In October 2020, Google Burkina Faso Email List the release of Google Analytics 4 (previously called App + Web), touting it as an analytics tool that provides smarter insights than Universal Analytics to improve ROI as marketing continues. digital is moving towards a world without third-party cookies . After such an announcement, the first question any web marketing specialist asks is: “What is the direct impact on my work?” The switch to Google Analytics 4 is bound to change the way we use Google Analytics. The good thing is that we have time to prepare for it: Google has yet to start talking about the expiration date of Universal Analytics.

So there is no need to panic. Taking the time to understand how your data works in GA4 now will save you time and headaches down the road. The first step with Google Analytics 4 is to set up your data feed. In the Administration section of Universal Analytics, it is possible to upgrade your current property / version to Google Analytics 4. If you choose to update your property, you will need to use the gtag tracking tag. Upgrading to GA4 will create a new property for tracking that starts with G-. In order for the Universal Analytics property to continue to function while you take your marks with the new GA4 interface, it is imperative that you have both tracking tags working on your site. This is the key to continuing to use Universal Analytics.

Set up your first data flow

After creating the GA4 property, you will need to connect a data stream to it. If you are tracking both site and app traffic, you can add both data feeds to a single report. If you are only using GA4 for one website, you will only need to create one data feed for that site. By default, Google Analytics 4 will measure pageviews, scrolling, outgoing clicks, site search, video engagement, and file downloads. Once you’ve created a data feed, Google will give you full ownership and code to install on your site. Remember that your Universal Analytics code must be active on the site, or through Google Tag Manager, for data to flow to both versions of GA.


Once your new tracking code is installed on the site, navigate to the real-time report to confirm the arrival of the data. GA4 combined all the old individual reports in real time into one mega report. The other two big changes are about events and conversions: Google Analytics 4 focuses on engagement first and foremost, so all user activity, including pageviews, is tracked as events. The second change concerns the conversions section. The important actions that we’re used to tracking as goals are now all called conversions. Google has also increased the number of conversions you can track to 30.

Edit your events in GA4

Even if the number of conversions you can follow increases, you will still need to be smart about the events you follow. Google has also thought about this and added one of the most interesting features of GA 4: you can now customize and edit events right in the Analytics interface. The ability to customize and create events directly in GA4 means you are less dependent on event tracking tags in Google Tag Manager. When you access the events menu, by clicking on “All events”, you will see the standard Google Analytics 4 events, as well as the buttons at the top of the screen that allow you to modify an existing event or to create one. a new.

The menu also features easy to use sliders that turn any event into a tracked conversion. While every click on your site is important, only a few clicks should count as conversions. This is where changing events becomes essential. You can set up new events that only count certain clicks. To do this, first click on the “Create event” button. You will then give the event a new name and the conditions for that event. Since all pageviews in GA4 are considered events, you can create an event for “page location” and then put the name of the page you want to track.

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