Google Analytics is one of the best and most famous site analysis tools. Data analysis is one of the most important branches of digital marketing. The importance of data analysis and site statistics is so high that nowadays large organizations hire people as data analysis specialists.

There are many tools for analyzing the statistics of a site. Among the available tools in the field of data analysis, analytics is considered one of the best.

Google Analytics 4 is a new version that Google has replaced the old version, Universal. As you know, digital marketing tools are constantly changing and updating. Analytics, like other tools, had constant changes.

For example, if a person has been working with this tool for years, he may face a new option one morning when he starts his work! In this article, we want to fully explain the new version of Analytics. So stay with us until the end of this article.

What is Google Analytics 4?

As we said, Google Analytics 4 is the latest version of analytics. This new version offers businesses more interesting statistics than previous versions. Among the interesting and general statistics of this version, we can mention the presentation of new and useful reports, more complete information on the activity process and user behavior criteria on the site, and predictions based on AI. Next, we want to check the Real-time, Life Cycle, User, and events in this version.

Introducing Real-time section

The first part that you should familiarize yourself with is Real-time. This section of Google Analytics 4 gives you an overview of your site right now. For example, one of the main and most famous tools of this section is to see the number of online users of your site right now.

A very important point about the number of online users of the site is that only users who take action are considered among these people. In the next section, you can see what system your users use to enter the site. For example, they entered the site with a laptop, tablet, or phone. These statistics allow you to have more accurate information about the audience.

You can also see the general statistics of your social networks in the following sections. One of the main statistics you need is the most used keywords. In this section, you can see what keywords your users entered your site with.

the real-time section in Google Analytics 4

In the next section, you can see which page your users are currently visiting. Using this method, you can find the top pages of your site.

The next part refers to the geographical area of users. The noteworthy point is that the statistics of the last episode cannot be trusted. As you know, many people may use a filter when entering the site, and changing the IP of users will cause errors in these statistics. In this episode, you got to know the real-time section in GA4. Next, we want to talk about other sectors.

Introducing the Life Cycle section

One of the main parts of Google Analytics 4 is the Life Cycle part. This part means “life cycle”. In other words, this section can be interpreted as showing the user’s login process from the beginning and what he does. This section includes very useful sections, each of which gives us comprehensive information about the site’s status.

One of the important points in these parts is that each branch is divided into sub-branches. A complete review and analysis of this section can lead to faster growth of our site. This part consists of 4 parts: acquisition, engagement, monetization, and retention. In the following, we will introduce each of these sections.

Introducing the Acquisition Department

Perhaps we can say that the acquisition section is one of the most important sections of Analytics 4. This part is about recruiting new people. In this section, you can see from which channels new people entered your site. You can also compare the statistics of inputs from different channels such as social networks and organic search.

Introducing the Engagement section

The next part is Engagement. This part is related to the application activity. For example, you can see how long users have spent on which pages of the site. You also have access to statistics such as website page views and user returns to the site.

Introducing the monetization section

In the monetization section, you can see and check the statistics of purchases and subscriptions. You can check in-app and electronic purchases as well as advertisements and subscriptions from this section.

Introducing the retention section

In the retention section, you can see the statistics related to the conversion of users. For example, you can see the statistics of your users coming back to your site. You can also track the conversion of new and potential users in this section.

Introducing the user section

The user section introduces and reviews site users. The purpose of this part is to get to know your site users better. You certainly know how important it is to have accurate information about users. For example, if you know that most of your users access your site with a desktop, you can arrange your next programs based on this system. This section includes two important parts, demographics and tech. In the following, we will explain these two branches.

Introducing the demographics section

The first part of the user section is this section. In this part of Google Analytics 4, you can get to know comprehensive information about your audience’s persona. For example, you can see which countries and cities your users are from. Also, this section gives you good information about the age, gender, and interests of the users.

Introducing the tech department

This section is for more specialized information about users entering your site. In this section, you can see with which operating system or platform your users have entered your site. The interesting thing is that you can also find out the resolution of the image and the model of their device!

Introducing the Events section

One of the main differences between Google Analytics 4 and its universal version is the definition based on these events. In the old version of analytics, you could see different reports even without event definition. But in the new version, the working basis of analytics is these events, and without defining them, you cannot see certain reports. In this part, we want to check two parts, event and conversion.


To create an event in Analytics 4, you must send and set 4 categories of information including category, action, label, and value. Analytics 4 works in 4 ways to set the event, as you can see below:

  • Automatically Collected Events
  • Enhanced Measurement
  • Recommended Events
  • Custom Events

These 4 categories mean that analytics is very important to events and provides you with more freedom of action. To view event statistics, click on the event option from the acquisition section.

Introducing the conversion section

Conversion is another part of acquisition. Conversion means conversion rate. As you know, complete conversion rate information can help you a lot. In this section, you can see how well your site has worked and managed to attract the audience.

What will happen to the universal version and its data?

At the same time as any change is made in the world of digital marketing, a very wide wave is created. Naturally, everyone is used to the previous version, and the phase change and migration to Google Analytics 4 can be troublesome for them. On the other hand, digital marketing always moves according to the needs of the day and is accompanied by new developments.

The digital world and its tools have seen a lot of changes. None of the current digital marketing tools are working as well as they did a few years ago. So we have to accept these changes and adapt ourselves to them as soon as possible.

One of the questions people ask is what will happen to the data of the previous version, i.e. Universal, with the arrival of GA4. Naturally, when Google also makes a big change to one of its most popular tools, everyone thinks about it. So nothing special happens to your Universal Analytics data and you can see all these data in Analytics 4.

The very important thing about Universal Analytics is that after a short period, it completely fails. Despite the unwillingness of many marketers to this version and not being used to working with version 4, they should learn how to use it and say goodbye to the old version!

One of the most interesting news about the change from the old version to the new analytics is the interview of the product manager of Google. The product manager of Google considers the reason for this big change to be the inefficiency of the universal version for searches in the new generation. Also, he says that the method of measurement in the universal version is old and not suitable for the current time.

Do we have to replace universal version 4?

According to Google, everyone can receive and analyze their site information in the universal version until July 1, 2023. After that, they can view and receive information in this version for 6 months, and after that, they have to use the new version, Analytics 4. One of the most common questions people have is their current version of Analytics. If you built Analytics before October 14, 2022, you’re using the Universal Edition.

But if you built your property after this date, you don’t need to do any special process. Be sure to launch this faster version as soon as possible so that your data is collected. Of course, it should be noted that if you change and migrate faster, you will get to know the new version much easier and get used to its various parts. Of course, it is important to mention that you can have two versions of Universal and 4 at the same time.

But the most important thing is the great attention of Google to the new version. Naturally, all the activities and updates of Google have strong reasons. Of course, most of the time, he does not reveal and publish these reasons. But we know that if Google makes a big change or update, it is for the growth of more businesses.

In the continuation of this article, we will learn about the general changes of version 4 and Universal Analytics. In this section, you can see what the purpose of these Google changes was. So it is better to update analytics as soon as possible to take advantage of its new features.

What’s new in version 4? (Generally)

To wrap things up, we need to talk about a bunch of new analytics capabilities. Naturally, when Google also gives a big update, it has many purposes. If you want to see the Analytics 4 tutorial and learn more about it, you must first know these issues and have sufficient mastery over them.

New reporting options

Analytics 4 has a series of extremely professional reports. Perhaps we can say that these reports are one of the main changes of version 4 with Universal. This reporting option is called Analysis Hub. Using this report, you can check great information and dig deeper into your on-site workflow.

One of the parts of this report is Exploration. You can find Analysis Hub from the left menu and use its features. This part is related to 3 categories Variables, Tab settings, and Output. Each of the components of this section can provide you with valuable information and analysis about your site.

Analytics event-oriented model 4

One of the main differences between Analytics 4 and the old and universal version is that Analytics 4 is event-oriented. As you know, Universal Analytics was defined based on goals. However new analytics are defined based on events.

Using events makes it much easier to analyze people. For example, one of the use cases of this model is the analysis of advertising campaigns. We said earlier that the purpose of this change and update was to align with the new generation of businesses. The event-oriented model is also one of the main pillars of current businesses.

Insights Whit Machine Learning

This feature is one of the most advanced features of Analytics 4. Machine learning is defined based on artificial intelligence. Despite its functionality, many of the shortcomings of site analysis are covered in Analytics. One of the main applications of these algorithms is in business analysis. Definitely, with the help of this technology, you can get very advanced statistics from Analytics 4 and enjoy the results.

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