{"id":1144,"date":"2022-06-29T11:51:55","date_gmt":"2022-06-29T06:21:55","guid":{"rendered":"https:\/\/easyinsights.ai\/?p=1144"},"modified":"2025-04-17T12:10:25","modified_gmt":"2025-04-17T06:40:25","slug":"a-swift-movement-from-google-universal-analytics-to-googleanalytics4-ga4","status":"publish","type":"post","link":"https:\/\/easyinsights.ai\/blog\/a-swift-movement-from-google-universal-analytics-to-googleanalytics4-ga4\/","title":{"rendered":"A swift movement from Google Universal Analytics to Google Analytics 4(GA4)"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 7<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"504\" src=\"https:\/\/easyinsights.ai\/wp-content\/uploads\/2022\/06\/UAvsGA4-1024x504.png\" alt=\"UAvsGA\" class=\"wp-image-1165\" srcset=\"https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/UAvsGA4-1024x504.png 1024w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/UAvsGA4-300x148.png 300w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/UAvsGA4-768x378.png 768w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/UAvsGA4-940x462.png 940w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/UAvsGA4-345x170.png 345w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/UAvsGA4-525x258.png 525w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/UAvsGA4-720x354.png 720w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/UAvsGA4-626x308.png 626w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/UAvsGA4-317x156.png 317w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/UAvsGA4-484x238.png 484w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/UAvsGA4-665x327.png 665w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/UAvsGA4-541x266.png 541w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/UAvsGA4-813x400.png 813w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/UAvsGA4-455x224.png 455w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/UAvsGA4-340x167.png 340w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/UAvsGA4-293x144.png 293w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/UAvsGA4-267x131.png 267w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/UAvsGA4-195x96.png 195w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/UAvsGA4-50x25.png 50w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/UAvsGA4-60x30.png 60w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/UAvsGA4.png 1470w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 ez-toc-wrap-center counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Jump ahead to:<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"#\" data-href=\"https:\/\/easyinsights.ai\/blog\/a-swift-movement-from-google-universal-analytics-to-googleanalytics4-ga4\/#1_Introduction\" >1. Introduction:<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"#\" data-href=\"https:\/\/easyinsights.ai\/blog\/a-swift-movement-from-google-universal-analytics-to-googleanalytics4-ga4\/#2_How_are_they_different_Focus_%E2%80%93_Data_Processing\" >2. How are they different? Focus &#8211; Data Processing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"#\" data-href=\"https:\/\/easyinsights.ai\/blog\/a-swift-movement-from-google-universal-analytics-to-googleanalytics4-ga4\/#3_What_are_the_fundamental_differences\" >3. What are the fundamental differences?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"#\" data-href=\"https:\/\/easyinsights.ai\/blog\/a-swift-movement-from-google-universal-analytics-to-googleanalytics4-ga4\/#31_Traffic_calculations\" >3.1. Traffic calculations<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"#\" data-href=\"https:\/\/easyinsights.ai\/blog\/a-swift-movement-from-google-universal-analytics-to-googleanalytics4-ga4\/#32_Engagement_metrics_calculations\" >3.2. Engagement metrics calculations<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"#\" data-href=\"https:\/\/easyinsights.ai\/blog\/a-swift-movement-from-google-universal-analytics-to-googleanalytics4-ga4\/#33_Event_count_calculations\" >3.3. Event count calculations<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"#\" data-href=\"https:\/\/easyinsights.ai\/blog\/a-swift-movement-from-google-universal-analytics-to-googleanalytics4-ga4\/#34_Conversion_count_calculations\" >3.4. Conversion count calculations<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"#\" data-href=\"https:\/\/easyinsights.ai\/blog\/a-swift-movement-from-google-universal-analytics-to-googleanalytics4-ga4\/#4_Final_thoughts\" >4. Final thoughts<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"#\" data-href=\"https:\/\/easyinsights.ai\/blog\/a-swift-movement-from-google-universal-analytics-to-googleanalytics4-ga4\/#Bonus_Read_How_EasyInsights_works_with_Raw_GA4_Data_for_Data_Activation_and_Enrichment\" >Bonus Read: How EasyInsights works with Raw GA4 Data for Data Activation and Enrichment<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1_Introduction\"><\/span>1. Introduction:<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Understanding your users and their journey provides deeper insights and helps you to get them converted with minimal effort, and this is the prime goal of marketing. Google Analytics4 enables the ability to get these insights in more depth and lets you win your users and get them converted.<\/p>\n\n\n\n<p>GA4 is built on the foundation of Web + App property to provide you with a holistic picture of your user journey across the Web and App. It solved the problem of a broken user path from the web to the app and back, that you had with universal analytics.<\/p>\n\n\n\n<p>Google Analytics4 with<em> machine learning <\/em>at its core provides you with a holistic understanding of your customers across devices and platforms. It is more focused on the user&#8217;s privacy, you can trust Analytics even if industry developments like cookie and identifier limits leave gaps in your data.<\/p>\n\n\n\n<p><strong>Universal analytics<\/strong> is more <em>data-centric<\/em>, whereas<strong> GA4 <\/strong>is more <em>insights <\/em>centric. Let&#8217;s discuss the difference between them in more detail.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2_How_are_they_different_Focus_%E2%80%93_Data_Processing\"><\/span>2. How are they different? Focus &#8211; Data Processing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Universal Analytics processes data based on hit types page hits, event hits, and social interaction hits; while GA4 processes data based on events. All the hits are now considered as events.<\/p>\n\n\n\n<p><strong>Keep in mind<\/strong>: It is important to plan your data processing focused on the method used by GA4 to avoid any hassle in your reporting.<\/p>\n\n\n\n<figure class=\"wp-block-table alignfull is-style-regular has-medium-font-size\"><table class=\"has-fixed-layout\"><tbody><tr><td class=\"has-text-align-center\" data-align=\"center\">    <strong>Universal Analytics<\/strong>    <\/td><td class=\"has-text-align-center\" data-align=\"center\"><strong>    Google Analytics 4<\/strong>    <\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">Page View<\/td><td class=\"has-text-align-center\" data-align=\"center\">Event<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">Event<\/td><td class=\"has-text-align-center\" data-align=\"center\">Event<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">Social<\/td><td class=\"has-text-align-center\" data-align=\"center\">Event<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"> Transaction\/e-commerce<\/td><td class=\"has-text-align-center\" data-align=\"center\">Event<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">User Timing<\/td><td class=\"has-text-align-center\" data-align=\"center\">Event<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">Exception<\/td><td class=\"has-text-align-center\" data-align=\"center\">Event<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">App\/Screen View<\/td><td class=\"has-text-align-center\" data-align=\"center\">Event<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3_What_are_the_fundamental_differences\"><\/span>3. What are the fundamental differences?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"31_Traffic_calculations\"><\/span>3.1. Traffic calculations<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<figure class=\"wp-block-table aligncenter\"><table class=\"has-fixed-layout\"><tbody><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>Metric<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\"><strong>Universal Analytics<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\"><strong>GA4<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\"><strong>Comment<\/strong><\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">Session<\/td><td class=\"has-text-align-center\" data-align=\"center\">&#8211; It can comprise user interactions like multiple pageviews, events, transactions etc.<br><br>&#8211; It usually ends with 30 minutes of inactivity&nbsp;<\/td><td class=\"has-text-align-center\" data-align=\"center\">&#8211; It starts with an automatically collected event called \u201csession_start\u201d.<br><br>&#8211; Session duration is calculated as the time span between first and last event.<\/td><td class=\"has-text-align-center\" data-align=\"center\">&#8211; This brings a slight difference in the definition of Session<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">Active User Calculation<\/td><td class=\"has-text-align-center\" data-align=\"center\">&#8211; Depends on the firing of interactive hit<\/td><td class=\"has-text-align-center\" data-align=\"center\">&#8211; Automatically detected<\/td><td class=\"has-text-align-center\" data-align=\"center\">&#8211; This may lead to higher active users in GA4<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">Session Counting<\/td><td class=\"has-text-align-center\" data-align=\"center\">&#8211; A new campaign starts a new session<br><br>&#8211; Hits are processed if they arrive up to 4 hours of the preceding day.<\/td><td class=\"has-text-align-center\" data-align=\"center\">&#8211; A new campaign does not begin a new session<br><br>&#8211; Events are processed if they arrive upto 72 hours.<\/td><td class=\"has-text-align-center\" data-align=\"center\">&#8211; This may lead to a lower number of sessions in GA4<br><br>&#8211; This may lead to a higher session count in GA4<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"32_Engagement_metrics_calculations\"><\/span>3.2. Engagement metrics calculations<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Bounce Rate is one of the most observed metrics in Universal Analytics. It is the percentage of sessions which has only one hit in it. This crucial metric is no longer in the GA4. But GA4 has introduced a more promising metric. i.e. Engaged Users.<\/p>\n\n\n\n<p>Engaged users are defined as the users who spend more than 10 secs. We can change the default from 10 secs to 60 secs.<\/p>\n\n\n\n<p><strong>How to change the default time of the Engaged User metric:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Click on the <strong>Gear box<\/strong> (Admin Setting) located in the bottom left pane\u00a0<\/li>\n\n\n\n<li>Move to the <strong>Data Stream<\/strong> located under the property column\u00a0<\/li>\n\n\n\n<li>Click on the \u201c<strong>More Tagging Setting<\/strong>\u201d\u00a0<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"481\" src=\"https:\/\/easyinsights.ai\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-19-at-5.02.52-PM-1024x481.png\" alt=\"Screenshot at PM\" class=\"wp-image-1159\" srcset=\"https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-19-at-5.02.52-PM-1024x481.png 1024w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-19-at-5.02.52-PM-300x141.png 300w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-19-at-5.02.52-PM-768x361.png 768w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-19-at-5.02.52-PM-1536x722.png 1536w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-19-at-5.02.52-PM-940x442.png 940w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-19-at-5.02.52-PM-345x162.png 345w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-19-at-5.02.52-PM-525x247.png 525w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-19-at-5.02.52-PM-720x339.png 720w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-19-at-5.02.52-PM-626x294.png 626w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-19-at-5.02.52-PM-332x156.png 332w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-19-at-5.02.52-PM-506x238.png 506w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-19-at-5.02.52-PM-695x327.png 695w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-19-at-5.02.52-PM-566x266.png 566w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-19-at-5.02.52-PM-851x400.png 851w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-19-at-5.02.52-PM-455x214.png 455w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-19-at-5.02.52-PM-340x160.png 340w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-19-at-5.02.52-PM-293x138.png 293w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-19-at-5.02.52-PM-267x126.png 267w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-19-at-5.02.52-PM-195x92.png 195w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-19-at-5.02.52-PM-50x24.png 50w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-19-at-5.02.52-PM-60x28.png 60w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-19-at-5.02.52-PM.png 1978w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><strong>How to find the Engagement Report in GA4?<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Move to the <strong>Report<\/strong> section in the left pane\u00a0<\/li>\n\n\n\n<li>Move to the <strong>Life Cycle<\/strong> section\u00a0<\/li>\n\n\n\n<li>Click on the <strong>Acquisition<\/strong> section of Life Cycle<\/li>\n\n\n\n<li>Move to the <strong>Traffic Acquisition<\/strong> section<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"487\" src=\"https:\/\/easyinsights.ai\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-19-at-10.53.08-PM-1024x487.png\" alt=\"Screenshot at PM\" class=\"wp-image-1160\" srcset=\"https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-19-at-10.53.08-PM-1024x487.png 1024w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-19-at-10.53.08-PM-300x143.png 300w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-19-at-10.53.08-PM-768x365.png 768w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-19-at-10.53.08-PM-1536x731.png 1536w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-19-at-10.53.08-PM-2048x974.png 2048w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-19-at-10.53.08-PM-940x447.png 940w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-19-at-10.53.08-PM-345x164.png 345w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-19-at-10.53.08-PM-525x250.png 525w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-19-at-10.53.08-PM-720x343.png 720w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-19-at-10.53.08-PM-626x298.png 626w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-19-at-10.53.08-PM-328x156.png 328w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-19-at-10.53.08-PM-500x238.png 500w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-19-at-10.53.08-PM-687x327.png 687w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-19-at-10.53.08-PM-559x266.png 559w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-19-at-10.53.08-PM-841x400.png 841w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-19-at-10.53.08-PM-455x216.png 455w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-19-at-10.53.08-PM-340x162.png 340w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-19-at-10.53.08-PM-293x139.png 293w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-19-at-10.53.08-PM-267x127.png 267w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-19-at-10.53.08-PM-195x93.png 195w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-19-at-10.53.08-PM-50x24.png 50w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-19-at-10.53.08-PM-60x29.png 60w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"33_Event_count_calculations\"><\/span>3.3. Event count calculations<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<figure class=\"wp-block-table aligncenter\"><table class=\"has-fixed-layout\"><tbody><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>Universal Analytics<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\"><strong>GA4<\/strong><\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">In universal analytics, events have parameters like category, action, and label<\/td><td class=\"has-text-align-center\" data-align=\"center\">In GA4, all the hits are considered as an event. Events have no parameters associated with it.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>The Fundamental data model difference between Universal Analytics and GA4 is because of the events. As stated above, GA4 events have no parameters like category, action, or label associated with events. It is time to rethink your data collection strategies according to the GA4 model to avoid any implementation error.<\/p>\n\n\n\n<p><strong>How to find the Engagement Report in GA4?<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Move to the <strong>Report<\/strong> section in the left pane<\/li>\n\n\n\n<li>Move to the <strong>Life Cycle<\/strong> section\u00a0<\/li>\n\n\n\n<li>Click on the <strong>Engagement<\/strong> section of Life Cycle<\/li>\n\n\n\n<li>Move to the <strong>Event <\/strong>section<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"454\" src=\"https:\/\/easyinsights.ai\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-10.44.36-AM-1024x454.png\" alt=\"Screenshot at AM\" class=\"wp-image-1161\" srcset=\"https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-10.44.36-AM-1024x454.png 1024w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-10.44.36-AM-300x133.png 300w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-10.44.36-AM-768x340.png 768w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-10.44.36-AM-1536x680.png 1536w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-10.44.36-AM-2048x907.png 2048w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-10.44.36-AM-940x416.png 940w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-10.44.36-AM-345x153.png 345w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-10.44.36-AM-525x233.png 525w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-10.44.36-AM-720x319.png 720w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-10.44.36-AM-626x277.png 626w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-10.44.36-AM-586x260.png 586w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-10.44.36-AM-880x390.png 880w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-10.44.36-AM-455x202.png 455w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-10.44.36-AM-340x151.png 340w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-10.44.36-AM-293x130.png 293w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-10.44.36-AM-267x118.png 267w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-10.44.36-AM-195x86.png 195w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-10.44.36-AM-50x22.png 50w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-10.44.36-AM-60x27.png 60w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><strong>Keep in mind<\/strong>:  GA4 offers some enhanced events. It is highly recommended to enable it. Page views, scrolling (more than 90% of page height), outbound clicks, site search, view engagement, and file downloads are among the &#8220;enhanced events&#8221; you can activate.<\/p>\n\n\n\n<p><strong>How to activate the enhanced event in GA4?<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Click on the <strong>Gear icon<\/strong> (Admin Setting) located in the bottom left pane<\/li>\n\n\n\n<li>Move to the <strong>Data Stream<\/strong> located under the property column\u00a0<\/li>\n\n\n\n<li>Click on the \u201c<strong>Gear<\/strong>\u201d icon\u00a0<\/li>\n\n\n\n<li>Choose the required event<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"496\" src=\"https:\/\/easyinsights.ai\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-10.58.52-AM-1024x496.png\" alt=\"Screenshot at AM\" class=\"wp-image-1162\" srcset=\"https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-10.58.52-AM-1024x496.png 1024w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-10.58.52-AM-300x145.png 300w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-10.58.52-AM-768x372.png 768w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-10.58.52-AM-1536x744.png 1536w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-10.58.52-AM-2048x991.png 2048w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-10.58.52-AM-940x455.png 940w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-10.58.52-AM-345x167.png 345w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-10.58.52-AM-525x254.png 525w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-10.58.52-AM-720x349.png 720w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-10.58.52-AM-626x303.png 626w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-10.58.52-AM-322x156.png 322w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-10.58.52-AM-492x238.png 492w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-10.58.52-AM-676x327.png 676w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-10.58.52-AM-550x266.png 550w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-10.58.52-AM-826x400.png 826w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-10.58.52-AM-455x220.png 455w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-10.58.52-AM-340x165.png 340w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-10.58.52-AM-293x142.png 293w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-10.58.52-AM-267x129.png 267w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-10.58.52-AM-195x94.png 195w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-10.58.52-AM-50x24.png 50w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-10.58.52-AM-60x29.png 60w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"34_Conversion_count_calculations\"><\/span>3.4. Conversion count calculations<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<figure class=\"wp-block-table alignfull\"><table><tbody><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>Universal Analytics<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\"><strong>GA4<\/strong><\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">Goals are used to create conversions<\/td><td class=\"has-text-align-center\" data-align=\"center\">Events are used to create conversion<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">No by default goal&nbsp;<\/td><td class=\"has-text-align-center\" data-align=\"center\">5 by default conversions i.e. purchase (web and app), first_open (app only), in_app_purchase (app only), app_store_subscription_convert (app only), app_store_subscription_renew (app only)<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>Note: Most of the by default goals are for the app, only purchase is for both web and app.<\/p>\n\n\n\n<p>In GA4, you can mark events as conversions.<\/p>\n\n\n\n<p><strong>How to mark the events as conversions?&nbsp;<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Move to the <strong>Configure<\/strong> section in the left pane\u00a0<\/li>\n\n\n\n<li>Move to the <strong>Event<\/strong> section\u00a0<\/li>\n\n\n\n<li>Use toggle to mark events as conversion<\/li>\n<\/ul>\n\n\n\n<p>Learn more about conversion <a href=\"https:\/\/support.google.com\/analytics\/answer\/9267568?\" target=\"_blank\" rel=\"noreferrer noopener\">GA4 Conversions<\/a><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"336\" src=\"https:\/\/easyinsights.ai\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-11.25.07-AM-1024x336.png\" alt=\"Screenshot at AM\" class=\"wp-image-1163\" srcset=\"https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-11.25.07-AM-1024x336.png 1024w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-11.25.07-AM-300x98.png 300w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-11.25.07-AM-768x252.png 768w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-11.25.07-AM-1536x504.png 1536w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-11.25.07-AM-2048x672.png 2048w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-11.25.07-AM-940x308.png 940w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-11.25.07-AM-345x113.png 345w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-11.25.07-AM-525x172.png 525w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-11.25.07-AM-720x236.png 720w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-11.25.07-AM-626x205.png 626w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-11.25.07-AM-586x192.png 586w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-11.25.07-AM-880x289.png 880w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-11.25.07-AM-455x149.png 455w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-11.25.07-AM-340x112.png 340w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-11.25.07-AM-293x96.png 293w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-11.25.07-AM-267x88.png 267w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-11.25.07-AM-195x64.png 195w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-11.25.07-AM-50x16.png 50w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2022\/06\/Screenshot-2022-05-20-at-11.25.07-AM-60x20.png 60w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"4_Final_thoughts\"><\/span>4. Final thoughts<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>As of July 1, 2023, Universal Analytics properties will stop processing hits and become obsolete, so it is best to start progressing towards GA4. Shifting completely from Universal Analytics to GA4 won&#8217;t be smooth sailing, because everyone has been using Universal Analytics on a subconscious level. Since we are certain now that UA would be discontinued it is in the best practice to start learning about GA4 and implementing it. GA4 has many additional benefits; GA4 can \u201cmeasure, unify and de-duplicate\u201d user interaction data. This helps us understand the user journey. The new property \u201cadapts to a changing environment\u201d as it relates to privacy. Just to state a few, additionally, GA4 has a stronger preference for insights than for data. At the end of the day, any firm needs insights to grow its business.<\/p>\n\n\n\n<p>Universal Analytics will soon be obsolete, it is in best practice for marketers to slowly learn and implement GA4. Sooner or later everyone will transition to Google Analytics 4, <a href=\"https:\/\/easyinsights.ai\/blog\/a-quick-guide-to-implement-google-analytics4-ga4-on-your-website\/\" target=\"_blank\" rel=\"noreferrer noopener\">so click here start today!<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Bonus_Read_How_EasyInsights_works_with_Raw_GA4_Data_for_Data_Activation_and_Enrichment\"><\/span>Bonus Read: How EasyInsights works with Raw GA4 Data for Data Activation and Enrichment<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"449\" src=\"https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/infographic-da2-1024x449.png\" alt=\"author_image\" class=\"wp-image-7490\" srcset=\"https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/infographic-da2-1024x449.png 1024w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/infographic-da2-300x131.png 300w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/infographic-da2-768x337.png 768w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/infographic-da2-940x412.png 940w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/infographic-da2-345x151.png 345w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/infographic-da2-525x230.png 525w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/infographic-da2-720x316.png 720w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/infographic-da2-626x274.png 626w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/infographic-da2-586x257.png 586w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/infographic-da2-880x386.png 880w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/infographic-da2-455x199.png 455w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/infographic-da2-340x149.png 340w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/infographic-da2-293x128.png 293w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/infographic-da2-267x117.png 267w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/infographic-da2-195x85.png 195w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/infographic-da2-50x22.png 50w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/infographic-da2-60x26.png 60w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2024\/02\/infographic-da2.png 1157w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>EasyInsights works with raw GA4 data for data activation and data enrichment in a few key ways:<\/p>\n\n\n\n<p><strong>Data Collection and Transformation:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>EasyInsights<strong>\u00a0<\/strong>connect directly to your Google Analytics 4 property allowing it to access and extract the raw GA4 data you\u2019ve collected.<\/li>\n\n\n\n<li><strong>Data Transformation:<\/strong>\u00a0EasyInsights then cleans,\u00a0normalizes,\u00a0and enriches the data to make it usable for activation purposes.\u00a0This may involve tasks like:\n<ul class=\"wp-block-list\">\n<li><strong>Formatting data:<\/strong>\u00a0Ensuring all data points are in a consistent format.<\/li>\n\n\n\n<li><strong>Handling missing values:<\/strong>\u00a0Filling in missing data points or removing them according to your preferences.<\/li>\n\n\n\n<li><strong>Enriching data:<\/strong>\u00a0Adding additional data points from other sources to create a more comprehensive picture of your customers.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<p><strong>Data Activation:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Segmentation and Targeting:<\/strong>\u00a0It allows you to segment your audience based on various criteria like demographics,\u00a0behavior,\u00a0and interests using the enriched GA4 data.<\/li>\n\n\n\n<li><strong>Multi-channel Marketing:<\/strong>\u00a0You can then use these segments to activate your audience across different marketing channels like email,\u00a0social media,\u00a0and advertising platforms.<\/li>\n\n\n\n<li><strong>Customer Relationship Management (CRM):<\/strong>\u00a0The data can be used to personalize outreach and interactions with customers within your CRM system.<\/li>\n\n\n\n<li><strong>Marketing Attribution:<\/strong>\u00a0EasyInsights can help you understand how different marketing channels contribute to conversions and optimize your marketing spend accordingly.<\/li>\n<\/ul>\n\n\n\n<p><strong>Key Feature:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Offers features like customer data platform (CDP) capabilities,\u00a0marketing automation,\u00a0and campaign management tools.<\/li>\n\n\n\n<li>Focuses on reverse ETL (extracting data from your warehouse and sending it to marketing tools) and offers pre-built integrations with various marketing platforms.<\/li>\n<\/ul>\n\n\n\n<p>EasyInsights is a marketer\u2019s preferred tool for first party data activation.<\/p>\n\n\n\n<p>In this age of cross-channel marketing, EasyInsights offers a comprehensive platform to collect, store, and transform all your first-party data.<\/p>\n\n\n\n<p>EasyInsights enhances marketing campaign efficiency in a cookieless landscape with accurate ad signals. It helps brands step away from surface-level metrics and unleash the potential of first-party data to optimize marketing strategies, ensuring a superior Return on Ad Spend (ROAS). It does all this, while being a highly affordable no-code platform with an exceptional customer support apparatus.<\/p>\n\n\n\n<p><a href=\"https:\/\/easyinsights.ai\/book-demo\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Sign up for a demo<\/strong><\/a>&nbsp;today to see EasyInsights in action.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Google Analytics4 with machine learning at its core provides you with a holistic understanding of your customers across devices and platforms. It is more focused on the user&#8217;s privacy, you can trust Analytics even if industry developments like cookie and identifier limits leave gaps in your data.<\/p>\n","protected":false},"author":6,"featured_media":1165,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[158],"tags":[94,93,95,92],"class_list":["post-1144","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytic-platform","tag-ga4","tag-google-analytics","tag-marketing-reports","tag-universal-analytics"],"aioseo_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>A swift movement from Google Universal Analytics to GA4<\/title>\n<meta name=\"description\" content=\"Since we are certain now that Universal Analytics would be discontinued it is in the best practice to start implementing GA4.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/easyinsights.ai\/blog\/a-swift-movement-from-google-universal-analytics-to-googleanalytics4-ga4\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A swift movement from Google Universal Analytics to GA4\" \/>\n<meta property=\"og:description\" content=\"Since we are certain now that Universal Analytics would be discontinued it is in the best practice to start implementing GA4.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/easyinsights.ai\/blog\/a-swift-movement-from-google-universal-analytics-to-googleanalytics4-ga4\/\" \/>\n<meta property=\"og:site_name\" content=\"EasyInsights\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/EasyInsightsai-522100504893809\" \/>\n<meta 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