Google Analytics 4: Everything You Need To Know

Google Analytics is still the industry standard for tracking website statistics and user behavior. However, an important update is that Universal Analytics (the current version of Google Analytics) will no longer process data in 2023. Because of these upcoming changes, users will ultimately need to switch to Google Analytics 4, as this is the only tool to continue to monitor your site’s performance and activity.

Join dynamic companies & brands who trust our expertise

food & beverage consumer marketing
B2b SaaS Marketing Agency
Industrials Marketing Agency Company
hospitality hotel marketing agency

Google Analytics 4 Agency


While there is a lot to learn and understand in this future update, in this post, let’s uncover everything you need to know about Google Analytics 4 (GA4):

  • What is Google Analytics 4?
  • What are the fundamental changes and notable features of GA4?
  • Should you take the switch to GA4?

What is Google Analytics 4 (GA4)?

The current Google Analytics 3 (Universal Analytics) will halt its operations starting July 1, 2023, and make way for the new property, Google Analytics 4 (GA4), the latest version of Google Analytics. It’s more powerful than previous versions and built with a focus on delivering data throughout the customer journey experience while at the same time fulfilling the shifting consumer behavior and online data user privacy. 

Furthermore, this new property intends to allow users and businesses to predict and gain more insights with machine learning. This also means that website owners will be able to understand and gather data to monitor customers’ user journeys on their sites and apps.

3 New Important and Improved Features of GA4

New Machine Learning-Powered Insight

Google Analytics 4 is equipped with artificial intelligence for insights and predictions to highlight trends over a growing interest product in the market. Furthermore, it can also predict outcomes like churn rates to sales. Making it easier to foresee your customers’ actions, promoting the best product for your customers, and enabling you to focus on relevant audiences for your site.

What’s more, this machine learning feature can help businesses make clear directions from planning down to executing their future campaigns. 

New Streamlined Customer Lifecycle Reporting

This new version has some significant differences from its predecessor — including a new user interface, which is simpler and easier to use than UA. It also features an intuitive design that allows more data to be displayed at once; this means that users won’t have any trouble understanding what they see on their screens when they use GA4.

In the new GA4, compared to the old UA, the reports are convenient as it is well-organized. Additionally, you can monitor how these customers interact or engage on all of your channels. Just like which device or channel is helping customers go to your website, engage or remain on the page. 

New Approach to Data Controls

With the journey towards getting rid of third-party cookies, Google Analytics highlights the use of first-party data and a new way of data modeling to address the issues in the customer journey where there are no accessible data available to have much more accurate reporting and better insights. 

Moreover, this new approach to data controls can also help advertisers to align with the General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA) since Google Analytics should have to make sure to follow the new privacy landscape.

Making the Switch to GA4

With the old system halting its operation next year, the ultimate and essential step is to switch and upgrade to the new GA4. Google advised that although UA will continue to be available, all the site owners must upgrade to familiarize themselves with the new interface and features. 

The time to update to GA4 is now to comply with global data protection requirements as the world is moving toward data protection.


Google Analytics 4 is worth the upgrade for businesses that want to enhance their marketing strategy while considering data privacy. The new AI-powered system to predict and improve the customer journey, the new interface, which was designed with users in mind, makes it even easier for marketers to understand how their website is performing and where they can make adjustments so that more people will visit and drive traffic, eventually translating to sales. 

Request an introduction meeting

  • We are a 6-in-1 full-service digital transformation agency: Strategic Consulting, Digital Marketing, Sales Enablement, Lead-Generation, PR & Communications, Web Development.
  • We truly take the time & make the effort to understand your brand, your business & industry to reach into the heart of your target audience.
  • We are digital pioneers focused on pro-actively supporting you with next-gen marketing, sales & communication services & consulting.
  • We offer packages & services for every business size, for startups, small businesses to enterprise consulting & advisory.
  • We combine local insights with global expertise to offer scalable in-depth specialization & brand growth.

We truly care about your success.

Our passion is the promise that we will put more effort into your brand revolution because we aim to exceed expectation. We make the effort to understand both your company and your industry.

We create win-win partnerships in trust.

We openly share our knowledge, expertise, market insights & strategy with our clients and give full access, control & ownership of platforms & deliverables to remove dependencies.

We are digital pioneers & data-driven.

We love creating and spreading beautiful stories driven by metrics & data. Therefore, all tactics will be based on in-depth analysis and research and will improve continuously.

We are globally experienced with local insights.

We offer 25 years of international outreach & market specialization experience to support our clients on a global scale with local & regional insights.

We are a full-service digital marketing agency offering industry specialized services

Contact us and let’s connect!

Ready to grow your business together with us? Let’s connect!

Contact & Availability


Monday to Friday: 9:00 AM to 7:00 PM GMT+1
Saturday: 9:00 AM to 5:00 PM
Sunday: 9:00 AM to 5:00 PM

Let’s Connect

Our expertise makes the difference


We’re an international marketing & communications agency

United States

New York (NYC) / Chicago / San Francisco / Florida (Miami + Orlando) / San Diego

Stramasa agency NYC Chicago San Francisco Florida Diego Dc


Belgium (Brussel / Ghent) – United Kingdom (UK) (London) – France (Paris)

agency london belgium france Stramasa marketing digital



Melbourne Sidney Marketing Agency


Vancouver – Toronto

Stramasa vancouver marketing agency canada

Middle East

Dubai – U.A.E. /India (Mumbai)

dubai india agency marketing digital


Metro Manila – Makati – Cavite

Stramasa manila philippines marketing agency
stramasa marketing experts consultants

“Stramasa is a global integrated B2B marketing agency with a local approach. We are an award-winning full-service marketing agency that always offer the quality & personalized approach of a creative boutique marketing agency. We go beyond the normal services & approach of an online marketing agency (also referred to as internet marketing agency) and strive to implement Omnichannel Marketing Services as a Performance Marketing Agency, focused on results. We strive to become your long-term partner and a top key success factor for your growth. We offer the best scalable solutions for startups (such as full stack marketing), SME & industry leaders .”

Find our specialists in Copenhagen, Texas, Singapore, Dubai, Manchester, Cleveland, France, The Netherlands, India, Mumbai, Dallas, Indiana, Houston, Utah.

Join dynamic companies & brands who trust our expertise

Hotel Marketing Agency Services
msd Stramasa brand agency
Manufacturing Industry Marketing
SaaS Tech Marketing Agency

We have the right digital marketing software & solutions certifications


Inbound Marketing, Sales, and Service Software


Blog Tool, Publishing Platform, and CMS


Ecommerce Webshop Plugin for WordPress


Analytics 360, Tag, DSP, Manager, DV360 & Campaigns


CRM Software & Cloud Computing Solutions


Popular Ecommerce Platform


Social Media Management Software Platform


Graphic Visual Design Software


Best-in-Class Marketing Automation Software


SEO, PPC, SMM, Keyword Research, Competitive Research….

SharePoint 365

Team Collaboration & Documentation Software Tools


Open Source Marketing Automation Application

Sprout Social

Social Media Management Solution


Oracle Marketing Automation Solution


Website Heatmaps Behavior Analytics

Our industry experience & marketing insights make the difference

With any industry, understanding how to most effectively approach the market is crucial to growing a business. If you’re looking for help from a digital marketing agency it pays to choose one that already understands your industry and your customers. Take a flying start with Stramasa as your B2B digital agency partner thanks to our industry insights, local & global learnings and understanding of your ideal brand positioning for your target audience in your sector. We’re always eager to deepen our expertise & learn about new industries so let’s connect!

Our international offices & local teams
NA – United States (USA) – New York (NYC), Miami, Orlando, Florida, Denver, San Diego, Chicago, Houston, Austin, Texas, Boston, Los Angeles, Washington, Seattle, Philadelphia, Portland, Ohio, Minneapolis, New Jersey, Cleveland, Columbus, Richmond, Indianapolis, Phoenix, Arizona | Canada – Toronto, Vancouver, Montreal, Calgary, Edmonton, Ottawa EMEA – Europe – Brussels – Belgium, London, Manchester, Dublin, Brisbane, Bristol, Newcastle – UK | Glasgow, Scotland | Ireland | Dubai – U.A.E. |Turkey | Berlin, Hamburg Germany | Amsterdam, The Netherlands, Barcelona Spain, Rome, Italy | Beijing, Chennai, China APAC & ASEAN – Manila – Makati – Philippines | Osaka, Tokyo, Kyoto – Japan | India – Mumbai, Delhi, Bangalore | Singapore | Bali, Jakarta, Indonesia | Kuwait | Pakistan | Jeddah, Saudi Arabia | Hong Kong | Thailand | Australia – Melbourne, Sydney LATAM – Brazil

Welcome to our website! Please note: there may be attempts by cybercriminals to impersonate our international agency. Please note that we never initiate unsolicited messages or offer part-time cryptocurrency work. If you receive any suspicious communication, please report it to support the relevant authorities. Thank you. - Stramasa