For over a decade, Google Analytics has been the go-to tool for web analytics. It provides valuable insights into user behaviour, site performance, and marketing effectiveness. Google Analytics 4 (GA4) was released, offering many new features and improvements over the previous version. Following the release of Google Analytics 4, you must be wondering what will happen if you do not make the switch. Well, you’ve come to the right place as we’ll be exploring what’s new in Google Analytics 4 and why users should consider migrating to GA4.
What is GA4?
GA4 is the new version of Google Analytics and was announced by Google in October 2020. It allows you to track any traffic and engagement that happens across your website and apps.
GA4 will be replacing the former type of Universal Analytics. It was developed to better focus on customer privacy due to the recent implementation of privacy laws such as GDPR. It allows privacy-first tracking, AI-driven predictive analytics, and cross-channel data measurement.
What is the difference between GA4 and UA?
GA4 is not just a redesign of UA; it was completely rebuilt from scratch. Here are some more specific when looking at Google Analytics 4 vs. Universal Analytics:
- GA4 supports full cross-device and cross-platform reporting, allowing you to track how all users interact with your app or your website. This provides a clearer picture of the marketing impact.
- GA4 tracks events, not sessions or page views. This also means you can define which “events” are most important to your business.
- GA4 integrates much more closely with Google Ads, this allows you to see the full customer cycle, from how users interact with your digital marketing to how they finally complete the goals you’ve set for them on your site
- GA4 leverages automation and AI to provide predictive analytics, rather than just reporting events that have already occurred. Businesses can use this for forecasting, finding new audiences, and more.
What’s new in GA4?
Without further ado, first let us take a look at what GA4 has to offer:
A New Approach to Data Modeling
The data model is among GA4’s most significant developments. It tracks user interactions on your website, apps, or other digital platforms using an event-based data model. This method offers a thorough understanding of user behaviour, including scrolling, downloading, watching videos, and other user actions. The new data model could also assist you in precisely tracking user activity across devices, providing you with a broader view of users ’ behaviour and optimising marketing efforts.
Advanced Machine Learning
Google Analytics 4 also includes advanced machine learning capabilities, such as predictive metrics, to assist you in understanding future user behaviour. These metrics enable you to analyse user data to forecast future outcomes, such as a user’s likelihood of making a purchase. With this information, you can optimise your marketing efforts and improve the user experience of your website.
Improved User Privacy
GA4 also includes enhanced user privacy features. It takes a privacy-first approach, allowing users to control their data and opt out of tracking if they so desire. This approach also means that GA4 is compatible with Apple’s Intelligent Tracking Prevention (ITP) and other cross-site tracking prevention technologies.
Enhanced Data Controls
GA4 gives you more control over the data you collect and process. It allows you to build up data filters, for example, to eliminate irrelevant or sensitive data, such as personal information. This function can assist you in meeting data protection standards such as the Global Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA).
Better Integration with Google Ads and Other Google Products
Finally, GA4 integrates better with other Google products including Google AdWords, Google Tag Manager, and Google Optimise. This integration makes it easier to design and track marketing campaigns, track conversions, and enhance the performance of your website. Given the improved integration, you can now import data from other sources, such as CRM systems, to blend with your GA4 data and obtain more insights.
Why Migrate to Google Analytics 4?
The new features and advances in GA4 make it a compelling choice for businesses seeking to enhance their digital marketing and user experience. It is crucial to remember, however, that GA4 is not an upgrade to Universal Analytics (UA), which means you will need to create a new GA4 property and begin collecting data from the beginning. If you’re still using UA, run both UA and GA4 properties together until you’re assured of the accuracy of the data in GA4.
To summarise, the new GA4 features can assist you in gaining a more full perspective of user behaviour, improving your marketing efforts, and enhancing user privacy. If you’re searching for a more advanced and privacy-focused analytics solution, GA4 is worth considering.
We understand that a new transition can be overwhelming so for further information, take a look at our e-book for guidance with GA4 and to better understand the process of migration to GA4.
We hope this post has answered some of your questions about GA4 and why it is important to make the switch now! If not, get in touch with our expert team and let us help you!
