Google Analytics & GA4

Google Analytics 4 will replace Universal Analytics (UA) in 2023. Has your business made the change? If not, now is the time to begin that process. We provide access to data and analytical experts to help support and empower your marketing teams to confidently plan strategies, get to know target audiences, and tailor propositions. Most businesses have analytics set up but are you maximising its value? Can you trust the data?

Marketing Analytics

Marketing analytics is essential for businesses that want to succeed in today’s data-driven marketing landscape. By measuring, managing, and analysing marketing performance data, businesses can improve their marketing strategies, increase their ROI, and stay ahead of the competition. The PHA Group insights team supports clients of all shapes and sizes, to not only set up Google Analytics, but also to ensure it is adding value through correct measurement parameters that work for your business, and provide training and support to ensure different teams, with differing experience, can find and use the required data effectively.

Google Analytics 4 (GA4)

Google Analytics 4 (GA4) is the next generation of analytics service from Google that enables users to measure traffic and engagement across websites and apps. As of July 1st 2023, Universal Analytics properties will stop processing new data, and be replaced by GA4 only.

GA4 is a new property type designed to track websites and mobile apps simultaneously, and it provides more detailed insights into user behaviour and engagement. It collects event-based data from both websites and apps, and it enables cross-platform analysis and greater capacity for path analysis.

GA4 offers a more comprehensive and user-centric approach to analytics, making it a valuable tool for businesses looking to improve their digital marketing efforts, improve UX, and inform marketing strategies and channel mix.

Get in touch to discuss your GA4 requirements:

Insights provide you access to the data and analytical skills that will empower your team to showcase their work to the wider business, allowing them to constantly learn, improve and make better-informed decisions. This means you can confidently plan marketing strategies, get to know your audience better, and tailor your product offering.

What's changed since Universal Analytics?

GA4 and Universal Analytics (UA) are two different versions of Google Analytics, with some key differences in terms of functionality and capabilities:

  • GA4 has a completely different data model than UA. Instead of sessions and pageviews, GA4 uses events and parameters. This allows for a more flexible and customisable approach to tracking user behaviour.
  • GA4 is designed to track user behaviour across multiple devices and platforms, including mobile apps and web browsers. UA, on the other hand, is primarily focused on tracking website data.
  • Rather than being almost entirely last click attribution, GA4 brings different attribution models front and centre so, depending on the context you might be using, you can understand first click, last click, or data driven attribution models.
  • Because of the more versatile measurement model you can make it fit a far wider range of online businesses. UA was decent for content websites and ecommerce but what if you had a single page web app or an online game? GA4 makes it far easier to build a measurement plan to suit your business
  • Extension of that is GA4 enables you to customise the interface so you can hide any reports you don’t use or even create new ones. Streamline your reporting and data mining.
  • Then there is the Explore section (custom reports). We only used to have funnels for Shopping or Checkout behaviour, now you can build them for any sequence of interactions even if they happened across multiple sessions. The Explore section really puts the “Analysis” back in Analytics