In this blog post, we’ll explore the key differences between Google Analytics 4 (GA4) and Universal Analytics (UA) and provide actionable steps for B2B marketers to prepare for a smooth GA4 migration.
GA4 offers several new features and improvements over UA that can help B2B marketers optimize their marketing campaigns. By familiarizing yourself with GA4 and its new features and taking steps to prepare for the switchover, you can ensure a smooth transition and continue driving your business forward.
Watch: Paul Slack and I walked through all aspects of GA4, including its features, benefits, implementation, analytics capabilities, and prospects in a recent Demand Gen Jam Session. Check it out here.
GA4 is a significant upgrade from UA, offering B2B marketers a more comprehensive understanding of customer behavior across multiple devices and platforms. Unlike UA, which primarily focuses on sessions and pageviews, GA4 introduces a new data model centered around events and parameters.
UA was designed as an easy-to-use analysis and reporting tool. It relied on a simple structure and offered over 150 predefined reports. GA4 provides more flexibility and emphasizes event-based tracking over session-based tracking, making deeper analysis and machine learning easier. However, more flexibility often results in more complexity.
GA4 may seem more complicated at first, but the sift to event-based tracking enables greater flexibility in tracking and analysis, empowering marketers to delve deeper into user interactions and engagement. GA4 also provides a more holistic view of customer behavior, encompassing various touchpoints and devices. The new data model in GA4 focuses on events and parameters, allowing for enhanced tracking and analysis.
Other notable differences
GA4 brings several advantages for B2B marketers, empowering them with enhanced insights and advanced analytics capabilities. Some of the key benefits include:
Cross-Device Tracking - Much better than UA, GA4's cross-device tracking enables a more comprehensive understanding of user journeys. B2B marketers can learn how prospects and customers interact with their brand across different devices, helping optimize marketing strategies and personalize user experiences.
Enhanced User Engagement Tracking - With GA4, B2B marketers can track user engagement beyond pageviews. Events and parameters allow for granular tracking of user actions on a website or app. This data enables deeper analysis of user behavior and helps identify high-value interactions.
Advanced Reporting and Analysis - GA4 introduces the Analysis Hub, a powerful feature that provides built-in reports and custom analysis capabilities. B2B marketers can leverage this tool to explore data, gain valuable insights, and discover trends in user behavior. The Exploration report allows for flexible data exploration, enabling the comparison of multiple dimensions and metrics.
The future of GA4 holds exciting possibilities for B2B marketers. As the industry continues to evolve, there are a few key considerations to keep in mind:
UA Sunset Timeline - UA will cease to function starting from July 1st. While it is not possible to directly transfer data from UA to GA4, Google will retain UA data until December 31, 2023. However, it is crucial to take action to preserve your data before Google deletes it. You have a couple of options:
Utilizing a Dashboard - It’s essential to recognize that our websites are not the only place we engage with users. Like UA, GA4 can only show us what’s happing on our website. By leveraging a third-party dashboard software, you can integrate data from multiple sources to gain a comprehensive view of your metrics, unlock deeper insights, and enhance reporting and analysis capabilities beyond what GA4 alone can provide.
Integration of First-Party and Third-Party Data - GA4 aims to provide a more comprehensive view of customer behavior by integrating first-party and third-party data sources. B2B marketers should explore ways to combine data from various platforms and sources to gain deeper insights into their audience and improve targeting.
Privacy Regulations and Data Governance - Data protection and user consent are paramount as privacy regulations become more stringent. B2B marketers must ensure compliance with privacy regulations while using GA4. Familiarize yourself with the features and settings in GA4 that prioritize user privacy, such as data deletion controls and consent management tools.
Continuous Learning and Upgrading - Google is actively investing in GA4, and the platform will continue to evolve. Stay updated with new features, enhancements, and best practices through official documentation, blogs, and industry forums. Continuous learning and adapting to new trends will help B2B marketers maximize the potential of GA4.
GA4 isn’t a bad thing. It’s just different. The GA4 migration presents B2B marketers with an opportunity to gain deeper insights into customer behavior and unlock advanced analytics capabilities. By understanding the differences between GA4 and UA and following the recommended steps, marketers can ensure a seamless transition and leverage the full potential of GA4 for their B2B marketing efforts.
Remember, GA4 is a technical upgrade and a strategic shift that empowers B2B marketers to make data-driven decisions and deliver exceptional user experiences. Embrace the change, adapt your strategies, and embark on a journey of enhanced analytics with GA4.
Q: What is the main difference between Google Analytics 4 (GA4) and Universal Analytics (UA)?
A: GA4 introduces a new data model, focusing on event-based tracking, providing comprehensive insights across devices/platforms, while UA relies on session-based tracking.
Q: How can B2B marketers prepare for the GA4 migration?
A: Understand key differences, assess tracking setup, plan GA4 implementation, instrument the website/app, and utilize data streams for accurate data collection.
Q: What are the benefits of migrating to GA4 for B2B marketers?
A: Improved cross-platform tracking, enhanced user journey analysis, machine learning capabilities, and deeper integration with Google's advertising/marketing products.
Q: Can B2B marketers continue using Universal Analytics alongside GA4?
A: Yes and No. After July 1, 2023, Universal Analytics will no longer track data. However, you can access historical data through the end of 2023. Starting in 2024, all of your data will be removed from Google.
Q: How can B2B marketers leverage GA4 to improve marketing strategies?
A: Gain insights into user behavior, optimize campaigns with event data, analyze customer lifetime value, and implement enhanced audience segmentation. Utilize machine learning for effective strategies.
Transitioning from UA to GA4 requires careful planning and execution. We have compiled the following 12 steps to help you transition to GA4 and optimize your marketing efforts.
Get ahead of the game and ensure you're getting the most out of GA4 by signing up for an Analytics Consultation. Our expert team will provide a comprehensive audit of your GA4 instance, migrate your goals and events, and enhance tracking for improved performance and insights. Our advanced visualization capabilities allow you to analyze GA4 data alongside other channel activities.