Google Analytics 4 Rollout: What Does It Mean For Your Call Tracking Data?

If you’re a Google Analytics user, you may have already heard the news – Google has begun sunsetting Universal Analytics (UA), paving the way for Google Analytics 4 (GA4). While most of us dislike change, this effort is in part to make analytics more intuitive and user-friendly, and in part to keep up with the surge of mobile devices and app usage in recent years, capturing a more comprehensive customer journey.

If you have not migrated to GA4, fret not! There’s still time. UA properties will stop processing new hits on 1 July 2023 while UA 360 properties will stop processing new hits on 1 October 2023.

But what does this mean for your call tracking data? Read on to find out what’s applicable for your business.

I’ve never used Google Analytics before

Google Analytics is an amazing tool that can help you track and optimise your website performance. Need a bit more convincing? Here are 5 reasons why you should consider using Google Analytics:

  1. It’s free! We’re talking about data that is relevant to your industry, to your business; data that shows you who your audiences are; data that helps you grow your business.
  2. You can easily track your website with just one line of code or with a few button clicks and simple naming – whether it’s hosted on WordPress or Shopify or something else entirely.
  3. It shows you what pages people are visiting most often, which gives you an idea of what they are most interested in or what questions they may have and are seeking the answers to.
  4. You can track how well your campaigns are performing over time, so you know exactly what to adjust if something isn’t working well enough according to your goals (like having too many people bounce, not reaching the conversion rates you’re aiming for, etc). 
  5. It provides automated reports in charts and tables for quick, accurate and real-time reporting.

Why should I integrate my call tracking data?

To bring it up a notch, integrate your AVANSER call data with Google Analytics to gain a more comprehensive understanding of your customer journey. This integration will empower you to:

  1. Track which keywords drive the most traffic to your website and subsequently convert into calls.
  2. Know how long people visit your website and which pages they frequently visit, then compare that information to your call data to gain insights into their search intent.
  3. Dig deeper into why your callers are calling you in the first place (You may even discover that some people just prefer to chat over the phone rather than browsing through your entire website, or vice versa).

Gather and analyse these data to your advantage today! Start by setting up a Google Analytics 4 account.

I’m currently still using Universal Analytics

While there’s still a year to go before UA stops collecting data completely, you should work to set up your GA4 as soon as you can. Mainly because you can’t migrate your audience data, you have to collect it. This means the sooner you have GA4 tracking code on your website, the more data can be collected, and the sooner you can segment your audience and further improve your marketing efforts.

To make the switch, check out this helpful guide by Google.

I’ve already migrated to Google Analytics 4

Well done! Good on you for starting early! 

We believe we need not say anymore on the importance of data collection and integrations if you’re already on it 😉

Whether or not you have previously integrated your AVANSER call data into your analytics platform, now is the time to integrate (or re-integrate) it. Drop us an email at or with the below information so that we can do the necessary setup in your AVANSER account.

  1. Route Name – Which is just a friendly name for this configuration (you may provide this or opt for the default one)
  2. API Secret – Navigate to: Admin > Data Streams > {choose your stream} > Measurement Protocol > Create (if needed) > Secret Value
  3. Measurement ID – Navigate to: Admin > Data Streams > {choose your stream} > Measurement ID
  4. Event Name – A name associated with the Event, only Letters (A-Z, a-z), Numbers (0-9) and Underscore (_) are allowed. Default Value: AVANSER_Call. This can be changed according to your preference.

If you have any questions or need further clarifications on the above, we’re more than happy to assist. Feel free to drop us an email even if you don’t have all of the information on hand and we’ll go from there.


Should you switch to GA4? Yes.

When? As soon as possible.

Should you integrate your call data? Most definitely!

We hope the integration of AVANSER call data and GA4 will make it easier than ever before for you and your team to track all aspects of your marketing efforts as they happen in real-time so you can continue doing what’s best for your business growth!