If you’re managing website analytics, you’re likely aware that Universal Analytics (UA) was officially retired on July 1, 2023. Since then, Google Analytics 4 (GA4) has become the standard for tracking user interactions across websites and apps. If you haven’t transitioned yet, it’s crucial to do so to maintain accurate data collection and reporting.
In this guide, we’ll explore the key differences between UA and GA4, delve into GA4’s new features, and provide actionable steps to optimise your setup for 2025.
Key Differences Between Universal Analytics and GA4
GA4 introduces several significant changes compared to UA:
- Event-Based Data Model: Unlike UA’s session-based model, GA4 uses an event-based approach, allowing for more granular tracking of user interactions. This shift enables a deeper understanding of user behavior across platforms.
- Unified Web and App Reporting: GA4 consolidates data from websites and mobile apps into a single property, providing a holistic view of the user journey.
- Enhanced Privacy Controls: With increasing data privacy regulations, GA4 offers features like cookieless measurement and behavioral modeling to help businesses comply with laws such as GDPR.
- Predictive Metrics: GA4 leverages machine learning to provide predictive insights, such as purchase probability and churn likelihood, helping businesses anticipate user behavior and tailor marketing efforts accordingly.
Understanding GA4 Metrics in 2025
GA4 introduces new metrics that offer a more nuanced view of user engagement:
- Engagement Rate: This metric replaces the traditional Bounce Rate. It reflects the percentage of engaged sessions, where a session is considered engaged if it lasts 10 seconds or more, includes a conversion event, or has at least two pageviews.
- Conversions: In GA4, conversions are user-defined events that signify meaningful interactions, such as form submissions or product purchases. Unlike UA, where goals were manually set, GA4 automatically tracks certain conversions based on predefined events.
- Average Engagement Time: This metric indicates the average duration users actively engage with your site or app, providing insights into content effectiveness.
- Event Count: GA4 allows for the tracking of a wide range of user interactions as events, offering a comprehensive view of user behaviour.
Simplified Cross-Domain Tracking
GA4 has streamlined cross-domain tracking, making it easier to monitor user interactions across multiple domains:
- Unified Property Setup: Ensure all your domains are under the same GA4 property to maintain consistent tracking.
- Configure Tag Settings: In the GA4 Admin panel, navigate to ‘Data Streams’ > ‘Web’ > ‘Configure Tag Settings’ > ‘Configure your domains’. Here, you can list all domains you wish to track.
- Automatic Referral Exclusion: GA4 automatically handles self-referrals between your domains, reducing the need for manual configuration.
- By setting up cross-domain tracking, you can accurately attribute user sessions across different domains, providing a clearer picture of the user journey.
Setting Up GA4 for Your Website
To set up a GA4 property:
- Create a GA4 Property: In your Google Analytics account, go to ‘Admin’ > ‘Create Property’. Follow the prompts to set up your new GA4 property.
- Add a Data Stream: After creating the property, add a data stream for your website by selecting ‘Web’ and entering your site’s URL.
- Install the GA4 Tag: Implement the GA4 tracking code on your website. This can be done by adding the global site tag (gtag.js) to your site’s header or by using Google Tag Manager.
- Verify Data Collection: Use the ‘Real-time’ report in GA4 to ensure data is being collected correctly. You can also use tools like Tag Assistant to troubleshoot any issues.
Utilising GA4 Reports for SEO Insights
GA4 offers robust reporting capabilities to analyse SEO performance:
- Traffic Acquisition Report: Navigate to ‘Life Cycle’ > ‘Acquisition’ > ‘Traffic Acquisition’. Here, you can filter by ‘Organic Search’ to assess the performance of your organic channels.
- Landing Page Performance: Add a secondary dimension for ‘Landing Page’ to evaluate which pages attract the most organic traffic and how users interact with them.
- Google Search Console Integration: Link your GA4 property with Google Search Console to gain deeper insights into keyword performance, impressions, and click-through rates.
By leveraging these reports, you can identify areas for improvement and optimize your content strategy to enhance organic visibility.
Advanced Features in GA4 for 2025
GA4 continues to evolve, introducing advanced features to enhance data analysis:
- Predictive Metrics: GA4 uses machine learning to predict user behavior, such as the likelihood of purchase or churn. These insights can inform targeted marketing strategies and improve ROI.
- Anomaly Detection: GA4 automatically detects significant changes in your data, alerting you to potential issues or opportunities that require attention.
- Customisable Dashboards: Utilise tools like Looker Studio to create tailored dashboards that align with your business objectives and KPIs.
Transitioning to GA4 is essential for maintaining accurate and comprehensive analytics in 2025. By understanding the key differences, setting up your property correctly, and leveraging GA4’s advanced features, you can gain deeper insights into user behaviour and make data-driven decisions to drive business growth.
If you need assistance with setting up GA4 or interpreting your analytics data, feel free to reach out. We’re here to help you navigate the complexities of modern analytics and optimise your digital strategy.