Attention webmasters and data analysis professionals! The time has come to say goodbye to Google Analytics Universal (UA) as we know it. In just a few days, UA will stop displaying data and it will be essential to migrate to the new and powerful analytics platform: Google Analytics 4 (GA4).
In this article, we will explore what this transition means, the consequences it will bring, and the key differences between UA and GA4.
In addition, we will discover the benefits of GA4 and how you can capture targets without losing valuable information. Haven’t migrated your account to Google Analytics 4 yet?
Join us on this journey and make informed decisions to empower your data analytics!
The end of Google Analytics Universal (UA)
The time has come: Google Analytics Universal (UA) is about to close its doors. From now on, all users wishing to access their website data must migrate to the new version of the platform, Google Analytics 4 (GA4).
This transition marks an important milestone in the world of web analytics and presents a number of significant changes that we all need to understand.
What will happen with the termination of UA?
As of June 30, when UA stops displaying data, users who have not yet migrated to GA4 will find themselves with a void of information in their dashboards.
Reports previously available in UA will no longer be available, which means that you will not be able to access historical metrics and data unless you have migrated to GA4.
It is critical to take action as soon as possible to prevent the loss of valuable data and ensure a smooth transition.
Consequences of not migrating to GA4
Failure to migrate to GA4 can have some negative consequences for your data analysis. Without access to the new platform, you will lose the ability to effectively track and understand user behavior on your website.
In addition, failure to upgrade to GA4 could make it difficult to implement new features and functionality that will be introduced exclusively in this release, leaving you lagging behind in terms of analysis and informed decision making.
Key differences between UA and GA4
GA4 introduces important changes compared to UA. Some of the key differences include:
- Data model: In UA, the focus was on sessions and page views, while GA4 focuses on events and users. This allows for a more complete and detailed view of user behavior on the website.
- Enhanced functionality: GA4 features significant improvements in event tracking and analysis, such as automatic event tracking without the need for custom code. It also offers tighter integration with other Google tools, making it easier to obtain additional data for deeper analysis.
- Focus on privacy: GA4 aligns with growing privacy concerns by offering more flexible and transparent tracking options. This includes the ability to use anonymous identifiers and compliance with ad platform privacy policies.
Benefits of GA4
Migrating to GA4 brings with it a number of benefits that you should not overlook. Some of the key advantages include:
- Deeper analysis of user behavior: With GA4, you will have access to a more accurate understanding of the user journey on your website. You will be able to analyze specific events and actions, allowing you to make more informed decisions and personalize the user experience.
- Integration with other Googletools: GA4 integrates more effectively with other Google tools, such as Google Ads. This facilitates the analysis of advertising campaigns and gives you a more complete view of your marketing strategy.
- Improved cross-platform tracking: GA4 is designed to track user behavior across multiple platforms, including mobile apps and websites. This gives you a holistic view of user interaction across all channels, which is especially valuable in an increasingly diverse digital environment.
Capturing Events in GA4
One of the common concerns when transitioning to GA4 is the possibility of losing the ability to capture targets and events without immediately displaying data.
However, GA4 offers solutions to this problem. Through advanced techniques, GA4 allows you to set up targets and events without the data being immediately visible. This gives you the flexibility to continue capturing valuable information while keeping the transition to GA4 on track.
Event for capturing “Thank you page” form submissions
For example, we can capture form submission events that redirect to a “mydomain.com/thankyou/” page by performing this action:
We go to: Manage > Events > Create event
Once we create the event, we give it a name like “web_contact”, it is important to use ” _ ” as spaces, if we use a space between words or the minus sign as space “-“, it will not register the event.
The parameter we select is “page_location“, in operator we select “contains” and the value “/thanks” in our case the “Thanks” page has this url “mydomain.com/thanks”.
With this action, we are telling Google to register all users accessing this page. To later transform this event into a target.
Event to capture calls
We perform the same process as the previous one, we will go to: Manage > Events > Create event
And we will modify the following in the custom event:
We give it a name like “web_call”. The parameter we select is “link_url”, in operator we select “contains” and the value “tel:” .
With this action, we are telling Google to register all users who click on the button containing the phone number or click on the direct link where the phone number appears.
Event for capturing mailings through a link
We perform the same process as the previous one, we will go to: Manage > Events > Create event
And we will modify the following in the custom event:
We give it a name like “mail_head“. The parameter we select is “link_url“, in operator we select “contains” and the value “mailto:” .
With this action, we are telling Google to register all users who click on the button containing the email or click on the direct link where the email appears.
Creating Objectives in GA4
Once we have the events created, creating the objectives is very easy since we will go to: Manage > Conversions > New Conversion Event
When we get the pop up with the “New event name” message event, we will add the name of the event that we have created previously as “contact_form” , “web_calls”, “email_head”. The “purchase” target is automatically defined in the Google Analytics 4 property.
Types of parameters
Here is a list of parameters that we can use to create our custom events
“page_location”:
This optional parameter is used to capture the URL of the page on which the event occurs. You can use it to record the exact location of the event and relate it to a specific page or screen. For example:
“page_location: ‘https://www.ejemplo.com/pagina-venta'”
“link_url”:
This optional parameter is used to capture the URL of a clicked link or button. It is useful for tracking outbound links or for tracking the performance of specific buttons. For example:
“link_url: ‘https://www.ejemplo.com/registro'”
“search_term”:
This optional parameter is used to capture the search term used by the user. You can use it to record the keywords that users enter on your website. For example:
“search_term: ‘sneakers'”
“video_duration”:
If your website includes videos, this optional parameter is used to capture the duration of the video in seconds. You can use it to track video playback time and analyze user engagement. For example:
“video_duration: 180”
“error_message”:
If you want to track specific errors or error messages that occur on your website, you can use this optional parameter. You can capture the error message and analyze the problem areas. For example:
“error_message: ‘Error loading the page'”
“user_properties”:
This parameter is used to capture additional user properties. You can use it to store demographic information, preferences or any other relevant user data. For example:
“user_properties: {
‘age’: 30,
‘gender’: ‘male’,
‘interests’: [‘sports’, ‘travel’].
}”
“scroll_depth”:
If you want to keep track of the scroll depth on a page, you can use this optional parameter. You can capture the percentage of user scrolling on the page and analyze reading behavior. For example:
“scroll_depth: 75”
“campaign_name”:
If you are running specific marketing campaigns, you can use this optional parameter to capture the campaign name. This allows you to track the performance of each campaign and analyze its impact on traffic and conversions. For example:
“campaign_name: ‘Summer Offer 2023′”
“form_id”:
If you have forms on your website, you can use this optional parameter to capture the form ID. You can use it to track specific form submissions and evaluate the effectiveness of your forms. For example:
“form_id: ‘contact_form'”
“social_share:
If you want to track sharing actions on social networks, you can use this optional parameter. You can capture the social network where the content was shared and analyze the virality of your publications. For example:
“social_share: ‘Facebook'”
“rating_value”:
If you have a rating functionality on your website, you can use this optional parameter to capture the rating value. You can use it to track user satisfaction or evaluate the popularity of your products or content. For example:
“rating_value: 4.5”
Haven’t migrated your account to Google Analytics 4 yet?
As the clock ticks down and UA nears its end, it is critical to act and migrate your account to Google Analytics 4.
Don’t get left behind in the data analysis and enhanced capabilities that GA4 has to offer. Take advantage of the benefits, understand the differences and make informed decisions to boost your digital strategy!
Are you ready for the future of web analytics? Don’t wait any longer and start your migration today!
Discover how Google Analytics 4 can transform your data analysis and take it to the next level!
Do you need KPIS on your website? Let us help you, contact us
Author: Sergio Ortiz Guiñón
