Google Analytics 4 (GA4) is the latest version of Google’s popular web analytics platform; it will become the new standard in Google Analytics on July 1, 2023, replacing Universal Analytics. All Universal Analytics properties will be automatically converted to GA4, but users can choose to opt out and switch manually if needed.
So, why is GA4 better than the past version?
The previous version of Google Analytics was Universal Analytics. Universal Analytics was first introduced in 2012 and was the standard version of Google Analytics for over a decade. One of the key differences between Universal Analytics and GA4 is the way they track user behaviour.
Universal Analytics uses a tracking code that captures data on a page-by-page basis, whereas GA4 uses an event-based model that tracks user interactions across multiple devices and platforms. GA4 also includes more advanced features for tracking user engagement, we’re going to talk about them here:
– Event-based tracking: This allows businesses to track individual user events such as page views, clicks, and form submissions, providing more detailed insights into user behaviour.
– AI-powered insights: GA4 now includes machine learning and AI, which helps to provide businesses with sophisticated insights that might have been difficult to detect. For example, the platform can identify (a collection of users who can generate a higher amount of revenue for your business) based on factors like engagement and lifetime value, allowing businesses to target users more effectively.
– Cross-device tracking: This lets businesses track user behaviour across multiple devices, giving a more complete view of user behaviour whether they be looking at your website or app.
GA4 grants integration with Google Ads (an online advertising platform), Google Cloud (a suite of cloud computing services), and BigQuery (cloud-based data warehousing and analytics solution), all with the aim of creating a seamless experience for users.
Additionally, it features an Adaptive Measurement feature, which allows users to create customised reports tailored to their business needs, supporting them in making more informed decisions. Combining this with machine learning and flexible data storage capabilities that Universal Analytics never provided, GA4 is the ideal choice for businesses looking to gain a comprehensive understanding and insights into their customer’s behaviour.
With these powerful features, Google Analytics 4 provides businesses with the tools they need to stay ahead of the competition and optimize their customer experience.
How can GA4 benefit your business?
In today’s data-driven world GA4 keeps user data safe and secure, ensuring a responsible and ethical use of data. To ensure the protection of user data, Google Ads and Google Analytics have implemented strict data privacy policies, which GA4 adheres to. These policies involve collecting and managing data from users in a secure and transparent way, as well as giving users control over how their data is used. GA4 provides features such as data deletion and data retention settings to further protect user data.
GA4 offers businesses a range of features that can help to acquire more accurate and meaningful insights and benefit a business’s needs. With granular data accuracy, it collects data from a variety of sources (browser, internet connection or device), to generate more accurate insights on complex user journeys.
Businesses can look forward to securing detailed insights and making decisions based on what their users really want. This cutting-edge platform is setting a new industry standard, allowing businesses to understand their customers better than ever before.