How to Safely Switch to Google Analytics 4 in WordPress
It’s been a while since Google introduced Google Analytics 4, its latest iteration of website measurement and analytics product. People had more than two years to get used to it before the company announced, in March 2022, that the previous version of the product, Universal Analytics, would stop processing new hits on July 1, 2023, or October 1, 2023, in the case of Universal Analytics 360 properties.
If you’re just starting with Google Analytics, you have nothing to worry about – the account creation process is geared towards Google Analytics 4. You need to take a few extra steps to get Universal Analytics. It might not be available at all when you’re reading the article.
But if you’ve been using Universal Analytics, you don’t have much time before the tracking stops. So the sooner you set up Google Analytics 4 for your website, the better. So let’s see if we can help you out. In this article, we’ll show you about:
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In the Universal Analytics termination date announcement, Google described UA’s core proposition as something attuned to the demands of an era characterized by sessions, cookies, and desktop-first experience. As that era changed, Google created a new tool to better suit users’ needs.
The new benefits of Google Analytics 4 as compared to Universal Analytics include:
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The ability to track websites as well as mobile apps.
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More and better event-based measurements.
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A better and more accurate insight into the buyer journey.
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Improved user privacy control options.
While you have little choice in switching to GA4 if you want to continue using Google’s analytics tools, the change comes with plenty of benefits many in its user base will welcome.
The best way to get familiar with Google Analytics 4 before connecting it to your website is by examining the GA4 demo account. You can choose between a property with web data only and one that combines app and web data. Between the two, you’re bound to learn a lot about Google Analytics 4.
If you already have Google Analytics set up for your website and you’re wondering how to switch from the soon-to-be-deprecated Universal Analytics to Google Analytics 4, the good news is that you don’t actually have to switch. Before the tracking for Universal Analytics stops, you can run both in parallel and access them for data. Because GA4 only uses the data it collects from when you start using it, you’ll also need to go back to your UA property for past data.
Luckily for everyone, Google has included a very useful tool called the GA4 Setup Assistant that will guide you through the process of creating a GA4 property for your app or your website. First, you must navigate to Google Analytics and find the appropriate account and UA property that links to your website. After accessing them, click on the Admin options in the lower left-hand side corner, and click on GA4 Setup Assistant.
In the next step, you’ll be asked to choose between connecting an existing Google Analytics 4 property and creating a new one. Because you’re making a new one, that’s the option you need to choose. Press the Get Started button, and the setup assistant will inform you of the next steps in the process.
As you can see, the assistant will copy the settings from your UA tag and do some other things for you. It will, however, refer back to you for setting up a website tag.
If you already have a tag installed on your website and the assistant recognizes it, you can use the tag found on your site. You won’t have to change the code to your site, and the users on the GA4 property will be added to the users on the tag. That’s the road Google recommends you take.
You can also reuse a Google tag you have access to or create and install a new tag.
The setup assistant will give you access to your Google tag during the setup process. Depending on your chosen installation method, you might not need it at all. Just know that if you create the property without setting up the tag correctly, you’ll be able to find it later.
You’ll have two options for installing the tag to your website – manual installation and using a plugin. Installing a tag manually involves copying and including the code in your theme’s header.php file. That method is only recommended if you know exactly what you’re doing, however, and should include the use of a child theme.
A more novice-friendly option involves using a plugin. As part of the GA4 setup process, the assistant will provide instructions on connecting your site with GA4 using the Site Kit or MonsterInsights plugins. For instructions on how to do it using another plugin, or if you want to learn to do it manually, you can check out our guide on adding code to the WordPress header and footer.
If you’re unsure where to find the tag, navigate to your new GA4 property, and bring up the Admin panel. There, you’ll find the Data Streams option.
Choosing that option will list your data streams, including the newly made GA4 property. Once you click on the property, you’ll see its web stream details – name, URL, stream ID, and events. Next, you’ll see the Google tag options near the bottom of the page. Finally, at the very bottom is the View tag instructions – click on that option.
This will bring up installation instructions that will show you how to install the tag for specific site builders and CMSs and manually. Choose the latter to see your Google tag.
Let’s Wrap It Up!
Google Analytics is one of the most valuable tools for tracking your website’s performance. With Google Analytics 4, it only became better, and it’s tough to see it heading in any other direction in the future. So make sure you have the latest version of Analytics monitoring your website, and ensure you add it before the previous version ceases operation.
