Why You Need to be on Google Analytics 4 Now

Laura Caveney
29th August 2022

Come July 2023, Google Analytics 4 will be the standard. But many marketers are asking, should I switch now? We show you exactly why you need to set up your GA4 account now. 

Google Analytics is the must-have tool when it comes to website analytics. 

It can help you better understand activity on your website including how users engage with your content and your marketing campaigns. 

But it does have its limitations. 

Related: Limitations of Google Analytics

And, as the marketing world and its technology continue to evolve, Google is left trying to catch up. 

In this blog, we’ll go through: 

Let’s get started. 

🚀 Pro Tip

Want to know how to upgrade your marketing data? Check out how Ruler can improve the data you have access to in Google Analytics.

Benefits of integrating Ruler and Google Analytics

Why do we need Google Analytics 4? 

Technology is evolving rapidly. That rapid pace affects marketing too. 

How we buy and make purchasing decisions is constantly changing. And as our buyer journeys get more complicated, Google is left trying to keep Universal Analytics ticking over. 

But the simple truth is this. 

Universal Analytics gives basic analytics to websites and businesses that don’t need in-depth website data. 

Related: Key differences between Universal Analytics and Google Analytics 4

Google Analytics 4 promises flexibility and robustness when it comes to effectively tracking users across multiple platforms. 

It will also put machine learning and AI at the forefront of its technology. 

So, while we’re all familiar and comfortable with Universal Analytics, GA4 promises some extensive tools and features that will support marketers and businesses to better analyse their data and performance. 

Why is there a crossover between Universal Analytics and Google Analytics 4? 

GA4 was implemented in May 2022. But, the sundown of Universal Analytics isn’t due until 2023. 

Why is this? 

Well, it looks like they’re still working on some snags in GA4. 

Plus, there’s a lot of safety in introducing a new app as opposed to just updating a pre-existing one and then it breaking. 

 This crossover gives us time to plan. 

So, make sure you do the following: 

By doing these two tasks early, you can ensure you won’t lose any old data. 

Advantages of Google Analytics 4

Whether or not you’re sold on GA4 yet is irrelevant, as it’s coming. 

So we’d advise you to check out some online learning courses that can help you understand how the tool works. 

Remember, Universal Analytics and Google Analytics 4 work very differently. 

Chances are, you will need to freshen up your skills. 

But once GA4 is set up correctly, there are a few benefits you stand to benefit from: 

Cross-platform and cross-device tracking 

This is a big one. With GA4, you’ll be able to more effectively track full customer journeys across platform and device. 

Advanced analytics

One of the main limitations of Universal Analytics was its reliance on simple reports. GA4 allows deeper analysis of user behaviour. 

🚀 Pro Tip

You need to know what impact your marketing is having. Here’s exactly how to track your conversions in Google Analytics.

You can also create individual funnels that can be customised based on segments and interactions. 

Free BigQuery data export

Previously, this feature was only available to paying customers on Google360. 

Offering this out to all GA4 users means you can use Google Analytics as a basis for your own CDP. Plus, you can work with machine learning models. 

Upgraded audience builder 

Finally! What you’ve all been waiting for. Audience builder is upgraded meaning you can now build segments based on interactions. 

Machine learning 

Google Analytics 4 will offer out-of-the-box AI, meaning that machine learning will be at your fingertips for better data analysis. 

Why switch to Google Analytics 4? 

Ideally, you will have set Google Analytics 4 up prior to July 2022. 


Because that means you’ll get one whole year of data to use as historical data ahead. 

If you haven’t already set it up, then do it now. 

It’s so easy to do! 

Make sure you’re set up before December to at least have all of your 2023 data. 

How to set up Google Analytics 4 

Follow these easy steps to set up GA4. 

You’ll need to create a GA4 property within your existing property to collect data in parallel with your Universal Analytics property. 

This won’t impact your current Universal Analytics property at all. 

  1. In Google Analytics, click Settings Admin (lower left).
  2. In the Property column, select the Universal Analytics property that currently collects data for your website.
  3. Then, click GA4 Setup Assistant.
  4. Click Get started under I want to create a new Google Analytics 4 property.

If your site uses the gtag.js tag,g you can Enable data collection using your existing tags. 

If your site doesn’t support the gtag.js tag then you’ll need to add the tag yourself. 

For more info on setting up Google Analytics 4, read more here.

Remember, the sooner you get set up the better! 

Keep an eye out for more content on GA4 and how you can get ahead by signing up to hear more from us.