If you utilise Google Analytics as part of your analytics arsenal, you’ll have no doubt heard of the GA4 migration heading your way this year. You’ll probably also have received numerous emails from Google informing you of the change and the dates you need to be aware of over the next 6-18 months.
1st July 2023 - Universal Analytics will cease to record data.
If you’re utilising Google Analytics 360, this will be extended to 1st July 2024. This is a recent extension to provide larger organisations with the migration.
We wrote a comprehensive guide to GA4 a couple of months ago which is worth a read (grab yourself a cuppa first).
However, this post is about the differences between UA and GA4 and how the new platform calculates some of the metrics you’ll be most familiar with. So, let us begin.
We will be covering:
- Bounce rate
- Event count
- Traffic sources/acquisitions
The above will likely be familiar to you if you’re used to analysing web traffic. However, if you’re currently migrating to GA4, you may have noticed some discrepancies in your data. Let's find out why.
This is a summary of some of the potential causes for data discrepancies. It’s important to note that, if you’ve changed your consent initialisation as part of the migration, this also has the potential to cause discrepancies in your data.