What is this new Google Analytics 4

The Next Generation of Google Analytics

Google Analytics 4 (GA4) is Google’s latest and improved analytics offering, that enables you to measure traffic and engagement across your website and mobile app. Focused on intelligence, GA4 utilizes Machine Learning to uncover insights about the customer journey across devices, all while being privacy-centric and future-proof.

Rethinking the Future

With the rise in privacy concerns and considerations, most technology platforms are implementing restrictions around data collection and user tracking. In turn, driving organizations to rethink their customer data strategies and review their existing marketing technology. With the impending disruption of a world without cookies, marketing leaders and their teams must prepare for the future and focus on consent-based engagement, primarily with first-party data.

“Because the technology landscape continues to evolve, the new Analytics is designed to adapt to a future with or without cookies or identifiers. It uses a flexible approach to measurement, and in the future, will include modelling to fill in the gaps where the data may be incomplete“, says Vidhya Srinivasan, Google VP/GM Buying, Analytics and Measurement.

A marketer’s top priority is data and improved analytics that can deliver a complete view of the customer. Although consumer behavior changes often, nowadays we’re “gifted” with the technology that makes it possible to collect and analyze massive amounts of data. But how do marketers identify qualitative data from quantitative? This is where GA4 comes in.

What is GA4?

GA4 is Google’s latest and improved analytics service, that enables you to measure traffic and engagement across your website and mobile app intelligently. It acts as a single source of data where users can understand the combined impact of their marketing efforts. Consequently, giving marketers the needed insights to improve their decisions and generate better ROI.

With Google’s advanced machine learning (ML) capabilities, you can anticipate future actions through data trend alerts and predictive metrics. Marketers can now create audiences and better engage with them across devices based on relevant content.

GA4 is focused on the customer and their entire journey. Marketers can now better understand their customers across various touchpoints and devices with less impact from fragmented data. By utilizing multiple identity spaces and unique Google signals from personalized ads, GA4 makes it possible to provide a customer-centric data measurement. Marketers have the ability to find insights based on specific customer journeys in real-time.

As a future-proof and flexible platform, GA4 introduces a new approach to data controls in order to better manage data collection and usage, regardless of cookies.

Advantages of using GA4

Robust cross-device and cross-platform tracking
Unique user reporting across platforms
Advanced analysis
Unlimited data volumes
Automatic tracking
Debugging availability
New engagement metrics
Enhanced data visualization capabilities
Predictive analytics capabilities
Better user privacy control options

Ending it with a quote from Russell Ketchum, Google Director, “GA4 allows businesses to see unified user journeys across their websites and apps, use Google’s machine learning technology to surface and predict new insights, and most importantly, it’s built to keep up with a changing ecosystem.”

If you have any questions about digital strategy or ways to leverage your data, please don’t hesitate to reach out for a no-cost, no-commitment consultation and a member of our team will contact you shortly.