Google Analytics 4: 5 Things Every SME Needs to Know About the New Analytics Generation

1. Introduction

On July 1 2023, Google officially sunset Universal Analytics (UA) and fully transitioned to Google Analytics 4 (GA4). For small and medium‑sized enterprises (SMEs) in Switzerland, GA4 is not merely an update but a fundamentally new platform. Without migrating, no new data will be collected beyond July 2023. This article outlines five critical aspects Swiss SMEs must address to ensure a smooth GA4 migration, avoid data loss, and leverage the full power of the new analytics generation.

2. New Data Model: Event‑Based Tracking

GA4 shifts from UA’s session‑ and pageview‑centric approach to event‑based tracking, capturing every user interaction—page views, clicks, scrolls, video plays—as an event. The traditional bounce rate has been replaced by engagement rate, which counts any session as “engaged” if the user spends over 10 seconds or triggers a second event. This model delivers deeper, more flexible insights but requires rethinking KPIs and reports: UA and GA4 metrics are not directly comparable. Google notes that due to new data models and ML‑driven gap‑filling, GA4 will naturally report different figures than UA.

3. Advanced Analysis & Cross‑Device Capabilities

GA4 unifies web and app data into one property and leverages Google Signals for true cross‑device tracking, showing a user’s journey from smartphone to desktop in a single view. Funnels and path analyses can now be applied retroactively on all collected data without prior configuration. The free BigQuery integration—formerly a 360‑only feature—lets SMEs export raw data for custom queries and dashboards. Built‑in lifetime‑value metrics and additional AI‑driven reports provide richer insight into customer behavior.

4. Future‑Proof with AI & Privacy by Design

Figure: Third‑party cookies are being “eaten” – GA4 relies on first‑party data and AI modeling for future‑proof analytics.

With third‑party cookies on the way out, GA4 emphasizes first‑party data and uses statistical modeling (behavior & conversion modeling) to fill gaps when cookies are blocked. Its predictive analytics forecast purchase or churn probabilities, enabling targeted remarketing via Google Ads. At the same time, GA4 adheres to Privacy by Design: IP addresses are used briefly for geolocation and not stored permanently; default data‑retention is two months (extendable to 14) to honor data‑minimization principles.

5. Proper Setup: Tips to Avoid Common Pitfalls

• Parallel Tracking: Deploy GA4 alongside UA ASAP to build historical data; export key UA data before it stops updating in late 2023.
• Google Tag Manager: Use GTM for Enhanced Measurement (scrolls, clicks, downloads) and easy event setup without code edits.
• Custom Events & Conversions: Define business‑critical interactions (forms, purchases, downloads) as user‑created events, then mark them as conversions—choosing “once per session” where needed.
• UTM & Channel Grouping: Apply consistent UTM tagging so GA4 attributes traffic correctly and avoids “(unassigned)” visits.
• Internal & Bot Filters: Set up internal‑traffic rules (IP filters or traffic_type=internal) and enable bot exclusion to keep data clean.
• Links to Ads & Search Console: Only a GA4‑Ads link provides full campaign and search insights in your reports.
• DebugView & Audit: Validate your implementation live in DebugView and follow a GA4 audit checklist (timezone, site search, stream settings).

6. Data Protection & Legal Considerations for Swiss SMEs

Switzerland’s revised Data Protection Act (revDSG) took effect in September 2023. GA4 transfers personal data to the U.S.—a country not recognized as having an adequate data‑protection framework from a Swiss/EU standpoint. SMEs should implement granular consent management: opt‑out for Swiss visitors, opt‑in for EU users, to mitigate legal risk. Update privacy policies to explain GA4 data collection and provide opt‑out mechanisms (e.g., browser add‑ons). On‑premise solutions like Matomo remain an option when supreme data sovereignty is required.

7. Conclusion & Outlook

Google Analytics 4 is a new analytics generation, not merely an update. Swiss SMEs gain advanced event tracking, cross‑device insights, AI‑driven forecasts, and free BigQuery exports. Early migration and adherence to the points above prevent data loss, familiarize teams with new metrics, and establish a foundation for data‑driven decisions. GA4 will continue evolving—expect deeper predictions and tighter Ads integration. Now is the ideal time to future‑proof your analytics setup, fully compliant and ready for the changing privacy landscape. Good luck with your migration!