Our beloved Universal Analytics will no longer be in our lives as of July 1, 2023😭 Now you have to slowly get used to the new version of google analytics, GA4, and gradually say goodbye to the UA version.

So why does Google completely abandon the UA version and technology that everyone is used to and switch to GA4?

Universal Analytics had a cookie-based user tracking technology. Well; If a user was visiting your site while UA codes were defined on your site, cookies were sent to that user’s web browser so that we could track the user’s page views, activities and e-commerce actions on the site throughout the session, and in other words, the UA offered us a session-based data model. Considering that a user is making transactions on more than one device, we have a high probability of losing the user in UA. (We can even say that we were losing). Therefore, these days, when cookies are rapidly disappearing from our lives, Google rightly did not want to develop this structure any more and made the final decision to move it to an event-based structure.

With the new GA4, Google is transitioning from the session-based data model to the event-based data model. Businesses will be able to measure across platforms and devices with multiple identities. In this process, it will be able to use data, Google Signals and cookies if needed. It also offers reporting based on GA4 artificial intelligence and machine learning. It seems to provide useful insights in the marketing world with its Insight feature. We can say that it is a very useful feature especially for the marketing industry. Now GA4 looks more powerful in measuring user’s future behavior