An Overview of Google Analytics 4

Changes and more changes. This is how the online world works. And this change that we will talk about next, is fundamental and necessary.


Overview of Google Analytics 4


Google Analytics 4 (GA4) is the new version and generation of Analytics properties, what was previously called Web + App. If you already have a Web + App property, you're in luck because you won't have to configure anything new (just learn the new GA4 features). But if you don't have it, we recommend that you activate it, since Google will stop updating the Universal Analytics type properties and will only spend time and effort updating those of GA4.  In fact, Google itself speaks of GA4 as "the future of measurements", so we must not be left behind.

What is GA4 and What are Its News?

Below we list what are the great news concerning the old version.


  1. Now application data can also be integrated. The great novelty compared to the previous version is that it combines application data with those of the website (Web + Apps)
  2. Less dependency on cookies. As you already know, nowadays a user must give their consent to all cookies to be able to track their behaviour on the website. This new version of GA aims to lower the level of dependency on cookies thanks to the use of machine learning. In this way, it is intended to record events or conversions without the user's explicit consent. This is Google's solution to get ahead and improve the conditions of analytics after the “war” unleashed with privacy and how difficult it is to collect new data.
  3. Scalability. This new version has been designed with the future in mind and finding the most stable way to measure user behaviour, analyzing it completely and globally, without dividing it into sessions, devices or platforms as before.
  4. Everything is event-based. GA4 properties are based on a more flexible model, measuring events and obtaining more accurate reports of each interaction by the user (not in sessions grouped in a certain time as before). In this new model, each interaction is sent to GA as an independent event.
  5. Forget about the "objectives". They are now called "conversions." Also, before GA allowed you to configure 20 conversions, and now they have expanded them to 30. It is important to note that GA4 only allows you to configure conversions based on events, automatically tracking some of them. But, to track more specific events, you need to enable enhanced metering.
  6. Look change. The data are presented in a more graphic and combined way, making the first interpretation of them easier. In Google Analytics 4, you can find an overview section that shows relevant data using widgets that allow you to access the information. Link sharing and PDF download for certain reports (not real-time) are available in both UA and GA4.
  7. Audiences welcome! This is one of the features that will interest you the most if you also run campaigns in Google Ads. User data in GA4 can be used to create audience lists and link them to your Google Ads account, making targeting for your ads easier and more accurate. You can also create audiences from certain events being able to segment your campaigns according to.
Download Guide to Google Analytics 4 Events Tracking

And How Do I Configure a GA4 Property?

Basically, there are 3 ways to do it.

  1. If you already have a Web + App property, it will be updated automatically.
  2. Through the "Upgrade to GA4" button. If you enter the "Administration" tab, you will see an "Upgrade to GA4" button. Click on it and you're done. It is important to note that it does not imply losing the property that we used previously and that no data will be lost. Our recommendation is that you do not delete the old property (since it will continue to collect data in parallel and thus you will not lose your history) and create a new one (Add new on-page tag).
  3. If you do not see the "Upgrade to GA4" button, you must create a new property. When you click on it, click on the third option "Apps + Web" and fill in all the information that the tool asks for the site that you need to create the account.

If you have any type of doubt about the configuration of GA4, remember that you can count on our advice. We will be delighted to help you!