Google Analytics 4: Everything you need to know

It’s time. Universal Analytics is being replaced by its newer, more advanced version, Google Analytics 4. This change is crucial for the future of the Attractions Industry, as it opens the door to better insights into visitor behaviour, increased efficiency, as well as a more targeted marketing promotion. 

What is the difference between Google Analytics and Universal Analytics?

The main difference between the two models stands in the way that data is being analysed. Unlike Universal Analytics (UA), Google Analytics 4 (GA4) uses an event-based data model. It means that it can take into account different events, a.k.a interactions your visitors have with your online channels, within certain parameters defined by you. Now, it is possible to measure which of your website visitors have bought a ticket, while also being able to see what other products they viewed or what pages they have visited before making the purchase. 

And this is only one example. There are so many more benefits that Google Analytics 4 has to offer to the Attractions Industry


What are the benefits of using Google Analytics 4 for the Attractions Industry?

More advanced attribution model with cross-device tracking

The first and significant advantage of Google Analytics 4 is that it allows you to track user behaviour across multiple device platforms. This more advanced attribution model takes into account web and app data into the same property. Ultimately, it allows you to have a  better understanding of your customers’ journey and optimise operations accordingly. 

Enhanced machine learning capabilities 

Google Analytics 4 leverages Google’s advanced machine learning capabilities to provide visitor attractions with insights that go beyond simple website and app usage data. Now you can track certain interactions such as clicks on a link or purchased products. This enables a more granular analysis that can help attractions identify customer segments with high purchase intent. 

Compliant with the latest data-privacy regulations

Another advantage of Google Analytics 4 is that it is more compliant with data privacy regulations. Aimed to provide a better experience for website visitors and owners, GA4 has many privacy-focused improvements. One of them is the standardised IP anonymisation that will help you be more compliant with the latest regulations such as GDPR, and avoid the severe consequences of illegal data collection. Moreover, GA4 allows businesses to define the type of location-based granular data they want to collect so they can comply with the different privacy regulations of the countries where their visitors are located. 


How to set up Google Analytics 4 for your eCommerce channels?

Step 1: Make sure your website cookie statement is set up correctly 

As we mentioned before, one of the key differences between Google Analytics 4 and Universal Analytics is the focus on the website visitor's privacy. Therefore, the first and crucial step to getting started with Google Analytics 4 is making sure that your cookie consent requirements are in place. This means informing website visitors about the type of data you collect and how it is being used so they can allow, deny or select their preferences. 


Step 2: Assess your situation 

Depending on your specific situation, there are multiple ways of setting up your Google Analytics 4:

Setting Analytics for the first time

If you are ready to get started with Google Analytics and gain more insights into the online behaviour of your visitors, you can create a Google Analytics 4 property based on the data stream you want to track and add it to your website. Discover how to do it step by step by following the Google instructions on setting up Analytics for your website and/or app.

Add Google Analytics 4 to a website with Universal Analytics

To add Google Analytics to a website with Universal Analytics, you can easily create a new property using the GA4 Setup Assistant. Make sure you have access to the editor role on your site and follow the instructions on how to add a Google Analytics 4 property

Adding Google Analytics 4 to a website platform for CMS

If you are using a Content Management System (CMS) for your website, such as Hubspot, WordPress or Shopify, you can set up Google Analytics with a tag. Some CMS solutions will allow you to directly integrate GA4 with a “Google tag ID” (starting with G-), while others might require you to paste the Google tag in your platform’s custom HTML. To get a better understanding of what your possibilities are, don’t hesitate to consult this article on setting up Google Analytics 4 for a CMS-hosted website.


Step 3: Add your Google ID to your platforms 

Last, but not least, let’s not forget about your unique Google tag ID. Finding your Google ID and adding it to your different platforms will help with tracking data so you can benefit from everything that Google Analytics 4 has to offer. 

And there you go! Now you are ready to take your visitors’ online journey to the next level.

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