Google Analytics 4 (GA4) is a new continuous release of the Google Analyticswith the primary goal of analyzing traffic and engagement on websites and apps, but now in a more efficient, secure and modern way of analyzing websites and apps.
It is critical for businesses to understand user behavior and make decisions based on solid data. In this sense, Google Analytics 4 (GA4) emerges as a powerful tool to collect and analyze valuable information about the performance of a website or app.
In this article, we will explore what Google Analytics 4 is, its new features, its applications and the benefits of using this update. Read on.
What is Google Analytics 4?
Google Analytics 4 is the latest version of Google's data analytics platform. Gradually replacing Universal Analytics, GA4 offers a more comprehensive and forward-looking approach to data analysis. It is designed to collect data from multiple platforms, including websites, mobile apps and even devices, providing valuable insights into user behavior across all touchpoints.
In addition to a brand new interface, the new version has been designed with the future of data analytics in mind, targeting new trends and applying new technologies.
What new features does GA4 bring?
GA4 incorporates Google's artificial intelligence to offer predictive and personalized insights. Through machine learning, the platform can identify patterns and predict future user behaviors, aiding in strategic decision-making.
It is now possible to create personalized audiences based on Google Analytics 4 data and use this information to target advertising campaigns more efficiently.
One of the main new features of Google Analytics 4 is the change in the focus of the analysis. While Universal Analytics was oriented towards analyzing sessions and pages, GA4 focuses on events and user flows. This allows a more comprehensive view of the user lifecycle, from acquisition to conversion. Here are some of the key new features:
- Collects, metrics and analytics focused on the customer journey
- Uses event-based rather than session-based data
- Includes privacy controls, such as measurement without third-party cookies
- Uses machine learning to predict future user actions
- Direct integrations with media platforms, databases and CRMs
When to migrate to the new version?
Until July 1, 2023, new data can be used and collected on Universal Analytics properties. After that date, you will be able to access previously processed data in the Universal Analytics property for at least six months, if you haven't already created a Google Analytics 4 property before the start of 2023, the setup wizard will take care of that. It will have some of the basic features you use in the corresponding Universal Analytics property.
Google has committed to letting you know when Universal GA properties will be permanently unavailable, but they have not yet released that information. After that date, you will no longer be able to query your Universal GA data via API or access reports in the Universal GA interface.
GA4 applications and benefits:
Google Analytics 4 is an extremely versatile tool that is applicable to a variety of business scenarios. It allows companies to better understand user behavior, identify weaknesses in their conversion funnels, and optimize their marketing and sales strategies.
By using GA4, companies can gain more accurate and detailed insights into user engagement on their websites or apps. Understanding which pages are visited the most, which features are used the most, and which actions lead to conversions allows marketers to make strategic adjustments to improve the user experience and increase conversion rates.
Another benefit is the advanced segmentation capability. GA4 offers enhanced options for creating custom segments based on specific criteria, allowing companies to identify groups of users with similar behaviors and adapt their strategies to meet the needs of these segments more effectively.
In other words, Google Analytics 4 is a significant upgrade in data analytics for businesses. With its new and improved features, it empowers organizations to better understand user behavior, make strategic decisions based on solid data, and improve their marketing and sales strategies.
By adopting GA4, companies are prepared to face the challenges of the digital age and stand out in an increasingly competitive market. If you need help with this and other challenges in your digital channels please contact our experts.