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Getting to grips with GA4

Getting to grips with GA4

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Unless you’ve been hiding under a rock, you’ll know that GA4 (Google Analytics 4) is coming. In fact, the switchover will happen on 1 July. That means your account will be automatically switched to GA4.

If that’s made you panic, worry not! I chatted with Amanda Webb of Spiderworking and she shared some invaluable tips to make this massive change a bit less painful. Watch the video below, or scroll down for the show notes.

Show notes


  • Minal welcomes the audience to “The Marketing Mix” podcast and introduces Amanda as a special guest.
  • They discuss the significance of Google Analytics 4 (GA4) and its major changes compared to the old version.
  • Amanda, an analytics specialist, shares her background in marketing and her journey to becoming an expert in analytics.
  • Understanding Google Analytics 4 (GA4):
  • Amanda explains that GA4 is a completely new version of Google Analytics built from scratch.
  • The shift towards GA4 is driven by the need for increased privacy compliance and advancements in AI technology.
  • Privacy concerns and legislation, such as GDPR, have influenced the development of GA4.
  • The new version is designed to adapt to the current internet landscape and provide a more comprehensive measurement approach.
  • Instead of focusing solely on page views, GA4 introduces the concept of events to capture user interactions more accurately.

Differences Between the Old and New Versions:

  • Minal shares her experience of using both the old and new versions simultaneously.
  • Amanda highlights some key differences, including terminology changes and the introduction of default channel grouping.
  • Default channel grouping simplifies the categorization of traffic sources, making it easier to analyze data.
  • GA4 introduces engagement rate as an alternative to bounce rate, offering a more nuanced understanding of user behaviour.
  • Goals in the old version are now referred to as conversions in GA4, and the setup process is slightly different.

Monitoring Important Metrics:

  • Minal asks Amanda about the essential metrics small business owners should monitor in GA4.
  • Amanda emphasizes the significance of setting up conversion events based on desired user actions.
  • She recommends defining the steps towards conversion and tracking each stage as separate events.
  • For example, in e-commerce, events can include adding items to the cart, initiating payment, and completing a sale.
  • Amanda advises businesses to focus on conversions rather than just website visits, as conversions indicate successful outcomes.
  • Amanda also recommends utilizing additional tools like BigQuery for advanced data analysis and Microsoft Clarity for session replay and heatmaps.

Transitioning to GA4:

  • Minal inquires about the deadline for transitioning to GA4.
  • Amanda explains that Google initially provided a transition period but is now urging users to switch over.
  • She cautions against waiting for the automatic transition, as it may result in the loss of old data and confusion with the new system.
  • Amanda encourages businesses to take control of the transition process, allowing them to ensure a smooth migration of goals to conversions.

Overcoming Resistance to Change:

  • Minal and Amanda acknowledge the resistance to change due to familiarity with the old version.
  • They discuss the challenge of adjusting to the new interface and relearning where to find specific features.
  • However, they emphasize the importance of embracing GA4’s capabilities and the value it offers in terms of accurate data analysis.


  • Minal and Amanda wrap up the conversation, highlighting the need for small business owners to adapt to GA4.
  • They stress the significance of installing GA4 on websites as soon as possible to avoid any data loss or confusion.
  • Amanda assures listeners that although the transition may require some adjustment, GA4, along with tools like BigQuery and Microsoft Clarity, ultimately provides a more comprehensive and effective analytics solution.

Note: This transcription has been edited and condensed for readability and clarity.

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