Google Analytics 4: Features, Gaps, and Migration Strategy

Last updated: 2024-03-11

Google Analytics 4 (GA4) is the latest version of Google's web analytics platform, designed to replace Universal Analytics, which Google is sunsetting on July 1, 2023. GA4 introduces device-based tracking across multiple devices and a new reporting interface, but lacks some Universal Analytics features such as custom views and behavior-flow reports.

Background: Evolution of Google Analytics

Google Analytics has existed since 2005 and is used by millions of websites to track visitor traffic, sources, and behavior to inform marketing improvements. The platform has been complex, especially for new users, but Google has worked to improve usability with each release.

Key Changes in GA4

Device-Based Tracking

GA4 shifts from cookies-based tracking to device-based tracking. This enables GA4 to track users across multiple devices, even when users clear cookies or use incognito mode, providing more accurate cross-device interaction data.

Data Processing and Integration

GA4 uses a streaming data architecture for near real-time data processing and analysis. The platform integrates more easily with other Google products including Google Ads and BigQuery, though Search Console integration remains unavailable.

New Features

GA4 introduces cross-device reports, attribution modelling, and audience insights not present in Universal Analytics.

New Reporting Interface

GA4 divides reporting into three sections:

Section	Purpose
Explorer	Quick identification of trends and outliers
Analysis	Deeper analysis with filtering and customization options
Reporting	Creation and sharing of customized reports

Event-Based Tracking Model

Universal Analytics tracked e-commerce hits, page view hits, and event hits separately. GA4 consolidates all tracking into a single "events" model.

Notable Gaps and Limitations

Missing Custom Views

GA4 does not support different user views with separate permission levels. Universal Analytics users who relied on view-based access control for different teams must find alternative permission structures.

Behavior-Flow Report Absence

The behavior-flow report, which tracked user navigation paths, is not available in GA4. Path exploration tools and funnels can partially replicate this data but require more manual configuration than the original report.

Data Retention Change

Data expiration changed from unlimited retention to 14 months. This represents a significant reduction in historical data availability.

Migration Recommendations

When to Upgrade

Older GA versions: Upgrade immediately. GA4's features and improvements justify migration.
Current Universal Analytics users: GA4 does not yet have all Universal Analytics features. Consider waiting until closer to the July 1, 2023 sunset deadline to allow Google time to add missing functionality, unless you need GA4's new features immediately.

Migration Strategy

Do not delete Universal Analytics setup. Run GA4 and Universal Analytics in parallel as backup.
Access GA4 setup assistant in Google Analytics Admin under Property.
Select "I want to create a new Google Analytics 4 property" and click "Get started."
Check the gtag.js checkbox only if analytics is installed via gtag.js; this automatically converts event tags to GA4 format. Do not check if using Google Tag Manager (GTM).
Create the property and install the new tracking tag on your site to begin data capture.
Complete wizard configuration and explore the new interface.

Google recommends this parallel setup approach to prevent data loss or configuration errors during migration.