Google Analytics 4 (GA4) and the new way of collecting data in 2023

In an era driven by data, businesses are increasingly relying on analytics to shape their strategies, gain insights, and make data-driven decisions. Google Universal Analytics has been the main analytics solution from Google Marketing Platform by the end of 1 July 2023. With its latest release, Google Analytics 4 (GA4), the tech giant embraces a new era of data analysis, offering a more robust and flexible platform to streamline decision-making processes. In this article, we will try to show the new changes, data mechanisms and features of GA4 and explore its implications for the future of data analytics and measurement.

Google Analytics 4 image

Understanding Google Analytics 4

While Universal Analytics primarily focused on tracking pageviews and sessions, GA4 takes a more holistic approach by tracking user behaviour across platforms, including mobile apps and websites. It also has the potential for advanced reporting and dashboarding. This expanded scope enables businesses to gather comprehensive insights into user engagement and conversion paths across different touchpoints, leading to a more accurate understanding of customer journeys. 

The transition from session based to event driven data model shows us that it is time for a big change of the way we see data, to take into consideration the real signals and actions that the users are giving us. Tracking the users across all the platforms they are engaging with, gives us more insights and knowledge who are our true customers.

Events, parameters and conversions: The Power of GA4

The foundation of GA4 lies in its event-driven data model, where events represent user interactions such as clicks, downloads, and purchases. Unlike the rigid structure of pageviews and sessions in Universal Analytics, events provide a more flexible framework that captures user actions across platforms. By using events, businesses can define custom conversions based on specific user actions, enabling them to measure and optimize outcomes more effectively. Events can have a lot of information using “parameters”

Parameters are pieces of information (static or dynamic) that can be used for even more advanced analytics and dashboarding. The right setting of the parameters inside the events and conversions will give us a deeper understanding of every online business and project.

Data Streams: Seamlessly Capture Insights with Google Tag Manager

Data streams are a feature of Google Analytics 4 that guarantee data completeness and accuracy. Businesses can collect data through data streams from many platforms, such as websites and mobile apps, and forward it to GA4 for centralized analysis. Data streams streamline the process of gathering data, making it possible for marketers and analysts to obtain insightful information without the need for intricate integrations, whether they are tracking user behaviour on a new mobile app or charting the consumer journey on a website. Recognizing the need for efficient data collecting, Google Tag Manager (GTM) is included into GA4. Businesses can easily handle different tags, like tracking codes, pixels, and snippets, thanks to GTM. Marketers can improve measurement by having greater control over their tracking initiatives by utilizing a centralized platform.

The Future of Data Analytics Unveiled

Google’s GA4 sets the standard for data analytics going forward by fusing improved scalability and flexibility with a customer-centric methodology. Through an emphasis on events and conversions, GA4 enables companies to derive detailed insights and arrive at better judgments. Businesses can now follow the customer journey across apps and websites using a new method that allows them to analyze user engagement and conversions across platforms. This allows them to improve their marketing and user experience strategies for optimal efficacy and to gain insightful data.

A new benchmark for data collecting and analysis is established with the introduction of data streams and seamless interaction through Google Tag Manager. This makes data administration easier and makes it possible for businesses to easily adjust to the rapidly changing digital environment.


As the demand for data-driven decision-making continues to rise, Google Analytics 4 emerges as a powerful tool that equips businesses with the necessary insights and capabilities to navigate the complex world of data analysis. By embracing an event-driven data model, consolidated data streams, and efficient data collection via Google Tag Manager, GA4 represents a significant step forward in the world of data analytics. With its unique approach and versatility, GA4 is a critical asset for businesses seeking to remain at the forefront of the digital landscape, ensuring they are well-equipped to leverage data for improved performance, enhanced user experiences, and future growth. In the following years the big players on the data market including Google realized the need of cross-platform tracking and optimizing the customer experience of the businesses.


Recent Articles