Google Analytics has been the go-to tool for website analytics for over a decade, providing businesses with insights into how their website visitors are interacting with their online presence. With the launch of Google Analytics 4 (GA4), there are significant changes to the platform that businesses need to be aware of. In this blog post, we’ll explore what’s new with GA4 and what changes you can expect.
What is GA4?
GA4 is the latest version of Google Analytics, which builds upon the Universal Analytics (UA) platform. While UA has been the standard for website analytics for many years, GA4 aims to provide a more user-centric approach to analytics. UA will no longer process new data in standard properties beginning July 1, 2023. The new platform uses machine learning to provide insights that are more accurate, actionable, and relevant to the user. You can prepare for this new change as Google is allowing users to set up and switch their businesses over to a GA4 property now.
What’s new with GA4?
- User-centric approach: GA4 focuses on individual user behavior across different devices and platforms, enabling businesses to get a better understanding of their customers. With GA4, businesses can track user activity across mobile apps and web properties, providing a complete picture of how users interact with their brand.
- Event-driven data model: GA4’s event-driven data model provides more flexibility in tracking user behavior. This new model allows businesses to track any event, from clicks to purchases, without having to define specific goals or page views. This flexibility enables businesses to track and measure any action that is meaningful to their business.
- Enhanced data privacy: As data privacy becomes more critical, GA4 has introduced several new features to ensure compliance. The new platform includes automatic data deletion, advanced consent controls, and more granular control over data sharing.
- Machine learning capabilities: GA4 uses machine learning to provide more accurate insights and recommendations. The platform’s machine learning capabilities enable businesses to identify new customer segments, predict user behavior, and improve their marketing campaigns.
- Streamlined reporting: GA4’s reporting interface is more streamlined and intuitive, making it easier to find the insights businesses need quickly. The platform also includes new predictive metrics, such as churn probability and purchase probability, which help businesses better understand their customer behavior.
What changes can businesses expect with GA4?
- New implementation: GA4 requires a new implementation, meaning businesses will need to create a new property and install new tracking code. While UA and GA4 can run simultaneously, it’s essential to start using GA4 as soon as possible to get the most out of the new platform.
- Different reporting: GA4’s reporting interface is different from UA, meaning businesses will need to learn how to use the new platform. While some reports are similar, others are entirely new, and businesses will need to take the time to understand how to use them.
- Different data model: GA4’s event-driven data model is different from UA’s pageview-based model, meaning businesses will need to rethink how they track user behavior. This shift requires businesses to focus on tracking user actions that are meaningful to their business and adapt their tracking accordingly.
- Different metrics: GA4 introduces new predictive metrics, such as churn probability and purchase probability, which are different from UA’s standard metrics. Businesses will need to learn how to use these new metrics to get the most out of the new platform.
GA4 is a significant shift in website analytics, and businesses need to be aware of the changes. While the new platform provides more accurate and relevant insights, it also requires a new implementation and a different approach to tracking user behavior. However, businesses that take the time to understand GA4’s new features and capabilities will be better equipped to improve their online presence and drive business growth. If you’re ready to see real results, get more leads, more conversions, and more revenue, contact us now! We would love to serve as an extension of your team.
