What’s New With GA4

June 19, 2023

There’s a lot that has changed in the transition from Universal Analytics to Google Analytics 4. This steep learning slope can seem intimidating to many, but the hard truth is that your business needs to migrate to GA4 or else it won’t survive. 

On the plus side, with most businesses struggling to adapt to Google Analytics 4 (GA4), this is the chance for your business to shine. By simply following this blog, you can start taking major strides ahead to overtake your competition now. With the help of these starting tips, you can start getting the most out of Google Analytics 4 (GA4).


New Google Analytics 4 (GA4) Interface, Who This?

It might sound like a slow start but if you simply take out some time to explore the new Google Analytics 4 (GA4) interface, you can give yourself a much-needed head start. Adult Creative’s pro tip will be to forget everything you know about the previous interface and approach it like a blank slate. 

While you’re familiarising yourself with the new Google Analytics 4 (GA4) interface, try to understand that this new interface is now event-based as opposed to the previous section-based layout. In terms of updated navigation, reports and settings. 

All your measurable metrics like pageviews, clicks and even scrolls are now events. Forget all you know about ‘bounce rate’ and think about the engagement stats in terms of engagement sessions. Google’s new engagement sessions will be based on:

  1. The user viewing a second page
  2. User spending 10+ seconds on the page
  3. The user clicking on a conversion-triggering event


Use the Power of AI to Spring Ahead

As the world is progressing with Ai powered tools like ChatGPT, Google Analytics is no stranger to this shift. The Google Analytics 4 (GA4) update incorporates machine learning and automation to give you insights like never before. On the ‘Analysis’ section of your Google Analytics 4 (GA4) update, you will:

  • Find ways to spot buzzing trends 
  • Explore insightful co-relations 
  • Discover anomalies in your data. 

Based on this data, you can optimise your site performance for better performance.


Create Your Reports to Know Them Better

When Google switched from Universal Analytics to Google Analytics 4 (GA4), many businesses noticed that they did not have a selection of reports at their disposal anymore. While there still are a few reports to help you start with, creating your own custom reports can really be a game changer for your business. 

You can now know more about your client’s behaviour patterns than ever before by simply creating user reports. Just head over to the ‘Explore’ area in Google Analytics 4 (GA4) to create custom reports that can monitor on-site funnels, check-out funnels and more. 

Even though these reports are more insightful, you still cannot share them while keeping their accessibility. The person who has your report cannot edit it in any way even to change the date range. This is where Google Data Studio comes in. With the help of Google Data Studio combined with Google Analytics 4, you can create a comprehensive, custom user-friendly report to share without any problems. 

Don’t Just Put on a Show, Run It 

Your new Google Analytics 4 (GA4) journey can be streamlined simply by understanding the new audience features. GA4 allows you to cater to your audiences in a manner like never before. Begin your re-structure by choosing what audience aspects you want to focus on like their behaviours and characteristics. Based on these custom finds you can customise:

  • Marketing campaigns
  • Re-Marketing strategies 
  • Content approach 

If you customise your audience segments in GA4, you can put out custom dates to align with the audience’s behaviour and their profiles. Click here to learn more about creating custom audiences in GA4. 


Transitioning to GA4 may require some adjustments and a learning curve. There are various features from Universal Analytics that we all miss. However, with a proactive approach, exploration, and experimentation, you can leverage its capabilities to gain deeper insights into your website’s performance and drive data-informed decision-making.


Related: Features You’ll Miss From Universal Analytics