Universal Analytics vs. Google Analytics 4 Explained for Shopify Merchants
GA4 is the new version of Google Analytics. Universal Analytics shortly UA, also known as GA3, is the previous version. With this technology, new features were brought, and existing features were improved. It is called Google Analytics 3 because it is not a product that receives Universal Analytics core updates. Since Google Analytics 4 is a more advanced service, Google suggests parallel tracking - not directly using ONLY UA but UA and GA4 together.
While these suggestions can be made through communication channels such as e-mail for users who already have accounts, At the same time, the instructions created under the "GA4 Setup Assistant" title in the Property section provide a guide for its users to start using GA4. If the user does not have an account, the account and property can be created from the website https://marketingplatform.google.com/about/analytics/. With the "Create Property" button in the "Property" column on the main page, after entering the property name, property time zone, and currency information and completing the necessary operations successfully, there is no need to take any action to use Google Analytics 4; is used by default.
Can I still create a Universal Analytics account?
Google also offers this option. Universal Analytics can be used by selecting the "Create a Universal Analytics property" option from the "Show advanced options" section after entering the property name, property time zone, and currency information with the "Create Property" button in the "Property" column on the main page.
In summary, Google Analytics 4 is promoted by Google and is used by default in newly created properties. If the user has an account, they can use it in Universal Analytics if they want, but for best practice, it is recommended to use both.
Should I Upgrade to Google Analytics 4?
The short answer is yes!
Although the upgrade used here is not a correct definition, it is very frequently used. The process is to define a new account for the currently used account rather than leveling up. If the user has an existing account, a new account can be defined with the necessary instructions from the topic titled "GA4 Setup Assistant" in the property column. With this process, the UA account is linked to the GA4 account.
The GA4 Setup Assistant is a tool that you access from your Universal Analytics property. It adds a Google Analytics 4 property alongside your Universal Analytics property. When you click on the GA4 Setup Assistant, this window welcomes you.
The Setup Assistant provides and guides you through the steps you need to complete to complete the setup of your Google Analytics 4 property. By clicking the "Get Started" button, you can successfully follow the steps and complete the setup. If you are worried that your old account or data may be lost, you have no reason to worry. This is just creating a new property - and they will work together. anything won't get lost.
Why GA4?
GA4 is the default version now for Google Analytics. The fact that this product is a default feature means that every new development and update created by Google will be integrated and supported fast, stable, and successfully. Some of the new features are:
Data collection: Event-based data collection method
Basic configuration: Automated event collection
New User Interface: Different organization and interface
User recognition: Improved user ID recognition with Google Signals
Real-time reports: API and included improved real-time reports in APIs
New audience builder
Conversion tracking
Debug view: Built-in debug view within GA4
Funnels: Best and more funnels ever with great features
Path reports: New elements in path reporting and backward pathing
BigQuery: BigQuery integration
What will happen to Universal Analytics?
Nothing will change; it will remain as it is. The reason for this is Google recommends that parallel tracking. It is suggested that it is better to use both GA4 and UA accounts and follow the reports.
Parallel tracking is done by using both accounts at the same time. Your Universal Analytics property remains 100% up and running. This is because you won't feel pressured to upgrade and potentially lose existing data. At the same time, by starting to use Google Analytics 4, the users will have the chance to benefit from new features and get used to the platform.
How to set up GA4 on Shopify?
There are 3 ways to set up Google Analytics 4 on your Shopify store: Shopify Apps, Set up Google Analytics 4 on Shopify with Google Tag Manager (GTM), and Shopify GA4 Kit.
The first method is to use Shopify apps. Various paid Shopify apps support Google Analytics 4 which can be found in the market. The apps passes the relevant data to Google Analytics 4 mostly using Google Tag Manager. Analyzify is a solution for Google Tag Manager, Google Analytics 4, Facebook Pixel, Google Ads Conversions and many other data-analytics integrations.
The second method is to use Google Tag Manager. GTM has always been the best method for data solutions. As Analzify, we have created a complete course on Google Tag Manager - Shopify integration, and it includes three lessons related to Shopify - Google Analytics 4 integration. The course is accessible on Youtube, and you can get detailed information about Setup Google Tag Manager on Shopify, Install Gooogle Analytics 4, Set Up Purchase Data Layer on Shopify and Set up GA4 Ecommerce Tracking in 4 steps.
The third method is a free and app-free way created by Analzify: Analyzify GA4 Wizard. You can experience this alternative way, created for users who do not want to pay for applications, in just 6 steps and 10 minutes. The following code block will be the e-commerce tag that the Analyzify team specifically created for you. This is where the magic happens with Shopify GA4 Kit.
Detailed information about setting up the GA4 can be found in the article Google Analytics 4 for Shopify on the Analyzify Hub.
Best Practises for Shopify Stores as a summary;
Keep your existing UA integration
Add Google Analytics 4 within Universal Analytics
Assure that has e-commerce and user-level tracking
Get help from the Analyzify app & team if it is needed.