Google have replaced Universal Analytics with their next-generation measurement solution, Google Analytics 4 (GA4). Over the first half of 2024, UA features will be deprecated in a gradual manner until 1st Jul 2024, at which point users will lose access to the UA interface and API.
Main Differences between UA and GA4
In GA4, every interaction is captured as an event, whereas in UA interactions are captured across different hit types such as page views, transactions and social interactions.
Ensuring a successful GA4 Migration
- Understand the Google Tag Manager (GTM) implementation
- Understand the impact of choosing between sharding and partitioning the unnested event data. This will vary depending on the size of the dataset and so a good approach is to PoC both methodologies on a day/weeks worth of data.