What Is Google Analytics 4 And Why Is It Important?

Universal Analytics (UA) has been the widely used version of Google Analytics for the last 10 years but ultimately the world has changed over that period…..developments such as mobile apps becoming part of everyday life and new legislation being introduced (e.g. GDPR) has meant that UA isn’t suitable for today’s analytical needs.

What Is GA4?

GA4 (Google Analytics 4) is the latest version of the analytics software from Google. Released in October 2020, it has similarities to the current iteration of the platform – Universal Analytics in that website data is tracked, however the way that data is presented is different.

GA4 is designed with future developments in mind, and can take in data from apps, as well as aiming to be futureproof for when cookieless data is the norm. Events are a bigger focus, rather than visits to the site, resulting in more data about how users behave onsite.

What Are The Main Features Of GA4?

There are a number of key features that are new to the latest version of the platform, some of which include:

• Data can be imported from a wider range of sources, not just websites. This means data from apps can be combined with data on your website and you get a broader insight into user behaviour and trends, allowing you to focus on the user journey and optimise this.

• Editing, correcting and refining how events are tracked without having to edit any code on site. This means that changes can be made swiftly and without the need for experience with coding or needing developer assistance.

• Life cycle reports are a new standout feature, this is focused on the user journey. Further to this, templated reports are included which will help better data visualisation – this functionality was previously only accessible through the analytics 360 platform

• Machine learning is a key part of GA4 – data modelling is used to take existing data and manipulate this to make assumptions about traffic and behaviour on the site. AI powered insights will also show data that could be of interest and importance.

• The user interface has been completely revamped. Events are at the forefront of GA4 which is the term used for interactions. Parameters provide additional context and data around events. User properties are attributes or data points on users. User ID allows for tracking users across different platforms.

Benefits Of GA4

• Better analysis of user engagement

• Improved tracking of user customer journey

• More powerful audiences for your ad campaigns

• Easier to set up goals and events

• Improved data privacy and compliance

• Simplified reporting

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