Google Analytics 4 and B2B – The coming slap in your face

It’s now official: as of July 1, 2023, Google Universal Analytics will stop compiling data. This gives you, at the time of this writing, 15 months to begin your migration to Google Analytics 4 (GA4). When should you take action? Now!

Let’s start with the beginning; why is Google Analytics important?
“You can’t manage what you don’t measure”

You don’t optimize your website by intuition. It takes analytics tools like Google Analytics to understand what people are doing on your website. Which pages are viewed the most? Where do people enter? Where do they come out? What are your best acquisition channels? What do they buy? Which forms work best? Who are they (country, hours/days of visits)…

And why should you prepare your Google Analytics 4 account now?
July 1, 2023, GA3 will stop compiling data completely. Which means that if you wait to hit the wall, you will fall into panic mode on July 2, 2023:


And for a smooth transition (and taking advantage of both platforms while there’s still time), it’s definitely worth deploying GA4 now.

In addition, having a comparison current year vs. previous year is always appreciated… Not having to wait another year to get it. So when I said you need to setup GA4? Now!

What’s different in GA4?

In a few points:

  • GA3 was based on sessions and page views. GA4 is more event-based;
  • Examples of events in GA4: user saw a page = event. User watched a video = event. User scrolls the page = event…;
  • Bye bye the bounce rate; we will henceforth rather speak of commitment;
  • GA4 allows better tracing cross platform (mobile, desktop);
  • Better prevention of spam; GA3 still often compiles fake visits and visits spam.
  • GA4 offers better filtering;
  • GA4 allows to import external data.

The short history of Google Analytics
I personally started working on Google Analytics as a full Masters in college in 2009 (then Google Analytics Classic). But the history of Google Analytics dates back to 2005 when Google redeem Urchin Software Corporationwhich was essentially used to count visits.

Then, in December 2007, the Google Analytics script changed from urchin.js to ga.js, which opened the door to more functionality.

In September 2010, the tracking code evolves to become asynchronous, which improves the loading speed and makes the tool more precise.

And finally, in 2013, Universal Analytics (GA3) makes its appearance, version used until now.

My two thirty cents about GA4…
I’m usually pretty excited about new stuff, or at least my job requires me to. But I’ll stop lying to myself: I don’t like GA4! Is it resistance to change? Is it because I know GA3 by heart? Or is it really because GA4 needs further improvement? I would say all of these answers! Despite everything, the news of the permanent closure of GA3, instead of a slow depreciation, does not thrill me.

I have to convince myself, like so many times when we have to review the way of doing and managing web marketing. After all as I often say: “Who doesn’t fit dry in the gutter.”

Google, find me phrases about change
“It is wiser to change many things than one.” … Well, that last one doesn’t help…

“The world hates change, yet it’s the only thing that has allowed it to progress.”

“Former bookseller, former butcher, former hairdresser, that doesn’t mean anything: to be an old something is necessarily to become a new someone!” There! It’s better!

Things to remember during your migration

  1. Don’t ‘garch’ out of the Universal Analytics window;
    • Keep your current Analytics and add to your site the tags of GA4. He still has crusts to eat and taking advantage of both platforms is more than desirable;
    • Your main objective is eCommerce? It’s even more important to keep Universal Analytics. eCommerce reporting still has a ways to go;
    • Moreover, it has happened in the past that Google delays the launch of updates. It could very well be that Analytics is kept longer, who knows!;
  2. Link your new GA4 account with your other accounts Googlefor example: Google Search Console, Google Merchant Center (if applicable), Google Ads;
  3. Take a detailed look at the parameters of this new platform. Several options are available to us;
  4. Replicate your goals on your new GA4;
    • What? You don’t have any set goals? We need to talk!
  5. Consider using a tool such as Google Tag Manager. What is Google Tag Manager? It is a tool to manage the deployment of tags (in good French: pieces of code on your website).

Need help migrating to GA4? Ask us!
You do not know where to start? You want to continue compiling your web data, especially where your leads are coming from (leads) or your eCommerce sales? We can offer you a smooth migration plan to GA4! Benefits:

  • Analytics accounts, we have managed and we manage a lot of them… All the time!
  • We take the time to look at your current account and your environment to propose a bonus and a personalized plan
  • …No slaps and no rude words.

Ask us!


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