Google Analytics is changing. Google Analytics 4 (GA4) will be the only platform that processes data beginning in the middle of 2023 replacing Universal Analytics (UA). If you have been struggling to wrap your head around GA4 and all of its new features, below is a list of commonly asked questions surrounding the new property type.

When does GA4 replace UA?

Google has announced that it will sunset Universal Analytics July 1st, 2023.

What is GA4?

Google Analytics 4 (GA4) is now officially the recommended property type of Google Analytics and will become the only option beginning July 1, 2023

Will I still be able to utilize historical data from UA?

You will have until the end of December 2023 to download your historical data from UA.

How does GA4 collect data compared to UA?

GA4 utilizes an event-based model to track and collect data on a group of events recorded for a user in a given time period. Whereas UA’s session-based data model, is a group of hits recorded for a user in a given time period.

How do you set up GA4?

Blue Flamingo will be setting up GA4 for all our maintenance clients by the end of 2022. If you don’t have a maintenance agreement and require assistance, please email us at

Is GA4 harder to use than UA?

GA4 is not necessarily harder to use than UA, but it is different in many ways. However, all our maintenance clients have access to Blue Flamingo’s own reporting tool and you’ll be used to a similar look and feel for all your GA4 reports. We will enable your GA4 dashboards in June 2023. Up until then, you can still explore your GA4 as well as UA data within our reporting tool.

What is engagement rate in GA4?

An engaged session lasts longer than 10 seconds OR results in a more conversion event OR has 2 or more page/screen views. Engagement rate is the percentage of sessions considered “engaged” by Google to your total sessions. For example, if you had 100 engaged sessions, and 1,000 total, your engagement rate would be 10%.

Where is bounce rate in GA4?

Bounce rate is no longer a metric in GA4 as it once was in UA, with its counterpart “engagement rate” taking the reins. Google says the metric can be misleading and unreliable, especially on mobile devices as users tend not to generate multiple page views during these shorter sessions.

Can you link GA4 with Google Ads?

Yes, linking Google Analytics 4 properties to to both individual and manager Google Ads accounts is possible. Doing so will give you a better understanding of your customer cycle. Each property can have up to 400 links.

Can you link Google Analytics 4 with Search Console?

Yes, you can connect your GA4 account with your Google Search Console property. By integrating the property with GA4 you can view data on things such as queries, impressions, clicks, landing pages, CTR, etc.

What is a Conversion in GA4?

A conversion in GA4 is any event you flag to let Google know that it contributes to the success of your business. Users interacting with your site or app will trigger these events. Triggered events will then register a conversion in your GA4 property.