Google Analytics 4 – Everything You Need To Know


Google is moving all Google Analytics to GA 4 in July 2023 and wants businesses to be running on GA 4 by July 2022 to have year-over-year data once the 2023 switchover begins.

Charles Farina from AdSwerve joined me at the SEJ show to discuss Google Analytics 4 and the implementations and customizations that can be used with this new analytics solution from Google.

You’ll get an overview of what you can expect from GA4, the difference between the two, and what you need to do to start preparing for the move.


There are two crucial deadlines. For most of you, that will be July 1, when the accessible version of Universal Processing will be deprecated, so you can still access your data. However, you cannot send new data to it. For 360 or paying customers, I believe it will be October 1st of next year, by which time this version will be deprecated. –Charles Farina, 3:23

If you’re not currently using GA4, this will be a big potential challenge for you in the future, because when you move on, you won’t be able to do year-over-year analysis there. –Charles Farina, 5:42

The problem with Google Analytics was that it seemed like it should never be used as a logging source. You shouldn’t use it to report to your boss how many purchases your business has made, as it should come from your purchases database like Shopify or any source. –Charles Farina, 31:11

[00:00] – A background on Charles and why he loves analysis.
[04:58] – Will data be lost if you don’t make the transition in time?
[06:14] – Will you lose the data you track before July 1?
[09:09] – Is there an easy way to migrate GA Universal Analytics to GA4?
[11:15] – Recommendation for mass migration?
[14:02] – Advantages and disadvantages of GA4 compared to Universal Analytics.
[18:39] – Will the bounce rate be eliminated?
[22:50] – Differences in what is seen on Google Console vs. Analytics?
[27:02] – Will there be more explanations about direct traffic?
[31:04] – What is directionality?
[33:07] – Ways to integrate Google My Business into GA4.
[35:17] – Is double marking recommended?
[39:01] – Three notions of attribution in GA4.
[42:05] – Will Data Studio be recalibrated?
[43:21] – Status of UTMs.

Resources mentioned:
Measure Slack –

It’s a crucial time when we’re having this conversation now because to answer your question, GA4 uses an entirely new data model, requiring a new implementation to bring the data into this product. So, in short, it doesn’t carry over any of the data you collected in the past to the old version.–Charles Farina, 5:06

The best practice so far has been that you should try to run both versions side by side so you can have 13 months of data in the new platform and possibly make it very easy to switch now.–Charles Farina, 5:29

Take some time out of your day just to learn a bit more and a bit more about how to use reports and everything. –Loren Baker, 8:00

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Connect with Charles Farina:

Charles is an innovative consultant with extensive experience helping clients, analysts, and marketers unlock the full potential of their business on Google’s marketing platform and cloud.

With over a decade of experience, he has helped organizations around the world understand their online presence using Google Analytics. He did this by implementing hundreds of training sessions for companies including GoPro, Starbucks, and Glassdoor, among others!

His contributions to the Google Analytics Partner Community have earned him an Award of Excellence. As well as being a top contributor on Measure Slack and Twitter, Charles can also be found on an ice rink playing hockey.

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