Google Analytics 4 Questions for Your Marketing Company

What is Google Analytics 4, and why are business owners talking about it these days? You might have heard that Google has announced that they are going to change the Analytics services this year. But how will you know if this will affect your business? If you work with a marketing agency and are wondering if they know what to do about the change, this episode of Leverage Your Spark is for you. We’ll explain what you should ask to ensure that you won’t be negatively impacted when this change happens.



First, let’s just have a quick recap of Google Analytics. Google Analytics 4 or GA4 is the latest version of Google’s free service that enables you to track what users are doing on your website, or app. GA4 was first introduced last year, and we’ll be replacing the current version of the service as of July 1st, 2023. That means the previous version, also known as Universal Analytics, will cease data collection on July 1st, 2023. You also can listen to this episode “What is Google Analytics 4?”.

Here are the questions to ask your marketing company to ensure you aren’t negatively impacted:

Are we using Google Analytics?

There are numerous data collection services available, but Google Analytics is the most popular because it is free and it makes sense for anyone running Google Ads to use it.

If the answer to this question is no, you might ask follow-up questions about what data collection service is being used.

If the answer is yes, then you may want to also ask:

Have the website (or app) updates started collecting data into GA4?

GA4 is a whole new platform, so your website or app will need to be updated to work with it. It should have been added to the website last year, if possible so that when the current version of Google Analytics stops collecting data, the new version already has a year’s worth of data.

Small tangent here – data is only useful when it has context. Frequently that context is data from a previous period. Seeing how many people came to your website last month is a good piece of information, but it doesn’t tell you much unless you can compare it to how many people came last month or have another benchmark to help you give it meaning.

This leads me to the final 2 questions for your marketing company: 

Are we tracking any goals in Google Analytics?

With GA4, or any data collection service for websites, you can set up goals so that the data being collected can show you if the things you want to have happen with your website (or app) are happening.

And the final question to ask your marketing company is:

What else should we be tracking in Google Analytics to show progress towards our goals?

These tracking services are very powerful, but to get the insights that can help you make informed decisions and reduce stressing & guessing, they need to be configured to track the events that matter for your organization.

You deserve to be informed. This data can help fuel your critical decisions, improve your odds of success and even serve as a “goal GPS.” 

If you aren’t sure where to start, click here to get the 5 ways to discover metrics that matter.

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