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Google Analytics 4, you are about to be thrown to death at this point. If you already use Google Analytics, you have probably also seen the message. Regardless of the property you open, you will receive a message at the top that says “Universal Analytics will no longer process new data in standard properties from July 1, 2023. Prepare now by setting up and switching to a Google Analytics 4 property.” Now creating a Google Analytics 4 property is not the most difficult task. The setting, on the other hand… there is still something to consider. With this article I will help you a little further!

For those who are not completely familiar with the upcoming transition, I will briefly explain what to expect: Google Analytics is the tool to keep track of data from your website or webshop. If you have been using it for some time, your data will most likely be shown within Universal Analytics.

If you recently created Analytics, you already have a Google Analytics 4 property. As the notification indicates within Google Analytics, no new data will be collected from 1 July 2023. Which actually means that from that moment on you don’t have much more in terms of website visits. So it’s high time to provide your website or webshop with a Google Analytics 4-property.

As I briefly mentioned, creating a property is not very difficult. You can easily do this in the settings of your current property (administration > property > setup assistant for GA4). After doing this, it is important to use the correct settings. In this article, I’ll dive deeper into five settings you shouldn’t forget. Let’s go!

Setting 1: Extend data retention

As a true marketer, you know that data is a true Valhalla. We therefore want to keep data about a website/webshop a little longer. Google is actually trying to deprive you of all that opportunity right away. By default, a property only stores 2 months of data. You can independently change this period to 14 months. With 14 months you have more options to compare data in the longer term. Which ultimately only yields better insights.

Good to know: this all fully meets the GDPR requirements and is also future-proof, because 

But how do you change this setting?

  1. Go to management.
  2. Click on ‘Data Settings’.
  3. Then click on ‘data retention’.
  4. Here you set the retention Audit Directors Auditors Email Lists of event data to 14 months.
  5. Finally, make sure that ‘Reset user data for new activity’ is turned on.
  6. Save the setting and you’re done.

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Setting 2: Exclude internal traffic

You naturally want to prevent your own visits to your website/webshop from being included in the data. Like just about any other setting within Google Analytics, this one is a little further away. I’ll spare you the full search:

  1. Go to management.
  2. Click “Data Streams”.
  3. Click on the relevant stream.
  4. Scroll to the bottom and click on ‘More tagging settings’.
  5. Choose ‘Define internal traffic’ here.
  6. Click on ‘create’.
  7. Enter the appropriate

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