Google Analytics 4 (GA4) is the latest version of Google’s web analytics platform, replacing Universal Analytics (UA). With Google Analytics, businesses can gain deeper insights into important metrics such as website traffic.
How Does GA4 Improve Upon Its Predecessor?
GA4 is more than just a simple upgrade; it's a leap into the future of data-driven decision-making. Here's a quick glimpse of the features:
1.) Smarter Insights with Machine Learning: GA4 integrates machine learning to provide more accurate insights and predict user behavior trends. Using predictive analytics, it measures how users are likely to behave in the future, such as the percentage of the audience most likely to convert.
2.) Seamless Data Collection Across Platforms: With GA4, you get a better picture of users’ journeys across multiple channels and devices. It can more effectively track user interactions across various platforms and devices for a more holistic view of a user’s journey. In contrast, UA could only collect website data, with a separate platform needed for app data.
3.) Precise Event-Based Measurement: GA4 improves accuracy with its event-based data approach. Events focus on the specific actions taken by a user, providing a clearer picture of a user’s interactions. In contrast, UA was session-based; a session is a group of actions taken by one user in a given timeframe.
4.) Enhanced User Privacy: GA4 places a strong emphasis on privacy, ensuring a more secure analytics environment. User data is only kept for a maximum of 14 months in GA4 before getting automatically deleted. In UA, user data could be kept for an unlimited amount of time. GA4 can also collect data without using third-party cookies or collecting IP addresses, using first-party cookies and machine learning to fill in data gaps.
Embracing GA4 means embracing the future of analytics. It equips us with the tools to decipher intricate user behavior, empowering us to shape strategies that resonate more deeply with your audience.
If you want to learn more about GA4 or how we can help you, contact us.