Integrate Optimizely with GA4
Google Universal Analytics and Google Analytics 4
In 2019, GA4 was introduced with the aim of helping businesses approach evolving measurement standards, which involved the following capabilities:
- Measuring different kinds of data
- Delivering a strong analytics experience
- Visualizing unified user journeys across websites and apps
- Predicting new insights with machine learning
- Keeping up with a changing ecosystem (find out more here)
GA4 has become Google's recommended version of Google Analytics. Its previous versions – Universal Analytics/Classic Analytics – are some of the most popular analytics tools in use today, but GA4's updated capabilities have been pushing customers to migrate.
Here are some key differences:
| Universal Analytics | GA4 | |
| Measurement | Session-based | Flexible event-based |
| Reporting | Limited across platforms and devices | Fully enabled across platforms and devices |
| Debugging | No DebugView report available | DebugView report available |
| IP anonymization | Can be enabled/disabled | Enabled by default – can’t disable it due to privacy laws |
| Automation | Limited | Machine learning-based |
On July 1, 2023, GA4 will officially replace Google Universal Analytics.
Integrate Optimizely with GA4
If you would like to migrate to GA4 now, we have several guides on how to integrate Optimizely Web or Full Stack, depending on your use case:
- Integrate Optimizely Web with GA4
- Integrate Optimizely Web with GA4 using Google Tag Manager
- Create segments for Optimizely Web in GA4
- Integrate Optimizely Full Stack with GA4
- Create segments for Full Stack in GA4
We will continue to provide further support as we get closer to the sunset of Universal Analytics in 2023.
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