What does this mean for my website?

Google Analytics 4 is the next-generation website traffic measurement solution. The Old Universal Analytics is being phased out this year. On July 1, 2023, standard Universal Analytics properties will stop processing new website hits. If you still rely on Universal Analytics, we recommend that you prepare to use Google Analytics 4 going forward. We have been upgrading our clients over the last year. If you have one of our sites and don’t see it in your tags yet, no worries, you will be converted soon.

What makes Google Analytics 4 different from Universal Analytics? The way Google measures data is now based on ‘events’ and ‘parameters’. So for example, A page view is now considered an event. A parameter would be the activity on the page (event); i.e. Tracking video views or page scrolling for example. Here is a list from Google of automatically collected events and parameters, with no additional effort required from you.