Google Analytics has been a powerful tool for businesses for years to gain better insights in order to make meaningful marketing decisions. It is already known that on May 10, 2023, Google announced its plan to sunset Universal Analytics, or GA3, and urge businesses to migrate to GA4.
With only two days left for GA4 to permanently replace UA, Google has recently launched AMP support in Google Analytics 4 (GA4) for all publishers.
Users who continue to utilise AMP will now be able to measure their performance in the same way that Universal Analytics (UA) does.
AMP user identification is also distinct here. In GA4, user identifiers are created at random and saved in local memory or cookies.
When a user deletes cookies and local storage, the user identifier will be reset.
Furthermore, Google mandates that all websites share with users the way data is gathered and utilised in GA4 and provide an opt-out option.
It's also noteworthy that Google recently released the AMP Client ID API in order to better monitor users across AMP pages.
Previously, if a user communicated with the content on both websites, they would show up in the analytics report as two separate users because the content was served in two different contexts.
The AMP Client ID API now lets businesses associate a single user with a consistent identifier across these contexts, giving them a complete picture of their engagement regardless of where it's served.