Google Analytics 4: What the end of GA3 changed and how to get the most out of GA4

Universal Analytics (GA3) is gone for good: it stopped processing new visits on 1 July 2023, and in 2024 Google deleted the historical data as well. Today, Google Analytics 4 (GA4) is the standard. In this article, we sum up what GA4 brings and how to set it up so that it gives you genuinely useful data.

What is Google Analytics 4?

Google Analytics 4 is the next generation of Google’s analytics tool, which brings several major improvements over its predecessor. GA4 is designed to better meet the current needs of digital marketing and tracking user interactions across multiple devices and platforms.

Key features of GA4

1. Event-driven tracking model
   • Unlike GA3, which primarily focused on tracking visits and sessions, GA4 moves to an event-driven model. This means that each user interaction (click, page view, purchase, etc.) is tracked as a separate event. This approach provides more detailed and flexible analytical capabilities.
2. Better tracking across devices and platforms
   • GA4 is designed to better track users across devices and platforms. This allows us to better understand the user journey from first contact to conversion, whether it’s a website, mobile app or other digital environment.
3. Predictive analytics
   • GA4 offers predictive metrics that use machine learning to predict future user behaviour. These predictions can help, for example, in identifying likely customers or estimating sales.
4. A simpler and more intuitive interface
   • GA4 delivers a redesigned user interface that is clearer and more intuitive. This makes working with data and creating reports easier and more efficient.
5. Better privacy protection
   • Given the growing emphasis on privacy, GA4 brings several improvements: it does not store IP addresses and supports Google Consent Mode v2, so measurement respects visitors’ cookie consent.

How to set up GA4 so that it gives you useful data?

1. Check the basic settings
   • Make sure tracking runs on every page, extend data retention from the default 2 to 14 months and exclude internal traffic.
2. Set up key events
   • Mark form submissions, clicks on your phone number or e-mail, and purchases as key events (formerly conversions). You will see what your website really brings you.
3. Train your team
   • Make sure your team understands the GA4 interface and can find what it needs. Google’s free courses and a short internal training session help.
4. Customise your reports
   • Adjust the default GA4 reports to your goals and link GA4 with Search Console and Google Ads so that your data is in one place.

Conclusion

Today, GA4 is the only version of Google Analytics, and when set up properly it provides deep insight into visitor behaviour. It is worth investing the time – the setup of tracking, key events and cookie consent decides whether the data will be truly useful.

If you have any questions or need help setting up GA4, don’t hesitate to contact us. Our MindBe team is here for you, ready to help you set up tracking and give you a detailed introduction to everything GA4 has to offer. We’re here to help you make the most of analytics tools for your business.

The MindBe Team