Google’s Universal Analytics (UA) is no more. If you haven’t already, you’ll need to set up any websites or apps as new ‘properties’ in GA4 – you can find out how to do that here.
You might be wondering, ‘why has Google Analytics changed?’ and ‘how does GA4 compare to the previous tracking tools?’ With users demanding more control over the data they share online, Google has changed how they collect and monitor data to keep both users and marketers happy.
In terms of what’s changed, there is lots to consider. We’ve outlined the key differences to give you a better understanding of how GA4 works.