Google Analytics 4
replaces Universal Analytics

The most important facts about the shutdown:

• Universal Analytics will expire on July 1, 2023.
• After that, users will have access to the system for at least another six months to access and export the data.
• All Universal Analytics 360 properties will expire on October 1, 2023.
• Users who set up their website with Universal Analytics before October 14, 2020 will be affected by the shutdown.
• It is important to switch to a suitable analytics tool early!
   

What is Universal Analytics?

Universal Analytics is web analytics software from Google that can be integrated not only on websites, but also in apps and digital devices. The tracking code is implemented on each individual page that is to be tracked. This web analytics software is free in the basic version and is one of the most widely used web analytics tools worldwide. It enables the recording and analysis of all website visitors who are on the website.

Why Google Analytics 4?

The big advantage of Google Analytics 4 is that you can collect both web data and app data with one platform in one account. This makes it easier to collect user data across different channels. By using machine learning models, Google Analytics 4 can calculate traffic data and visitor behavior much more efficiently. Data protection functions such as IP anonymization are available without any additional settings.

Other interesting functions of GA4:

• The new GA4 enables the collection of data even without cookies.
• Standard events, such as downloads or scrolling behavior, do not require any extra configuration in Google Tag Manager or implementation by a developer.
• Funnels can be created ad hoc and now also refer to historical data.
• The data-driven attribution model, which was previously only available in Google Analytics 360, is now available for free.
• Cross-device tracking is easier to implement with GA4. This makes it even easier to track the user journey.
• The user journey can now also be analyzed from the end, for example from the exit page to the entry page. This makes it easier to draw conclusions about the behavior of website visitors.
• Good interaction with other Google services, e.g. a simplified big query export, makes it easier to use.
• The basic version of Google Analytics 4 is free of charge.

Of course, there are also some disadvantages that should not be ignored. For example, the data view function has not yet been implemented, which is particularly disadvantageous for international websites with many different languages. There are also very few filters, such as a filter to exclude internal traffic. Errors also occur when using the interface or when outputting data.

What do you need to consider now?

Google recommends switching over as soon as possible in order to be able to collect data in Google Analytics 4 now. However, as it is not possible to migrate the data from Universal Analytics to Google Analytics 4, it is justified to consider changing the entire tracking system. Alternatives such as Matomo and Co. are often mentioned, as these tracking solutions can also collect data in compliance with data protection regulations.

What is Matomo?

With a market share of 14.6 percent in Germany, Matomo is one of Google's biggest competitors. The advantages of Matomo are, for example

• Since Matomo has to be self-hosted, complete control over tracking data is secure.
• Matomo can also be operated without cookies.
• It offers a clear and uncluttered user interface.
• Matomo tends to be blocked less often by adblockers.
• The system is also free of charge.