Google Analytics is drastically changing

Google Analytics 4 is the single most radical GA update in its twenty-year existence.

The changes Google has made on the back end are so far-reaching that it has had to revamp the whole user front end, too. In effect, we need to approach this as if it were a completely new tool. That's why it's important to get to grips with this change as soon as possible because GA4 is the future. Both the business and technical eco-environment are heavily affected by this mandatory Google update, but what to expect? Business summary Google Analytics is about to change - drastically.

After two decades, Google Analytics has reached the end of the line, and Google will soon be releasing its successor. This new version is already available as a beta. Google Analytics 4 will be merging app analytics and web analytics into a single package. But there's much more to this beta release than merely taking an all-in-one approach to analytics. Lift the bonnet (or hood, depending on your linguistic inclination) and you'll see what we mean.

Google will be switching to a new data model, which means any organizations already using Google Analytics will also have to move with the times.

Currently, Google hasn't announced a timeline for the change, but speculations are rife. The beta version allows organizations to learn, prepare, plan and capitalize on all the great new features.

Technical summary Google is about to release a totally revamped data model for Google Analytics, previously known as App + Web and currently available in Beta as GA4. We're already somewhat familiar with this model from Firebase Analytics, which is already available for apps.

Long story short: It's a big shift away from the current Universal Analytics model. The switch to GA4 will give Google Analytics not only a brand-new interface, but also a dazzling array of new data collections. Google Analytics 4 has an entirely new data layer, and this will have several major implications.

For starters, you'll have to rebuild your system and reports, and your analysts will have to get to grips with the new interface and data model as quickly as possible. The new data model means Universal Analytics data and Google Analytics 4 cannot be combined and thus year-over-year analysis will become very inconvenient, but not impossible.

What now?

To understand the major impact Google Analytics holds for your business, we will start sharing sound bites in our newly setup blog series focused on the impact of GA4, what roles are affected and how your organization can prepare for this major upcoming change. So, start early. Don't let this catch you by surprise! Follow the blog series by following us on our socials, contact us or start reading our GA4 Whitepaper!