In our latest RPS webinar, we took a look at the newest Google Analytics property, Google Analytics 4. Check out the recording of the webinar and our recap below to learn more.

In case you haven’t heard, Google Analytics is sunsetting the Universal Analytics (UA) property on July 1, 2023. The replacement is Google Analytics 4 (GA4), which will include updates as well as new features to help you understand how visitors use and interact with your website. 

Percentage of websites using Universal Analytics vs those that have migrated to Google Analytics 4

Before we dive too deeply into GA4, it’s important to note that this is not an automatic update. If you haven’t created and activated your GA4 property prior to July 1, you will have a gap in data. According to stats collected through Builtwith, as of April, approximately 28 million live websites were using the UA property, which means only about 9 million had migrated to GA4. That means millions of websites need to make the move to GA4, or they will risk losing valuable data after the UA sunset date.

What is Google Analytics? 

Data - Analytics - Solutions

Why Sunset Universal Analytics?

Manu using a computer

Google Analytics 4 to the Rescue!

Google Analytics 4 is on the horizon

How will it help?

Changes in Metrics

Of course, there are some differences between the metrics you can track in UA and GA4. Let’s take a look at some. 

User Metrics

In UA, there are two user metrics, Total Users and New Users. In GA4, you have three:

Google Analytics 4 Dashboard showing two of the three user metrics: Users and New Users


Views in Google Analytics 4

Bounce Rate vs Engaged Sessions

Event Count

Real Time Event Counts


The Benefits of Google Analytics 4

What are the Steps for Migrating to Google Analytics 4?

In order to avoid losing valuable data regarding your website and how visitors interact with it, you need to make sure your site is migrated now. This will allow plenty of time to make sure GA4 is tracking as it should to ensure no data gaps once July 1 arrives. This process involves creating your new GA4 property and connecting it to your website so the data collection can begin. 

If you need help with this process, contact us! Our team is ready to help so you don’t lose the data you need to understand your customers and make better decisions about your marketing. 

Categories: News from RPS