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Google Analytics 4 - What you need to know!

Recent major shifts data collection driven by new user privacy standards have contributed to Google’s release of GA4 analytics platform, allowing merchant teams more insight into their customer data.

A customer-centric model provides a more wholistic view of your business.

“You’ll also get a better understanding of your customers across their entire lifecycle, from acquisition to conversion and retention. This is critical when people’s needs are rapidly changing and you have to make real-time decisions in order to win - and keep - new customers.”

Vidhya Srinivasan VP/GM Buying, Analytics and Measurement, Google Ads

Google will stop recording data July 1, 2023 in the current version of GA. We know YoY numbers  are important, so make sure to get set up in GA4 before the end of 2022.


  • Google’s advanced machine learning can alert you to new trends in your data
  • Predictive analytics based on customer groups
  • Robust audience creation and updated Google Ads integration
  • Ability to measure in-app along side web interactions, cross device tracking
  • No more goals, replaced by event based conversion tracking
  • Overhaul to how filters and views are presented, this may be a learning curve for teams!
  • Advancements in funnel analysis, channel groupings, user retention metrics


Create a new GA4 property here - Meet the next generation of Google Analytics - Analytics Help and we’ll help with the rest!

Please contact Imagination Media to set up a call to go over the resources required to make the switch! This platform will be where Google continues to innovate and add new features (Forecasting! Modeling!) , so it’s important to begin adoption in 2022.



Introducing the new Google Analytics

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Founded in 2011, IM Digital is a full-service e-commerce agency for D2C, B2B, and retail brands ready to become a household name.

IM Digital helps bold brands become big with a combo of technology, strategy, and creativity.
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