Understanding Google Analytics 4: Why You Need to Make the Switch

A Guide to Google's Latest Web Analytics Service and How to Sync Your Data with MovingLake

Google Analytics 4 (GA4) is the latest iteration of Google's web analytics service, and it is now being heavily promoted by the search giant. In this article, we'll take a look at why Google is pushing everyone to this new product and away from Google Analytics Universal (GAU), and how MovingLake's connector can help you sync GA4 data into your data warehouse or data lake.

What is GA4?

GA4 is the next generation of Google's web analytics service, designed to provide better insights into user behavior across multiple platforms and devices. GA4 is built on a new data model that allows for more flexible and detailed reporting, with an emphasis on machine learning and predictive analysis.

Why Make the Switch?

1. Comprehensive tracking capabilities: GA4 offers more comprehensive tracking capabilities for cross-platform and cross-device activity. This is becoming increasingly important as users interact with websites and apps on a variety of devices, from smartphones and tablets to desktop computers and even smart TVs. With GA4, you can track user interactions across all these devices and platforms, providing a more complete picture of how users engage with your content.
2. Phase-out of GAU: Google is phasing out GAU. GAU has been around for over a decade, but it was built on an outdated data model that made it difficult to track user behavior across multiple devices and platforms. With GA4, Google is introducing a new data model that is more flexible and scalable, making it easier to track user behavior across all devices and platforms.

Transitioning to GA4

If you're currently using GAU, you'll need to start thinking about transitioning to GA4 soon. Google has not announced an exact date for the phase-out of GAU, but it's likely to happen in the next few years. Transitioning to GA4 will require some work, but it will ultimately provide better insights into user behavior and help you make more informed decisions about your marketing strategy.

Syncing Your Data with MovingLake

MovingLake is a data integration platform that helps businesses collect, store, and analyze their data from multiple sources. MovingLake's GA4 connector allows you to easily sync your GA4 data into your data warehouse or data lake, providing a centralized location for all your data. This makes it easier to analyze your data and gain insights into user behavior, which can help you make more informed decisions about your marketing strategy.

Conclusion

GA4 is the future of web analytics, and Google is pushing everyone towards it for good reason. With its new data model and comprehensive tracking capabilities, GA4 offers better insights into user behavior across multiple platforms and devices. If you're currently using GAU, it's time to start thinking about transitioning to GA4. And if you're looking for an easy way to sync your GA4 data into your data warehouse or data lake, check out MovingLake's GA4 connector.