Google Analytics has been around for several years and many businesses enjoy the benefits of this free analytics platform. A few years back Google released its most recent version which is called Google Analytics 4.
GA4 is event-based instead of session-based like Universal Analytics. With GA4, the concept of a session as traditionally understood is no longer applicable. All actions, from the beginning of a session to a pageview, are now considered events.
The concept of views has been eliminated. Instead, Google has provided the option to create custom reports that can be accessed through the left-hand navigation in the interface, making it more convenient for users to find the data they need.
Event categories, actions, and labels are now "event parameters". Users can now assign a name to the event and include additional information about the event through the use of event parameters. The free version of Google Analytics allows for 25 different parameters per event, while the GA360 version allows for 100.
GA4 uses machine learning to detect anomalies and make insights.
Some metrics, like Bounce Rate, need to be manually added and they now measure differently. The bounce rate is the inverse of the engagement rate. A bounce is triggered when on of these conditions is not met:
- The session is less than 10 seconds (We recommend adjusting this to 30 or 40 seconds because 10 seconds is just too little)
- The user clicked on a button or link
- The user filled out a form
As of now, July 1st, 2023. We don't know if it will be extended but you should not plan on it.
Nope. That's a bummer... we know! We're also surprised that there is no way to keep that for comparison purposes. You will need to migrate your data out to a tool like Databox or Big Query.
For Google Analytics 4 properties (non-Analytics 360 version), retention of user-level data, including conversions, can be set to a maximum of 14 months. For all other event data, you can choose the length of retention: 2 months.