as a future replacement to Universal Analytics (UA). It was developed in response to ongoing data privacy changes. The new analytics no longer uses cookies (a means of storing user behavior and personal data). Rather it relies on event tracking which allows the same behavioral data without the personal data. This makes it future-proof as privacy legislation continues to be rolled out.
At its release, GA4 left much to be desired and though privacy was improved, tracking looked to have major gaps. This led many marketers to drag their feet on adoption. Then came July 1st, 2023 when Universal Analytics ended and the transition to GA4 was required.
At first glance everything was different, and there was less data, but as marketers started digging in, we began to see the power of GA4. Now, with one year under our belt, we have seen firsthand the new possibilities and a level of tracking that surpasses Universal Analytics.
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How To Get The Most Out Of GA4
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