The Newest Generation Of Google Analytics

Google now brings you GA4, a completely overhauled next generation of Google Analytics. For the first time, Google has rebuilt its platform from the ground up, transforming the way data is collected to provide holistic measurement and data capture across websites and mobile applications.

Google Analytics version 4 includes new machine learning processes to help businesses get a more complete picture of their audience and customer base. Previously, this was not always possible because some site visitors choose to disable the use of cookies and data sharing but with GA4, data capture is still possible without the use of cookies.

Overview – What’s new in Google Analytics 4?

Here is a quick overview of what differentiates Google Analytics 4 from Universal Analytics (previous versions of GA):

  • Machine Learning: Advanced algorithms that offer better data analysis.
  • Data protection: the new GA4 allows the collection of data without cookies or identifiers.
  • Data import: You can only use Universal Analytics for websites while with Google Analytics 4, you can collect data for a website, app or both platforms at the same time.
  • Data control: better management of data, in particular as regards the collection, storage, deletion and sharing.
  • Data flow: GA4 allows you to measure various data points and page impressions, such as scrolls or clicks on external links.
  • Visualisation: GA4 introduces new visualisation possibilities, such as funnel visualisation, tables and charts.
  • Event Tracking: GA4 will allow marketers to modify, correct and fine-tune the way events are tracked in their analytics without having to change the code on the spot.

GA4 – Machine Learning At Its Core

With the introduction of GDPR laws in Europe and greater online privacy, it is becoming more difficult to track users with cookies. With machine learning, GA4 makes the need for cookies obsolete.

The new Google Analytics 4 uses machine learning to monitor data, as well as predictive forecasting and conversion modelling to make assumptions about site traffic and visitor behaviour based on current data, rather than relying on each page’s “hits.” It’s offered as part of a new “insights tool” that anticipates customer actions and tailors marketing campaigns to focus on high-value audiences

GA4 – New Layout & Interface

Universal Analytics (UA) has three levels of data organisation (Account> Properties> View) but now there are only two: Account and Property. Instead of having sub-categories to explore like in UA, GA4 charts and tables have drop-down menus and the ability to see more details. The visual simplification of the interface is because GA4 is increasingly designed for mobile users as well as web users.

GA4 – New “Event-Based” Data Collection

Google Analytics 4’s new model of data collection is based on “events”, whereas UA was based on the concept of a “session” which was focused more on user information. GA4 makes it easier to follow the path of a user across devices from start to finish, collecting and classifying interactions and behaviours.

Both page views and any actions, such as clicks, scrolls, add to cart, and purchases. Therefore, it is a more user-based model and consequently, allows us to make more specific analyses about user behaviours.

GA4 – Multi-Platform Data Processing

There are many new benefits of using GA 4 for your business as it introduces a wide range of new features and data streams. One of the biggest is that you can use Google Analytics 4 for a website, app, or both at the same time compared to its predecessor Universal Analytics, which only tracked users on websites.

Basic steps to setting up GA4

  1. Open your Google Analytics account or create one;
  2. Create a GA4 property – by default, the new properties created in Analytics are GA4 properties
  3. Create a data stream – choose the platform for your data stream (website, iOS app, Android app) and enter the information
  4. Enable data collection, and implement the Analytics code using e.g. Google Tag Manager for your website, or the SDK for your app.

Need help getting started with Google Analytics 4?

We can help you refine your approach to Google Analytics 4 to maximise the potential of your website.

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We specialise in SEO, PPC, and a variety of other digital marketing services. We’ll help you integrate web analytics to track, report on, and optimise your campaigns regardless of the online marketing platforms you use.

Contact us to get started.