What is going to be different?

The biggest difference between Universal Analytics and GA4 is the measurement model that each version uses. Universal Analytics uses sessions and pageviews. A session can be made up of multiple pageviews and events.

With GA4, the measurement model is going to be based on events and parameters. The thought process here is all interactions on a dealer's website can be captured as an event. As a result, all Universal Analytics hit types will translate to events in GA4.

How has Affinitiv Advertising prepared for this?

We have built out GA4 properties for all our clients to run in parallel with your Universal Analytics properties. This allows us to start collecting data in your new GA4 account for future analysis. However, many web providers, digital retailing tools, and other lead-gen tools are still developing new events to track things from conversions to engagement limiting the ability to get a full picture of what is happening on your site in GA4. For that reason, we do recommend using Universal Analytics for your primary analysis.

What can you expect from GA4?

With GA4, Google has focused on improving customer journey tracking, user engagement analysis, more powerful audiences for your ad campaigns, intelligent user privacy and tracking features, simplified goals and event setups, and enhanced visualization and reporting.

What do I need to do?

Nothing, your Digital Account Executive (DAE) has already built out your GA4 property for you at no additional cost. To access this new property login to analytics as normal and look for the new property with "-GA4" at the end. If you do not currently have access to analytics and would like it, please reach out to your account representative, and provide the google email you would like to use. We are also developing training material to help you navigate your new GA4 property.