Introducing Google Analytics 4

By Vince Mancari 

Digital Project Manager, BBS & Associates 

I know, I know. Change can be hard.  

Especially when it moves at lightning speeds, like technology does. To stay on the cutting edge, the best thing (really, the ONLY thing) we can do is jump on and ride the wave to keep up! 

Enter Google Analytics 4. 

 You’ve probably seen the recent Google announcement that Universal Analytics is going away. As of July 1, 2023, the tool we’ve all referred to as ‘Google Analytics’ for years will stop processing new events permanently. 

 And the team at BBS & Associates wants you to know: This change is a good one! 

 Google Analytics 4 (GA4) is quite different from Universal Analytics and will take some getting used to, for sure. However, it’s designed to reflect the way the internet works today. GA4 operates across platforms, does not rely exclusively on cookies, and uses an event-based model to deliver you insights about your users. 

 Here’s a few ways Google Analytics 4 will enable you to track data and communicate more dynamically with your customers or support base: 

  • More complete “customer” journey tracking 
  • Improved ways to analyze your user engagement 
  • Simplified setup and tracking of events + conversions — enabling you to better understand and optimize your online properties 
  • More powerful capabilities for building audiences for your ad campaigns 
  • Greatly updated features for managing user privacy and tracking 

See? Good change … no, GREAT change! 

Our recommendation moving forward is to make the switch now to Google Analytics 4 (GA4). Here’s how to do that:

  1. Prioritize setting up basic tracking in GA4. It will require minimal effort from you. 

We advised clients to have their GA4 property created and basic tracking set up by June 30, 2022 — that way they have an entire year’s worth of data by the time Universal Analytics stops processing new traffic. If you’re not there yet, don’t worry! Your current Analytics is still processing data. Set up GA4 soon and you’ll still have virtually an entire year’s worth of data before it goes away. (Note: We’d love to help! Reach out to us via, and we’ll help you make the transition with confidence.)  

2. Follow Google Support to make the process as seamless as possible. You can find the Google assistant here: 

[Google Support] 

3. Once basic tracking is installed and running on your website, build a plan for customizing your GA4 account to serve you in all the ways (and others) that Universal Analytics did…

-conversion goals

-event tracking

-reports — and more

Starting now will enable your digital team to complete the implementation and become familiar with GA4 before Universal Analytics goes away. 

Please reach out to BBS and Associates for help! We are here to serve you and can help you make sense of the technology and the many ways GA4 will improve and enhance your website and outreach. 

Contact Vince Mancari at or 330-665-5227 today. 

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