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As of July 1, 2023

Transition from Universal Analytics to Google Analytics 4

The transition from Universal Analytics (UA) to Google Analytics 4 (GA4) marks a significant shift in how data is collected and analyzed. Here is a brief explanation of the transition:

Data Model

One of the major differences between UA and GA4 is the data model. UA relied on a session-based model, where each user interaction was grouped into a session. GA4, on the other hand, uses an event-based model, where each user action is treated as an individual event. This allows for more granular tracking and analysis of user behavior.

Enhanced Tracking

GA4 offers enhanced tracking capabilities compared to UA. It automatically tracks certain events by default, such as pageviews, clicks, video engagement, and file downloads, eliminating the need for manual event tracking implementation. GA4 also provides more flexibility in tracking custom events, allowing you to define and track specific user actions that are relevant to your business.

User-Centric Approach

GA4 focuses on a user-centric approach to data analysis. It uses an anonymous user ID to track user interactions across different devices and platforms, enabling a more comprehensive view of user behavior. This cross-platform tracking is especially useful in today's multi-device and multi-channel digital landscape.

Google Tag Manager Overview

Google Tag Manager provides a convenient and efficient way to manage and deploy tags on your website, reducing reliance on manual code changes in Drupal CMS and enables greater control and flexibility in tracking and marketing implementations.

Tag Management

GTM allows you to manage and organize various tags, such as tracking codes, pixels, and snippets of code, in a centralized platform. Instead of manually editing code on your website, GTM provides a user-friendly interface where you can add, modify, and remove tags without the need for developer assistance.

Deployment Control

With GTM, you can deploy tags on your website without directly modifying its source code. This means you can make changes to your tracking and marketing tags without the hassle of editing and updating code on every page. GTM acts as a container that houses all the necessary tags and deploys them based on predefined rules and triggers.

Simplified Implementation

GTM streamlines the implementation process by providing a simple copy-and-paste snippet of code that needs to be added to your website's header or footer. Once this GTM code is in place, you can manage and update tags within the GTM interface, reducing the complexity and time required for implementation.

Version Control

GTM offers version control, allowing you to keep track of changes made to your tags over time. This feature enables you to revert to previous versions if necessary and provides a record of tag modifications for easier troubleshooting and collaboration.

Rule-based Triggers

GTM uses triggers to determine when and where tags should be fired on your website. Triggers can be customized based on specific conditions, such as page URLs, clicks, form submissions, and more. This flexibility allows you to precisely control when tags are activated, ensuring accurate data collection and optimal user experience.

Testing and Debugging

GTM includes built-in debugging and preview features, allowing you to test and validate your tags before deploying them to your live website. You can use the preview mode to see how tags fire in real-time and debug any issues to ensure proper functionality.

Integration with Third-Party Tools

GTM seamlessly integrates with various third-party tools and platforms, such as Google Analytics, Google Ads, Facebook Pixel, and more. This integration simplifies the process of implementing and managing tags for these services, as GTM acts as a bridge between your website and the associated tracking or marketing platforms.