This blog is designed to provide an overview to Google Analytics 4, which is the latest generation of Google’s well-known analytics platform.
The topics we cover are:
Why the need to for a new platform
What are the differences between UA and GA4
Benefits of GA4
What is the deadline and what do users have to do
Actual upgrade steps
Summary
Why the need to for a new platform
Google Analytics 4 is the newest version of Google Analytics. This is a whole new generation of web analytics that will allow users to effectively analyse important customer usage metrics, not just track traffic. Google was increasingly aware that millions of businesses rely on Google Analytics to understand their customers preferences. And with more commerce moving online, Google needed to create a platform which delivered better insights.
Google also knew that with the recent major shift in consumer behavior and privacy-driven changes (GDPR) to longtime industry standards, current approaches to analytics weren’t keeping pace.
With measure around ROI becoming more important, Google wanted to have a more intelligent offering. It has machine learning at its core to automatically surface helpful insights and gives you a complete understanding of users across devices and platforms
What are the differences between UA & GA4
The first change you are likely to notice is the entirely new dashboard. It is more streamlined and many of the reports you are used to are gone or have been moved. The navigation bar to the right includes buttons for home, reports, explore, advertising and admin at the bottom
Predictive insights
While looking at past behaviors is helpful in understanding an audience, it doesn’t with proactive decisions. With GA4’s powered predictive metrics, data-driven decisions can be made on a large scale.
What does this look like? For most businesses, predictive analytics can significantly impact retargeting campaigns. AI metrics include:
purchase probability
churn probability
revenue prediction
With the above metrics, you can create audiences based on their predicted behaviours. For example, users who are likely to purchase in the next 7 days or users that are likely to spend more than $500 in one purchase.
These audiences can then be targeted using Google Ads campaigns or even on social media.
These metrics can also improve website performance. You can create custom funnels for different audiences based on their behaviours and needs. The suggestions will continue to improve as more data is collected.
Predictive insights
While looking at past behaviors is helpful in understanding an audience, it doesn’t with proactive decisions. With GA4’s powered predictive metrics, data-driven decisions can be made on a large scale.
What does this look like? For most businesses, predictive analytics can significantly impact retargeting campaigns. AI metrics include:
purchase probability
churn probability
revenue prediction
With the above metrics, you can create audiences based on their predicted behaviours. For example, users who are likely to purchase in the next 7 days or users that are likely to spend more than $500 in one purchase.
These audiences can then be targeted using Google Ads campaigns or even on social media.
These metrics can also improve website performance. You can create custom funnels for different audiences based on their behaviours and needs. The suggestions will continue to improve as more data is collected.
Benefits Of GA4
Google positions it as a tool to help improve marketing Return on Investment (ROI) in the long run. They say that GA4 enables marketers to uncover actionable insights that are privacy-safe for the entire customer journey.
GA4 will reveal a more holistic view of a customer's entire life cycle. You won’t have to depend on paid cross-channel attribution.
GA4 will bridge the data between app and website.
You can track user data with or without identifiers or cookies (which is good because third-party cookies will be phasing out soon), even if you have gaps in your data.
You’ll be able to collect more granular and correct information as it won’t depend on Cookies like Universal Analytics.
Because it’s AI-driven, it helps you better predict audiences that have a higher chance of converting.
New data attribution means you’ll be able to evaluate the value of each ad click as you track customer interactions with your paid ads.
You’ll be able to get deeper insights into your users and their journey.
Improved accuracy
GA4 uses a machine learning-based data model that provides more accurate and actionable insights. This helps businesses to make data-driven decisions with confidence, knowing that the data they are working with is accurate and up-to-date.
Enhanced data privacy
GA4 provides improved data privacy and security, giving businesses more control over their data and making it easier to comply with privacy regulations like GDPR. This helps businesses to protect their customers’ data and maintain their trust.
Enhanced cross-device tracking
GA4 provides enhanced cross-device tracking capabilities, allowing businesses to get a more complete picture of their customers’ online journeys. This helps businesses to better understand their customers and make informed decisions about how to engage with them.
More advanced ecommerce tracking
GA4 provides more advanced eCommerce tracking, making it easier for businesses to measure the success of their online sales efforts. This helps businesses to understand what’s working and what’s not, and make data-driven decisions about how to improve their eCommerce strategy.
Automatic tracking of certain event types
A GA4 property has the ‘Enhanced Measure’ feature built in, allowing automatic tracking for certain types of events without any additional coding or tagging.
You can automate the tracking of the following types of Events:
Scroll tracking
Outbound clicks
Site search tracking
Video engagement
File downloads
Suggested audiences
Google Analytics 4 now suggests new audiences. If you’re looking to expand your user base or break into new markets, this can be crucial information. When you create a GA4 property, you’ll tell Google about your business.
Google uses that information to generate new audiences that may be a good fit for your business. To view this data head to Admin, under the Property you will see Audiences, you’ll see suggested audiences listed under Build a New Audience.
What is the deadline and what do users have to do
On 1 July 2023, standard Universal Analytics properties will stop processing data.
Beginning in March 2023, if you haven't already created a GA4 property, Google Analytics will create one for you, unless you opt out. This new property will be based on the settings in your Universal Analytics property. If you have created a GA4 property, and that property is connected to a Universal Analytics property, Google Analytics will copy over any configurations (e.g., goals, audiences, etc.) from your Universal Analytics property that you have not marked as complete in your GA4 property.
Until 1 July 2023, you can continue to use and collect new data in your Universal Analytics properties.
After 1 July 2023, you'll be able to access your previously processed data in your Universal Analytics property for at least six months. Google is encouraging users to export your historical reports during this time.
Actual Updgrade Steps
You can go through the process of upgrading to a GA4 property pretty easily by following Google’s Setup Assistant. To access the assistant, you can either click the Manage GA4 Migration link in the notification at the top of Google Analytics, or head to the Admin cog then GA4 Setup Assistant in the middle Property column.
Next, Click the blue "Get Started" button
Then, click the Create Property button. The last option will either be checked or not based on which version of the tracking tag you currently have installed.
Upgrade complete! You now have a Google Analytics 4 property in addition to your Universal Analytics property.
Summary
What is GA4
Google Analytics 4 is a new analytics property offered by Google. It enables users to analyse data from websites, apps, or both websites and apps. It is a complete redesign of GA, so there is a bit of a learning curve.
What is the difference between Google Analytics 4 and the old GA?
GA4 provides improved data privacy and security, giving businesses more control over their data and making it easier to comply with privacy regulations. This helps businesses to protect their customers’ data and maintain their trust.
Can you run GA4 and UA at the same time
Yes, you can currently run both platforms parallel to each other. UA will stop gathering data from 1 July 2023, so make sure you’ve installed GA4 even if you aren’t ready for the switch quite yet.
Why is GA4 so hard to use
GA4 is extremely customisable, which can make it hard to learn. However, once you get a hang of it, you’ll find you have access to deeper insights.
