In a recent Layover Live, it was announced that Google introduced its new analytics platform for websites, Google Analytics 4 (GA4). The change earmarks Google’s evolving focus to user-based reporting and performance measurement, with the main goal of providing insights and predictions on the customer journey cross-device and cross-platform. This update also means that the way metrics are reported will change and your tracking will need to be updated as well. The most important thing to note is that updating to GA4 will not carry over any historical information, and with this in mind, we recommend adding GA4 in parallel with Universal Analytics in order to begin tracking the base elements and start getting acquainted with the new platform, but continue to report from Universal Analytics until more advanced tracking and measurements are included.
Below we've provided a detailed guide on what changes to expect with GA4 alongside the next steps to help you start transitioning over to GA4 in a way that minimizes potential loss of information.