While the day may have come and gone without much fanfare, July 1, 2024, was a momentous day for website owners. Google officially transitioned its analytics platform from Universal Google Analytics (UA) to Google Analytics 4 (GA4).
Offering a more enhanced set of features than UA, GA4 is Google’s next-generation analytics platform. This transition to GA4 better aligned Google’s analytics service to the practical needs of website owners.
This article will cover the key differences between UA and GA4, how to integrate GA4 into your WordPress site, and how to leverage its powerful features for stronger data insights.
Users familiar with UA will quickly notice big differences in what GA4 delivers.
Event-Based Data Model: This is the core difference between the two. UA was session-based, tracking data based on pageviews and sessions. GA4 is event-based, so every visitor interaction on your site is tracked, including pageviews, clicks, scrolls, video plays, etc. This greatly benefits WordPress site owners, providing more detailed, actionable insights into user behavior than UA was able to deliver.
Enhanced Measurement: As mentioned, event-based tracking allows for much more enhanced measurement of user behavior. WordPress owners get more specifics on customers actions without additional setup needed, reducing manual setup for common interactions.
Cross-Platform Tracking: GA4 allows you to unify data from websites and apps under one property. Tracking user behavior across platforms and devices can provide a more comprehensive understanding of your customer journey and behaviors. Businesses with both mobile and web presence will find this feature useful.
Privacy-Centric Design: GA4 delivers better privacy controls through features like Consent Mode and cookieless measurement capabilities. This makes it easier for businesses to manage user consent and data retention policies.
To get started with GA4 on your WordPress site, you can create a free Google Analytics account where you can generate a Measurement ID. Then go to your site’s header.php file, locate the </head> tag, and insert the GA4 Measurement ID immediately before it.
Be careful with this manual process. Modifying theme files incorrectly can break site functionality.
A better option may be to simply use a WordPress plugin. Some options include:
Getting started with any of these plugins is simple. Install and activate the plugin. Connect directly to your Google Analytics account. Select your GA4 property. Then enable enhanced measurement (which may be automatic, depending on the plugin).
Advanced users may want to explore Google Tag Manager (GTM). GTM is a tag management system that lets WordPress site owners manage website and mobile app tags without having to directly edit your site’s code.
This offers greater flexibility for custom event tracking and also third-party integrations. For complex site setups, GTM greatly centralizes your tag management without having to modify your site’s code.
To make the most of GA4, WordPress site owners should focus on five key areas: report options, custom event tracking, conversions, explorations, and Google Search integration.
Realtime report: GA4 can provide a live view of user activity on your site, allowing you to see how users are interacting with your website as it happens, including details about location, device type, traffic source, and the content they view.
Life Cycle report: This report focuses on the visitor’s journey through acquisition, engagement, monetization, and retention. It shows how they interact with your site, what they convert on, and if they return to your site.
User report: GA4 lets you better understand the characteristics and behaviors of visitors interacting with your website. WordPress site owners gain insights into who their visitors are.
GA4 gives you the option of defining and tracking specific visitor interactions on your site that are not already automatically tracked, including custom button clicks, specific form submissions, and video progress.
This gives WordPress site owners even more granularity into visitor actions, enabling you to further optimize your site and your marketing outreach efforts. Using GTM can greatly simplify your custom event tracking efforts.
Conversions lets you set up specific events as “conversions” to help you measure performance against business goals. You can focus on key events such as newsletter sign-ups, product purchases, and contact form submissions.
Being able to analyze these events that are key to business success helps your business optimize its marketing efforts to move visitors through the sales funnel.
Explorations takes advantage of GA4’s flexibility to build out custom reports that allow for customized, in-depth analysis of your site’s data, going beyond the standard reports to uncover deeper insights into visitor behavior. Some customization examples include funnel exploration, path exploration, and segment overlap.
GA4 integrating with Google Search Console provides a comprehensive view of site performance by combining data on how users find your site with how they interact with it when they arrive. This gives you a uniquely holistic view of organic performance on your site.
To get the most value from GA4, follow these GA4 best practices.
GA4 offers an incredible set of tools for WordPress site owners. With its event-based approach to measuring visitor activity, enhanced measurement features, cross-platform tracking ability, and focus on privacy, GA4 opens up a new spectrum of powerful capabilities to help you optimize your WordPress site and increase your revenue.
Exploring and getting to know all its features is crucial to getting a better understanding of visitor behavior and driving growth from your site. If you haven’t already, sign up for GA4 and begin to explore its features.
Pressable wants to make it easy for you to take advantage of all the analytics features GA4 has to offer. We support your user experience by providing a hosting foundation that delivers unmatched speed, security, and reliability. Your site’s page loads are optimized to deliver an efficient and reliable experience to your visitors. We give you the technical confidence you need to focus your attention on uncovering new user behavior insights and generating more conversions.
Pressable—part of the Automattic family that also includes WordPress.com, WordPress VIP, and WooCommerce—is staffed by experts with the skills and knowledge to effectively manage your WordPress site. If you’re thinking about switching to managed WordPress hosting, schedule a demo to see how Pressable can support your continued optimization and growth.
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