Google Analytics 4: the time to switch is now

Plus de temps à perdre pour passer à Google Analytics 4
A big change is on the horizon in how you read and interpret your website and digital campaign data. The transition to the next generation of the Google Analytics 4 data analysis tool will take effect on July 1, 2023. The current version (GA3l) will thereby stop compiling your data as of that date and the accumulated data will no longer be accessible as of December 31, 2023.

This is a revolution in itself, as this switch marks a complete reset of your data and will imply major changes in the way you read and analyze your website's performance.

Don't wait to install GA4

Comparing data from one year to the next is essential to validate the performance of your website and your various online initiatives. We therefore recommend that you continue using GA3l until the end of June 2023, but that you install GA4 now so that it will contain comparable data when GA3l is discontinued. Note that you will not be able to import your data history into GA4.

What to expect?

The changes proposed by Google are in compliance with the strictest international and European rules on privacy protection. For example, the tool will no longer store IP addresses, user data will expire after 14 months and it will target cookies less.

The changes brought by GA4 are numerous and therefore transformative. The data model and parameters are very different. For example, the events which currently allow collecting personalized data to analyze interactions on a platform will become even more central with GA4, and their operation has changed.

The bounce rate analysis will be replaced by the engagement rate which corresponds to one of the following 3 actions:

  • Stay more than 10 seconds on a page;
  • Have made a conversion;
  • Having visited at least two pages during the visit.

This will require adjustments and paradigm shifts in the reading and interpretation of performance data.

Riposte can help

Contact us to install GA4 now, we will be by your side to guide you in the interpretation of your analytical data.


Louis Duchesne

Louis Duchesne

Directeur des
opérations - associé



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