What are the latest updates in Google Analytics - July 2024
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What are the latest updates in Google Analytics - July 2024

8 mins read

Think of the 2024 updates in Google Analytics, like adding new gadgets to Batman’s utility belt. Each new feature gives you more power to analyze and optimize your website’s performance. If you're serious about understanding your website's performance and making data-driven decisions, then you need to stay up-to-date with these updates.

Curious to find out what’s new in google analytics and how you can access it to benefit you? Let’s explore the latest features and see how you can make the most of your data in GA4.

GA4 to replace UA from 1st July 2024

Google Analytics 4 (GA4) is completely taking over Universal Analytics (UA). To keep getting insights about your website, you need to switch to GA4.

Starting July 1, 2024:

  • You won't be able to access your old UA data anymore.

  • Most users will lose access to the UA interface and API by this date, but it might take a bit longer for some.

  • After July 1, any remaining UA properties will show a message saying they are set to be deleted.

  • If you have UA 360 with active BigQuery backfill, it will stay visible until the backfill finishes. These backfills need to start by June 30, 2024, to continue.

  • Once a UA property disappears from the interface, it's considered shut down.

What You Should Do Before July 1, 2024?

  • Export Google Analytics Data from UA that you want to keep because you won't be able to see it after July 1st, 2024. Use the Google Analytics data export API if needed.

  • Upgrade to GA4 and make sure everything is set up correctly.

How to Migrate from UA to GA4

Here are the steps to migrate from Universal Analytics to GA4 in simple steps:

How to Migrate from UA to GA4
  1. Create a GA4 Property: Go to your Analytics account, find the "Property" section, and create a new GA4 property. Enter details like name, time zone, and currency.

  2. Add a Data Stream: Click on "Data Streams" in the Property column and add one for your website, iOS app, or Android app.

  3. Set Up Data Collection: Add the Google tag to your web pages. Find your G-ID in the Data Streams section and enter it into your website's settings.

  4. Activate Google Signals: Turn on Google Signals for better remarketing and reporting.

  5. Link to Google Ads: Use the migration tool to link your new GA4 property with Google Ads.

  6. Map Custom Events: Keep using UA while setting up GA4 by using dual tagging.

  7. Migrate Goals and Conversions: Follow Google’s instructions to move your goals and conversions to GA4.

  8. Validate and Bid to Conversions: Compare conversion data between UA and GA4, then use GA4 conversions in Google Ads.

  9. Migrate Audiences: Manually recreate your UA audiences in GA4 and link them to Google Ads.

To ensure a smooth UA to GA4 migration, use the Google Analytics data export API to export Universal Analytics data and transfer data from UA to GA4. Complete the GA4 migration before July 1, 2024.

Latest releases in Google Analytics from this year


Update 1: Saved Comparisons


Google Analytics now lets you save comparisons in GA4. This feature allows you to keep your comparisons for future use. This means you don't have to recreate them each time.


  • Saves time by eliminating the need to recreate comparisons.

  • Makes it easy to analyze user segments like "high-value users."

  • Enhances the ability to report on specific audience segments.

  • Streamlines workflow and improves efficiency.

  • Provides deeper insights into key user groups.


Start by using prebuilt saved comparisons for common scenarios. Define audience-based conditions within your saved comparisons to tailor reports to your needs. This will make your data analysis more precise and efficient.

Our team at Tru is here to provide expert guidance on these updates with its Internal Software & Auditing services and help you optimize your analytics setup.

Update 2: Assign Users and Groups to Report Collections for Analytics 360


Administrators of Analytics 360 can now assign specific users or groups to customized report collections. This allows for tailored access to reports based on user roles and needs.


  • Targeted Reporting: Provide marketing reports to the marketing team and product reports to the product team.

  • Streamlined Access: Ensure executives receive high-level summaries without sifting through irrelevant data.

  • Improved Efficiency: Customize access to relevant reports, saving time and enhancing focus.


This feature enhances the personalization and efficiency of reporting strategies, allowing teams to focus on relevant insights and make informed decisions faster.

Update 3: Export to Google Sheets


Google Analytics updates now allows you to export report data directly to Google Sheets. This feature lets you use Google Sheets' functionalities for deeper data analysis.

The image highlights the feature about how one can now export report data to Google Sheets.

User Insights:

  • Simplifies data sharing and collaboration.

  • Enhances data manipulation with Google Sheets tools.

  • Saves time compared to manual data transfers.


This update integrates seamlessly with the existing report-sharing feature. Simply click "Share this report" in the top right, then choose "Download File > Export to Google Sheets."

Update 4: Switch Between Days, Weeks, and Months in Reports


Google Analytics upgrade now allows you to view your line chart data by day, week, or month, depending on the level of detail required.

Technical Details:

  • Toggle between day, week, and month views within the report interface.

  • Requires no additional setup; available in all reporting sections.

  • Compatible with historical data.

Use Cases:

  • Marketing Campaigns: Monitor daily ad performance for quick adjustments, view weekly trends for broader insights, or analyze monthly data for long-term strategies.

  • E-commerce: Track daily sales fluctuations, identify weekly shopping patterns, and understand monthly sales cycles.

  • Content Publishing: Evaluate daily content engagement, weekly readership trends, and monthly audience growth.

Update 5: Send reports by email instantly


We've added a new feature for administrators allowing them to send reports via email right away.


Administrators now have the ability to send both standard and customized reports instantly through email. These reports contain data for the chosen date range, along with any filters or comparisons applied at the time of sending.


  • Team members receive analytics updates immediately.

  • Quick dissemination of information improves team communication.

  • Facilitates prompt decision-making based on up-to-date data.

Update 6: Floodlight Linking for Sub-properties and Roll-up Properties


Google has introduced new capabilities for linking Floodlight with GA4 sub-properties and roll-up properties. This allows more flexibility in data sharing and analysis within companies.

The image depicts the new capabilities for linking Floodlight with GA4


Previously, you could only link Floodlight with standard GA4 properties. Now, you can also link it with sub-properties and roll-up properties. This means that different marketing teams within a company can share specific data with a chosen Floodlight setup. Additionally, roll-up property linking enables data linking and activation across different brands under one company.


These updates are significant because they:

  • Allow marketing teams to better manage and analyze specific data sets relevant to their needs.

  • Enable cross-brand data sharing and analysis, enhancing collaboration and insights across different brands within a company.

  • Improve the efficiency of data-driven decision-making by providing more targeted and integrated data views.

Update 7: Last 5 minutes in Real-time


The Real-time report in the Google Analytics upgrade now offers a more detailed view of user activity. You can see "Users in the last 5 minutes" with an improved bar graph. This helps you understand how many users are on your site or app each minute.


  • More Detailed Insights: The enhanced bar graph provides a clearer view of user activity per minute.

  • Better User Monitoring: See how many users are on your site or app in real time.

  • Improved Decision-Making: Use the granular data to make more informed decisions quickly.

Getting Started:

  1. Open your Google Analytics 4 account.

  2. Navigate to the Real-time Report section.

  3. Look for the "Users in the last 5 minutes" section to view the new bar graph.

  4. Use the data to monitor user activity and make decisions based on real-time insights.

Update 8: Updates to attribution models in GA4


GA4 attribution models are being updated to improve conversion credit accuracy for paid search campaigns.

 The image describes the new feature where Attribution models are updated to improve conversion accuracy.


Adjustments ensure campaign information is accurately captured, especially for single-page applications. Attribution updates if users return through different channels.


  • May increase conversions attributed to paid search

  • Potentially affects Ads campaign spending

  • Review and adjust budget caps as needed

Work with next-gen PPC Solutions to take your Ads campaign to the next level!

Ensure your campaigns are optimized for these changes today with Tru.
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With that being said, staying updated with Google Analytics is like having a Swiss Army knife with new blades added regularly. Think patiently; each new feature is a fresh tool designed to tackle specific challenges related to your analytics needs. By exploring these updates, you can gain a competitive edge.

Altogether, it is time to use AI tools and the new Google Analytics upgrade to truly understand your website data. Learn the latest features to gain an edge. Keep it simple, use the right resources, and you'll have the insights to achieve outstanding online success!