In October, Google announced the most significant change to Google Analytics ever: Google Analytics 4.
There is a lot to learn with large updates and it’s natural to wonder how this will affect your job or business.
While we’ve not heard any indication that traditional GA will be going anywhere anytime soon, new properties now default to GA4. This is a strong sign that learning Google Analytics 4 is worth prioritizing.
In this complete guide, you’ll learn everything you need to know to get started with Google Analytics 4:
In short… a lot.
GA4 uses a significantly different data structure and data collection logic.
Now, everything is built around users and events — not sessions, as we’ve been used to.
An events-based model processes each user interaction as a standalone event.
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This change is significant because historically we relied on a session-based model which grouped user interactions within a given time frame.
Moving the focus from sessions to events provides major benefits to marketers such as cross-platform analysis and an enhanced capacity for pathing analysis.
By moving to an event-based model, GA4 is more flexible and better able to predict user behavior.
This is the big question – do you need to switch to Google Analytics 4 right now?
Short answer: yes.