Here's what you need to know about Google Analytics 4

Here's what you need to know about Google Analytics 4

As you may have heard, Google has updated its widely-used web analytics tool, with Google Analytics 4 (GA4) set to replace the former version (UA or Universal Analytics) in July.

So whether you're already using it, or want to take the first steps into using GA to gain valuable insights into user behaviour, here's what you need to know about the newest version and the imminent change.

What is Google Analytics 4 (GA4)?

GA4 is the latest version of Google Analytics, a service that enables you to measure traffic and engagement across your websites and apps.

Created in its original form in 2005, Google Analytics has developed over the last two decades as the most widely-used web analytics platform.

GA4 was first launched back in October 2020 and soon it will be the only version available to use.

What's the difference between GA4 and UA (Universal Analytics)?

UA was first released way back in 2012, and essentially it was built for a time when desktop website usage was the most common form (and cookies provided the data required).

Put simply: the new version is modernising and adapting to more accurately track user behaviour across web, apps and offline, and collect more granular and detailed data on the specific interactions and actions taken by users.

This should give event organisers a holistic view of attendee behaviour, allowing you to understand their entire journey and engagement across devices, on a more intuitive interface.

More information about GA4 is available here, via Google Analytics Help.

When is the change happening?

1st July 2023.

This is the key date, as Universal Analytics will no longer be supported after this.

GA4 has been available for use since October 2020, and in March 2022 it was announced that UA would no longer be supported past 1 July 2023. So you will need to make the change by then to continue properly using Google Analytics.

Can I still use the FIXR x Google Analytics integration?

Yes! We've been working behind the scenes to ensure that event organisers using the Google Analytics integration with their FIXR account will be able to continue doing so.

You'll just need a GA4 measurement ID to continue receiving e-commerce tracking for your events past 1st July 2023, so you'll have to create one of those if you've not done so already (see below for details on how to do that).

What does the integration do?

The FIXR x Google Analytics integration enables event organisers to see, within their Google Analytics, actions taken by audiences on their FIXR event pages - including page views, transactions and revenue.

How do I set up the integration?

It's a pretty simple process to set up, consisting of the two following steps.

Step 1: Create GA4 measurement ID in Google Analytics
Step 2: Add GA4 measurement ID to FIXR Organiser account

The video below gives a walkthrough for how to complete this - both for creating a new GA4 measurement ID or finding an existing one - so just follow those steps and you're all set.


For in-depth information on GA4 and how to make the migration, head to the official Google Analytics Help page.