# What is Google Analytics 4 and should you be upgrading to it? Author: Pal Sinha, Barnali Author URL: https://financedigest.com/author/pal-sinha-barnali Published: 2021-02-15 Category: BUSINESS Category URL: https://financedigest.com/category/business Meta Title: Should You Upgrade to Google Analytics 4? New Features and Meta Description: Discover the differences between GA4 and Universal Analytics, including new layouts, machine learning insights, and event-based tracking. Learn more here! URL: https://financedigest.com/what-is-google-analytics-4-and-should-you-be-upgrading-to-ithtml ![undefined](https://prod.superblogcdn.com/site_cuid_cm5qst7v3003gwirgwqtxn8i8/images/untitled-design-19-1736838575059-compressed.jpg) _By **Joe Friedlein,** is founder and MD of_ [_Browser Media_](https://browsermedia.agency/) _, an SEO and digital marketing agency._ Over the past month or so, you might have received an email asking you to sign up to GA4, or upon logging into the Analytics platform, you may have noticed a prompt to upgrade when viewing property settings. GA4 is the new version of Google Analytics and effectively it’s an expansion and rebranding of the [App + Web property available with Universal Analytics](https://www.blog.google/products/marketingplatform/analytics/new-way-unify-app-and-website-measurement-google-analytics/). It is now available to everyone and is the default version for new properties. It’s also very different to the platform we’re used to. The [way user data](https://www.financedigest.com/four-ways-data-and-ai-can-transform-financial-services.html "Four ways data and AI can transform Financial Services"), views and filters are handled is completely new, but what feels most unfamiliar is the interface. It may take a little time to understand the new layouts and features. To be clear, this isn’t like when they change up the aisles in your regular supermarket, and you’re annoyed at first but a week later you’ve forgotten what it used to be like. The shift is much more significant which is probably why Google is giving us plenty of [time to adapt](https://www.financedigest.com/adapting-payments-to-reassure-consumers-and-safeguard-profitability-during-times-of-uncertainty.html "Adapting payments to reassure consumers and safeguard profitability during times of uncertainty"). **How is GA4 different to Universal Analytics?** Alongside new layouts and reporting, GA4 uses machine learning to [deliver new insights](https://www.financedigest.com/research-delivers-insight-into-the-global-polymer-surfactants-market-during-the-period-2021-2029.html "Research Delivers Insight Into The Global Polymer Surfactants Market During The Period 2021-2029"). The new data modelling feature makes use of AI to [fill any gaps](https://www.financedigest.com/analysis-energy-hungry-europe-cant-look-to-u-s-shale-to-fill-any-opec-gap.html "Analysis-Energy hungry Europe can’t look to U.S. shale to fill any OPEC gap") in data where the existing version of GA may have been blocked by cookie-consent rules. In terms of everyday usage though, these are [probably the more notable changes:](https://www.financedigest.com/the-automation-control-system-market-to-see-through-the-probable-sea-change-through-digitization.html "The Automation Control System Market to see through the probable sea change through digitization") -       No view filters – instead, filters are [created and applied inside your reports](https://www.financedigest.com/probiotic-soda-market-product-innovation-by-live-soda-and-lifeway-foods-to-create-exciting-growth-opportunities-reports-by-fact-mr.html "Probiotic Soda Market: Product Innovation by LIVE Soda and Lifeway Foods to Create Exciting Growth Opportunities, reports by Fact.MR") -       Audiences can be created based on a combination of dimensions, metrics and events -       It’s possible to customise reports by changing the dimension, adding comparisons and adjusting the attribution model -       Attribution can be changed as you view reports The way conversions are set up and tracked has also been altered. For a start, there is no such thing as a ‘goal’ anymore. GA4 works on event-based tracking only; everything is an event, even a page view. **Do I need Google Analytics 4?** The simple answer is that for most people, there really is no need to rush to GA4 anytime soon. If you’re a [global brand](https://www.financedigest.com/the-financial-times-opts-to-partner-with-brand-metrics-for-brand-lift-measurement-globally.html "The Financial Times opts to partner with Brand Metrics for brand lift measurement globally") with both a website and an app, or if you’re just keen to take advantage of some of the new, more advanced features, then it might be slightly higher up your list of priorities. Either way, it doesn’t look as if the current version of [Google Analytics is disappearing any time](https://www.financedigest.com/google-wants-to-use-ai-to-time-traffic-lights-more-efficiently.html "Google wants to use AI to time traffic lights more efficiently") soon. Google hasn’t yet announced an expiration date for the Universal Analytics version, and what’s handy is it allows you to run the new GA4 property alongside your current Universal Analytics without fully migrating. In fact, even if you are completely taken with the new GA4, we’d [strongly recommend still sending data](https://www.financedigest.com/global-shares-slide-dollar-gains-as-rates-rise-on-strong-data.html "Global shares slide, dollar gains as rates rise on strong data") to your existing GA property. Not only does this give you time to adjust to the new interface, reports and features, but it’s quite essential as any new GA4 property you create will essentially be empty. If and when you do upgrade to GA4, it will create a new website property in your account, but it won’t replace your existing properties or views. **How to create a GA4 property** There are two types of people. Those who eagerly [check out the latest](https://www.financedigest.com/why-is-demand-for-fertilizer-fillers-high-in-asia-pacific-region-check-latest-study.html "Why Is Demand For Fertilizer Fillers High In Asia Pacific Region : Check Latest Study") version of Google tools and platforms as soon as they’re available, and those who keep clicking ‘take me to the old version’ until one day it is no longer an option, and they’re filled with regret over their lack of discipline. If you fit into the former camp and keen to set up a new GA4 property, here’s how to go about it: 1. Click on ‘Admin’ in the left-hand sidebar 2. In the ‘Account’ column, check the right account is selected 3. In the ‘Property’ column, select the Universal [Analytics property currently collecting data](https://www.financedigest.com/the-importance-of-data-analytics-for-success.html "The Importance of Data Analytics For Success ") for your site 4. In the ‘Property’ column, click GA4 Setup Assistant 5. Under ‘I want to create a new Google Analytics 4 property’, select ‘Get Started’ 6. Click ‘Create Property’ GA will now create your new Google Analytics 4 property, copying basic [data such as the property](https://www.financedigest.com/simplifying-home-insurance-through-property-characteristics-data.html "Simplifying home insurance through property characteristics data") name, URL, time zone, and currency from your Universal Analytics property. Once you’ve successfully connected, you should see this: It can take up to 30 minutes for data to begin appearing, but by clicking on the Real-time report in the menu, you can check to [see if this is working](https://www.financedigest.com/eu-sees-more-work-ahead-to-implement-russian-oil-price-cap.html "EU sees more work ahead to implement Russian oil price cap"). Though Google isn’t forcing anyone to make the switch straightaway, it is encouraging users to adopt GA4, and will no longer be investing in the current version of GA. It’s definitely not something worth panicking about but do make an effort to familiarise yourself with the new version sooner rather than later as it takes some getting used to. --- This blog is powered by Superblog. Visit https://superblog.ai to know more. ---