Google Analytics Agency

We help businesses migrate to GA4 with ease

GA4 is bringing a number of changes and opportunities. By adapting your Google Analytics, you’ll be able to gain many advantages from the advanced features it offers.

“Their delivery was within budget and on time, even though we had a very tight schedule.

Boštjan Bregar, co-founder & CEO at Loop Email

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What is Google Analytics 4?

Google Analytics 4 (GA4) is the latest version of Google Analytics Property Type. Its main goal is to adapt tracking features to the new privacy protection regulations and to add machine learning capabilities to fill in the gaps in user journeys. In comparison to Universal Analytics, it’s built around events, instead of hits.

This major improvement means a complete overhaul of Google’s Universal Analytics platform, which has been in place since 2012. In its announcement, Google promises a new, smarter Google Analytics that has machine learning capabilities at its core, automatically generating helpful insights.

Features You'll Absolutely Love About Google Analytics 4

Cross-Channel User Journey Is At the Heart of GA4.

  • Cross-domain tracking is easy to set up.
  • Seamless tracking of the users’ web and mobile app behavior.
  • Connecting user’s online and offline actions.


New Reporting Features Will Leave You in Awe

  • Funnels can be built around everything. You can connect behavior, on-page time duration, and page views into whatever funnel you desire. Furthermore, funnels are retroactive and you can analyze their performance over time!
  • Attribution models are a part of all of the reports. No more “last non-direct click” only. Businesses with a long customer journey will love this!
  • New time controls were added providing you with Interactive Time and Elapsed Time Insights.
  • Conversions can now be seen on the Landing Pages Reports.
  • Path Analysis was revised and is now much more useful.


Analysts Got the Pampering They Deserved

  • Advanced reports are built based on the questions that businesses were asking. Now you can create custom-built reports of all kinds and bundle them in workbooks, making it easy to dive deep into a specific business issue.
  • Big Query Integration is now a part of all Google Analytics plans (including the basic)!
  • Predictive analytics & machine learning are employed to dilute the effect of increasing privacy controls and its consequences – sparse data.


Better Audience Definitions

  • Audiences can be defined by sequences or by the time spend between events.
  • Outcome predictions can now be included in audience definitions – focus on high value visitors
  • Audiences are now retroactive for analysis purposes.

“Working with Goodish was great. They fixed a goal tracking / data integrity issue that had several other experts stumped. I wouldn’t hesitate to work with them again in the future.”

Ian from Pribly Ventures LLC

"That's amazing, so should I make the switch?"
- No, not yet.

A number of features are still missing. Websites with larger teams and strict permission hierarchy will find the current access restriction features of GA4 insufficient. For example, currently, there are still no stream-level access permissions.

Many marketing stack tools don’t yet offer GA4 integration. And in today’s code-less web architectures that is a big no-no.

"What should I do then?"
- Dual tagging is the way to go.

We strongly recommend implementing GA4 in parallel to your Google Analytics Universal and start collecting data on both properties.

By doing so, you’ll start to store your historical data into GA4 which will enable you to have a multi-year look-back window of your data. You won’t be stuck flipping between multiple properties to stitch together reports when your current analytics property finally gets ‘shut down’.

Dual tagging by itself is not a big task and has many benefits:

  • Start collecting data in GA4
  • Historical data will be stored when the final transition finally happens
  • Access to GA4 goodies:
  • cross-channel user journey tracking (track app + web behavior together)
  • predictive analytics
  • analysis tools improvements
google analytics 4

We can help you successfully start your transition to GA4.

We are experts in Google Tag Manager, and can easily and effectively set up your Google Analytics 4. The true benefit of the Google Tag Manager is how easy it really is to gain control over your website.

Google Tag Manager makes it easy to have control over:

  • advanced and failproof versioning
  • workspaces
  • simple user rights management


Our Google Analytics & Tag Manager experts will check your tracking setup and deliver at least


gtm audit

Same day response guarantee.

Our clients are entrepreneurs and SMEs companies with an emphasis on SaaS that are looking to grow fast. We design our processes so that our responses are prompt and on-point.

Read about our process.


Most common Google Analytics 4 questions

Google Analytics 4 (GA4) is the latest version of Google Analytics property. Its main goal was to adapt tracking features to the new privacy protection regulations and to add machine learning capabilities to fill in the gaps in user journeys. In comparison to Universal Analytics, it’s built around events, not hits.

Dual tagging is a type of tracking setup which sends tracking information to 2 or more analytics tools. In the context of Google Analytics 4, it usually refers to duplicating tags, so that all visitor behavior is tracked in both Universal Google Analytics and also in GA4.

There is no need to transition just yet, but expect Google to transition exclusively to GA4 in the future. By dual tagging, you’ll be able to keep your Universal Analytics and start collecting data within GA4. Furthermore, GA4 offers features that were not available in the previous versions of Google Analytics.

No, views are replaced by ‘data streams’. A GA4 account only has an account and property level. Data streams are in a way much more versatile as they can connect data from the web, iOS, Android, and even server to server.

Measurement Protocol is an API, a set of instructions that developers can use to send data on user behavior directly from backend servers to Google Analytics servers. This kind of processing reduces the potential gaps in user journeys, ties online to offline behavior, and measures both client-side and server-side interactions.

Data Stream is a flow of data in Google Analytics. It can be set up to send data from a website, app, or backend server. Technically, it is a snippet of code added to a website or app to collect and send that data to your GA4.

Previous GA versions were receiving data in the form of hits of multiple types: page hit, event hit, e-commerce hit, etc. In GA4 all of those types are unified and called events. These new events are much more versatile than hits, especially on the reporting side.

GA4 implementation can be done via Google Tag Manager or directly with gtag.js snippets. We strongly recommend implementation via G Tag Manager as it enables the marketing department to manage their tracking without interfering with the developer’s work. It also offers advanced versioning and a straightforward debugging mode.

Useful resources