Meet the next generation of Google Analytics

Learn about the new Google Analytics and how to get started

What's new

To help you get better ROI from your marketing for the long term, we're creating a new, more intelligent Google Analytics that builds on the foundation of the App + Web property we introduced last year. The new Google Analytics is now the default experience for all new properties and is where we’re investing in future improvements.

You can access the new Google Analytics through the Google Analytics 4 property (formerly known as “App + Web properties”) which you can set up alongside your existing Analytics properties. This will allow you to start collecting data and benefit from the latest innovations as they become available while keeping your current implementation intact.

Read the announcement to learn more about the next generation of Google Analytics.

Google Analytics 4 properties were formerly known as “App + Web properties” during the beta period. Google Analytics 4 properties are available for all accounts, and are now the default when you create a new property, whether you plan to use it for a website, an app, or both.

Universal Analytics refers to the previous generation of Analytics. This was the default property type for websites prior to October 14, 2020.

Get started

To set up Google Analytics on a website or app for the first time

  1. Create a Google Analytics account, property, and data stream
  2. Tag your website and/or add the Firebase SDK to your app

If you have an existing Universal Analytics property for your website

Create a new Google Analytics 4 property to start collecting data and benefit from the latest innovations as they become available, all while keeping your existing Universal Analytics implementation intact.

Property admins can automatically create a new property from an existing Universal Analytics property.

Your original property will remain intact, and you’ll have a new property that will be associated with it. This association will make these properties eligible for upcoming features to help migrate your Analytics configurations. Today, you'll be able to explore the new Google Analytics and begin collecting data, preparing your business for the future.

If you don’t have account edit access (here’s how to check), talk to your account admin about upgrading to a Google Analytics 4 property.  Once your new property is set up, you’ll be able to take advantage of Google Analytics’s many new capabilities including more automation, predictive capabilities, cross-platform and cross-device reporting, a new event-based measurement model, and more.

If you use Google Analytics for Firebase for your app

Existing Google Analytics for Firebase customers are recommended to upgrade to Google Analytics 4 properties (formerly known as App + Web properties).  When you upgrade to a Google Analytics 4 property, you can take advantage of the latest Analytics innovation and add your website data, without changing your existing Google Analytics for Firebase implementation.

Follow these instructions to upgrade your Firebase project to a Google Analytics 4 property.


Admins can continue to use the Setup Assistant to complete property configuration.

Once your new property is set up and data is flowing in, you can begin exploring:

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