Users of Google’s free Universal Analytics (UA) tool will finally be forced to make the switch to Google Analytics 4 (GA4) by July 1st this year. For many, this will be a period of uncertainty. The new configuration, reports, data models, and the unavoidable learning curve that needs be traversed to make sense of any of it may quickly become a headache for casual users.
We have been running GA4 accounts in parallel with the UA version for each of our clients for some time now. Much like everyone else, we often found ourselves consulting the documentation and various forums as we worked out how best to implement the new version on a case-by-case basis.