Google Analytics 4 as a Marketing trend 2023

We say goodbye to the version of Google Analytics that we knew, and we welcome Google Analytics 4 as one of the digital marketing trends for 2023.

The new version of Google Analytics allows you to analyze user behavior regardless of the digital platform you use. In addition, it adds other new features such as the replacement of sessions with events as a unit of measurement.

Another new feature of this update is that App + Web is incorporated as a property focused on better understanding the customer life cycle.

The new Google Analytics 4

Google Analytics has evolved towards the new Google Analytics 4, which now focuses on only measuring what happens on a web page, because it now offers much more relevant metrics for properties such as mobile apps.

This version of Google Analytics is more comprehensive and offers the possibility of knowing the status of a website in a more complete way. Likewise, it allows us to analyze in more detail aspects such as the attribution of memoir writers, which in previous versions could not be considered in the same way.


The change compared to the previous version has been quite radical, which is why several differences and new features are included for Google Analytics.

Some of the most notable new features are:

  • In this version of Analytics, it offers more intelligent analysis through a system of predictive metrics. Through this functionality, it is possible to know the possibilities that a user may abandon or suffer a co-investment.
  • For Universal Analytics the basic metrics only showed page views and sessions started. But for Google Analytics 4 the unit measurement changes to events, which allow a much more effective measurement of all interactions that occur within our website.
  • The ways of measuring interactions and engagement have also been improved. Previously the way was through the bounce rate, but now there are options for clicks, scrolls and file downloads among the system metrics.
  • Making events the unit of measurement provides improved event editing, making it easier to edit and correct events without requiring code adjustments.
  • New reports have been added. All reports have been simplified and include options related to the user life cycle, in which you can see everything from acquisition with customer-generating channels to retention and actions.
  • The improvement in customer tracking is notable in its different sessions, and covers both applications and web pages for more accurate attribution of conversions.
  • Multi-domain measurement has been incorporated, with which the different domains of a brand can be unified into a single flow. And this way you can have a more complete visualization of the entire user journey on your website.
  • There are more premium features that you can use for free like Big Query.


One of the main focuses of Google Analytics 4 is privacy. This update focuses on the privacy of users and the protection of their data, since lately this is a factor that has been giving a lot of talk about and it is a very sensitive topic.

Laws like the GDPR have made privacy a more regulated issue and even Chrome announced that it would abandon third-party cookies by 2022.

The new system allows data analysis without the need for cookies, which makes it one of the alternative technologies that serve as a solution to the loss of cookies for third parties in various browsers.


Activating Google Analytics 4 is not complicated, but first you must keep in mind that the update represents a change in the metrics managed, so at first it may take us a while to adapt 100%.

Therefore, it is recommended that you do not uninstall the configuration you have for Universal Analytics yet, and manage both systems until the team and the site get used to these new measurements.

  • To activate it you just have to go to the “Upgrade to GA4” option.
  • Once you have found the option, log in with the Analytics user and click on “Manage”.
  • If you have multiple accounts, you must check that you are using the account you want to use.
  • Click on the Universal Analytics option you want to update and then “Upgrade to GA4”.

In this new update there are two options: create a new Google Analytics 4 property or start with one you already own.


  • Find and select “I need to create a Google Analytics 4 property” and then choose “Get Started.”
  • If you have a website that uses the gtag.js tag, it is possible to enable data collection with the tags you already have active.
  • By clicking “Create Property”, you will create your property by copying the basic data from your previous account, and you can look in the settings to migrate or configure other details.


  • You have to go to “I want to connect my property with an existing Google Analytics 4 property” and click on the Hire Fiction Ghostwriters you want to connect.
  • Select “Connect Properties” to connect the properties of both systems.
  • Click “View GA4 Property” to enter the settings and view the options for tagging and migrating settings.


  • By linking your account with Big Query you will be able to store your account information in an external repository and use the data analysis function.
  • You can extend the data retention period up to 14 months in the administrator.
  • The Google Signals tool located in “data collection” is used to collect data from users who activate the personalization of ads on different devices, and thus prevent this data from appearing duplicates.
  • For paid advertising campaigns you can connect Google Analytics 4 with Google Ads.

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