Getting started with Google Analytics 4

From 1 July 2023, the current version of Google Analytics, Universal Analytics, will no longer be collecting data. From that date, you will have six months to access any collected information. While this may seem some way off, it’s a good idea to start getting to grips already with its successor: Google Analytics 4.

Why is Google making this switch?

  • The tool no longer meets the required standards for measuring events and behaviour.
  • Due to the decline in cookie usage, as well as an increase in cross-device platform usage, Google is moving towards a more flexible and privacy-friendly system.

How is GA4 different from Universal Analytics?

  • GA4 works cross-platform, meaning you can link apps and websites all in one report.
  • You get a completely new interface with fewer standard reports but more flexibility when it comes to custom reports.
  • Greater emphasis on privacy: anonymised IP by default, data processing on European servers, etc.
  • A revised model for measuring that is now event-based rather than session-based. Everything is considered an event, including page views.

Help, what now?

Until 1 July 2023, you can simply keep using Universal Analytics, and the data will continue to come in. Still, it would be a good idea to start working on your GA4 setup now. This will enable you to collect all the data you consider important on a platform you will be working with from 1 July 2023 onwards. What’s more, this will allow you to compare year-on-year using historical data in 2023.

How can Duke & Grace help?

At Duke & Grace, we are working with a set process to make sure you are still seeing the right data coming in in the future. This is how we aim to get you ready for the upcoming switch in the most efficient way possible.


Our roadmap

1. Exploration

Before we get started, it is important to make sure we establish a good strategic foundation. During this phase, we will cover:

  • Google Analytics Audit: we start by going through your existing setup and mapping how it was originally set up. 
  • KPI workshop: the audit can be supplemented with an additional KPI workshop, where we will explore together which data is important to you.
  • Cookie banner check: how does the current cookie banner work with your Analytics? Is everything in line with the current regulations? 

2. Measurement plan

Now that we have established our KPIs, we can start setting up your GA4 account. To keep everything on track, we will draw up a tailored measurement plan which will contain all the events we want to track, while also providing an overview and structure for your account. 

3. Execution

Once we have a good understanding of what it is we want to measure, we will move on to actually putting your measurement plan into action. 

  • We will configure your Google Tag Manager based on your prepared measurement plan, making sure the correct tags and triggers are set.
  • We will make sure Google Tag Manager is adapted to the Consent Manager, ensuring that the right tags are triggered when your visitors do or don’t consent to the use of cookies.
  • We will then create a GA4 account for your website and run it in parallel with your current Universal Analytics account.

4. Dashboarding

Dashboards ensure that your data is received in a manageable way. We make sure GA4 is working with Google Data Studio and create a dashboard based on the input from the KPI workshop.

5. Extend

In this final phase, we look at possible extensions or ‘nice to haves’. This will allow us to look at alternative tracking methods, such as server-side tracking using Google Tag Manager, or to run tools such as Matomo or Piwik Pro in parallel with GA4.

Prefer to make the switch yourself?

Let’s get you started with a quick GA4 course.


Want to find out more? We would be more than happy to outline our approach.

Drop your details here and we will get in touch with you soon.