Google Analytics 4: The future of user insights

By Michelle Søndergaard Brøndgaard Nielsen | Apr 05 2022 | Business | Blogs | Statistics | GDPR | GA4 | Business Intelligence

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Maybe you’ve already heard that Google have started sunsetting Universal Analytics in favour of Google Analytics 4 – commonly referred to as GA4.

Universal Analytics will be fully deprecated on 1st July 2023. Customers with a Universal Analytics 360 license will have an additional three-month period of new hits processing, though, meaning that 360 users will have until 1st October 2023 to migrate to Google Analytics 4.

Within the Visiolink Business intelligence team, we are aware of the phase-out and currently looking into the new and improved opportunities that Google Analytics 4 offers.

Cross-platform overview

Google Analytics 4 unifies app and website measurements serving you with a cross-platform overview of events and user journeys.

Understanding how your users engage with your app and website means that you need to measure a diverse range of user interactions like clicks, page views, app opens, and more.

With Google Analytics 4, measuring those actions on all of your digital platforms in a consistent manner will become a lot easier. The new property type utilizes a more flexible event-based model for collecting the unique interactions that users have with your content, allowing you to measure any custom event that you set up. 

From cookies to machine learning

Cookies are widely adopted on the web. They do, however, pose a privacy risk. Moreover, the ability to opt-out of cookie tracking needs to be easy for European websites to comply with the EU Cookie Law – and users are increasingly using this method to protect their privacy. They are opting out of sharing data with third parties.

Google Analytics 4 takes into account that more and more users are opting out of cookie tracking. The new set-up will combine traditional user tracking with machine learning safeguarding user privacy while still generating the desired user insights and predictions.

Questions or concerns?

We will keep you posted when we know more, but if you in the meanwhile have any questions or concerns relating to Google Analytics 4 and the phase out of Universal Analytics, please feel free to reach out to me directly. 


Michelle Søndergaard Brøndgaard Nielsen


Michelle Søndergaard Brøndgaard Nielsen