Google Analytics EXPERTs

You may have already seen it pass by, Universal Analytics is getting a successor. Google Analytics 4 (GA4) has been available for some time now, the largest update Google has made to Google Analytics to date. Google Analytics is the most used web analytics tool.

Read here what you can expect, what you could miss and what the benefits are for your company when you set up Google Analytics 4. The best thing: at DGTLbase you can outsource the migration of Google Analytics 4.


In 2020, Google launched the beta version of Google Analytics 4 (GA4), which will completely replace Universal Analytics (UA or GA3) on July 1, 2023. So far, GA4 seems to be the perfect combination of web and app analytics.

We are experts in Google Analytics 4 and support you professionally with the implementation of and migration to GA4.

“With the help of GA4 you can set up complete custom reports and thus clearly analyze and visualize data!”

Karim Oudejans
Head of SEA
SEO resultaten bij DGTLbase


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Google Analytics 4 offers both web and app reporting within a single interface. You get to see the full usage trajectory as the user moves from one platform to another. Collecting data from a website and an app using the same GA property saves time (and therefore money).

It also makes statistical analysis a lot easier. Unlike your Universal Analytics property, you can use Google Analytics 4 for both web and app data. If you want to track both, make sure you also include app traffic in your page analytics.


Google Analytics 4 is designed to track the user's entire journey. It is cross-platform, allowing all data about the user to be collected to provide a complete picture.

This data is then translated into reports tailored to the user journey, such as Acquisition, Engagement, Conversion and Retention using Google Tag Manager. Internal traffic is of course excluded.

Cookies & Co

Because more and more third-party cookies are being blocked, it is more difficult to follow a user on the internet. By upgrading to Google Analytics 4 (GA4) you are prepared for a cookie-less world.

Within Google Analytics 4 (GA4) it is possible to submit a request whereby the data of a visitor can be deleted. This data is also supplemented by machine learning.


Google Analytics 4 automatically tracks common 'events'. These events include Scroll, Outbound links, Downloads, On-Site search, and YouTube video engagement events. If you don't want to track any of these events, you can easily disable them with a button in the interface.

All this means that you save a lot of time that was necessary for the implementation and configuration in the previous version.


Besides the fact that it looks very different, there are some major differences between Universal Analytics and Google Analytics 4:

1. From individual sessions to events
2. New: Data streams
3. Machine learning & Big data
4. Innovations in the field of privacy
5. New: define internal traffic


The real-time report in Google Analytics 4 has been completely revamped. Instead of clicking on different links to see Location, Events, etc., Google Analytics 4 allows you to see all real-time data in just one report.

Fewer clicks means you have more time to analyze things like the number of sessions, visitors and most popular traffic sources of your website or app.


We are happy to explain how you can convert old analytics to the new version here.

1. Create a new Google Analytics 4 property
2. Create a data stream
3. Copy the measurement ID
4. Create a Google Analytics 4 Configuration tag
5. Paste the measurement ID and set the tag on all pages
6. View/test the new tag
7. Publish the changes in Google Tag Manager
8. You now have access to a real-time report, in which various conversions are measured.



GA4 must be installed to ensure you can run data analytics when Universal Analytics shuts down, July 1, 2023.


It is good to know in advance how and when you are going to transfer which data. The plan should include steps that clarify how you want to archive historical data in Universal Analytics and how you want to update the rest to GA4 data.


Universal Analytics stops collecting data. Remove all Universal Analytics tracking code from your website.


Universal Analytics no longer provides access, so at this point all your data should have migrated to GA4. Did that work?

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Learn more about using this web tracking tool from Google.

Google Analytics 4 is the latest standard version of Google Analytics and therefore the most comprehensive version of Google’s web tracking tool. It is free for the vast majority of users, but must be set up by a developer.

Since this version includes hundreds of new features, it’s important to get expert advice on how to set it up to get the most out of it for your business.

While the predecessor UA was built for static web pages, Google Analytics 4 is a mobile-first digital marketing analytics tool. It is designed for mobile experiences like tapping, swiping and scrolling. Google Analytics 4 is built with privacy in mind, and it won’t rely solely on cookies, nor will it store users’ IP addresses.

GA4 will use event-based data, giving companies a better understanding of users’ journeys at every step of the funnel. First-party data will be immensely useful, making Google Analytics 4 the perfect tool for a cookie-free future.

The machine learning capabilities of Google Analytics are the most distinct from UA. You now gain insight into how people use devices with data streams, allowing you to look at websites, iOS and Android users at a more granular level. GA4 will also provide predictive insights.

Almost all popular plugins support both GA4 and Universal Analytics.

Get advice on whether an implementation with a plugin is possible in your case or whether an installation with Google Tag Manager (recommended approach) is recommended.

Contact us!

Yes, but you need to consider your technical skills, the complexity of your website and your expectations of what you intend to achieve with Google Analytics 4.

As cookie management is a legal requirement in Europe, we do not recommend doing this yourself configure. Alternatively, the DGTLbase team is always available to help you with Google Analytics 4 setup.

Google Analytics is a new property designed for the new way of measuring:
1. Collects both website and app data to better understand the customer journey.
2. Uses event-based data rather than session-based data.
3. Includes privacy options such as cookie-free measurement and behavioral and conversion modeling.
4. Predictive capabilities provide help and information about external and internal traffic without complex models.
5. Direct integrations with media platforms drive actions on your website or app.

The biggest difference between the Universal Analytics and Google Analytics 4 is in the way Analytics measures the website. Google Analytics 4 works with the event-driven data model. Universal Analytics always measures through sessions, linked to user data.

In addition, Universal Analytics does not allow you to track both web and app in the same dashboard.