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2023: The Year of Google Analytics 4

2023 is officially upon us. If there is one area of focus for digital marketers in the new year it has to be Google's shift away from Google Universal Analytics to Google Analytics 4. Scheduled to officially transition on July 1, 2023, Google Analytics 4 (GA4) is the latest version of Google Analytics. Our team at Street Digital Media will continue to provide tips and tricks leading up to the official rollout to help guide multifamily marketers through the transition. For starters, here are some key differences between the two versions of Google Analytics. These can be very helpful when explaining to owners and/or asset management teams the reason behind the shift to GA4.

  1. Data Collection: GA4 uses machine learning to collect and process data, while UA relies on traditional tracking code.

  2. User-Level Data: GA4 collects user-level data by default, while UA requires additional configuration to do so.

  3. Data Privacy: GA4 offers more robust data privacy controls, including the ability to automatically mask IP addresses and the option to disable data collection for certain events.

  4. Event Tracking: GA4 uses events as the primary method of data collection, while UA relies on pageviews.

  5. Custom Dimensions and Metrics: GA4 allows you to create custom dimensions and metrics in the property settings, while UA requires you to define them in the tracking code.

  6. Cross-Device Tracking: GA4 offers native cross-device tracking, while UA requires the use of additional tracking code or third-party solutions.

  7. Platform Support: GA4 is available for web, Android, and iOS, while UA is only available for web.

  8. Integration with Google Ads: GA4 has a more seamless integration with Google Ads, allowing you to view data from both platforms in a single place.

Overall, GA4 offers a number of enhancements and new features compared to Universal Analytics, including more advanced data collection and processing, better data privacy controls, and improved integration with other Google products. As a reminder, Universal Analytics is scheduled to sunset on July 1st, 2023. It's best to use the first half of the new year familiarizing yourself with GA4 and the differences it brings. We'll continue to provide details regarding the transition and expectations leading up to the official transition date. If you have any questions or need assistance with the transition, please feel free to contact our team at


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