Google Analytics 4: What You Need to Know
Google Analytics 4 (GA 4) is the most recently launched version of Google Analytics. However, it is not a completely new platform, and it has been in existence as the “App + Web beta” platform powered by Firebase reporting. The major defining point to know is that people will use Google Analytics 4 (GA4) as the default platform for every emerging web property. The Google Analytics 4 (GA4) will provide users with an avenue to make all future improvements.
One projected impact of the GA 4 platform is that it will change how users can capture their engagement data from how they currently do with Universal Analytics (UA). As much as Google Analytics 4 (GA4) promises users a variety of exciting features, it is important to note that the Universal Analytics (UA) platform won’t be going away anytime soon. However, keep in mind that you will be unable to create new Universal Analytics properties using Universal Analytics (UA), and Google will only allow you to use the Google Analytics 4 (GA4) platform.
Another essential fact to note is that the data structure that the GA 4 platform uses will be vastly different from that in Universal Analytics (UA). This renders you incapable of transferring data from Universal Analytics (UA) to the Google Analytics 4 (GA4) platform.
Curious to know more? This blog shall highlight what the Google Analytics 4 (GA4) platform is all about. Stay tuned!
What is the main distinguishing feature between Google Analytics 4 and the “old” Universal Analytics (UA)?
- Universal Analytics (UA) uses a page view-based model, while the newer Google Analytics 4 leverages an event-based model.
Universal Analytics (UA) has always used page views to determine essential metrics like the bounce rate, the dwell time, and many others. However, this is not normal, especially when dealing with new mobile apps and single-page web apps. This is mainly because these apps do not work so well with Universal Analytics (UA), primarily when it concerns describing user behavior.
The emergence of the Google Analytics 4 (GA4) platform has necessitated the adoption of the event-based model that leverages the most suitable parameters, events, and user behaviors. The shift to the event-based model will allow organizations to narrow their attention to the most suitable performance indicators. Then, the firms will be in a better position to report their KPIs more efficiently.
What has necessitated the swift shift in embracing the Google Analytics 4 (GA4) platform?
Websites and web browsers have been increasingly implementing practices that seek to block third-party cookies. The result of blocking third-party cookies is that the “old” page view-based model will be rendered ineffective in capturing the right, required user data.
Key Features of Google Analytics 4
- Google Analytics 4 has an improved User Interface
Google Analytics 4 has more eye-catching graphs and charts that are all intended to assist users in understanding trends much better. In addition, engagement and acquisition will be easily determined using metrics such as the lifetime value, the churn rate, and many other essential metrics.
One of the most key features of the Google Analytics 4 platform is the “fully-revamped,” whole new user experience. The main focus of this new-look user experience in the Google Analytics 4 platform is its focus on the “Acquisition>Engagement>Monetization>Retention” life-cycle.
There is a shift from relying on tables and charts to using more of a new mode of presenting data referred to as “reporting cards.” Every report card allows a user to extract all the details they need from the data the report cards display. A user can do this by clicking on the link that is located at the bottom-right corner of every report card.
- It is a Highly Interactive Analytics Hub
Users will get this plug-and-play analytics hub by default when using Google Analytics 4. A while back, only the users of Google Analytics 360 accounts, i.e., the paid version of Google Analytics, had the chance to enjoy the analytics hub feature. One massive perk of the analytics hub feature is that it can help a user to get a more wholesome look into their audience. It therefore becomes easy for a user to monitor the journey of their target audience as they navigate through a website right up to the point they are converted.
- The Google Analytics 4 platform gives you smart artificial intelligence (AI) insights.
Google Analytics 4 will provide users with more personalized insights using their data to accurately project future trends. Users will also get the privilege to make customized inquiries and read all Google’s suggestions in response. The Google Analytics 4 platform will enable marketers better manage their budgets more efficiently since they will be leveraging the most accurate insight.
- Google Analytics 4 comes with highly advanced, built-In engagement metrics.
Some of these metrics include:
Churn Rate
The churn rate will be crucial in assisting marketers in forecasting their future campaign performance by leveraging the available website data.
Engagement Rate
GA 4 will leverage the most appropriate engagement metrics that display a user’s engagement both on a single page as well as the events on a screen or page over a particular period. New Google Analytics 4 properties will include advanced metrics like the scroll rate, outbound link tracking, and much more.
- Data Export and BigQuery Capabilities
If you do not know what BigQuery is, it simply refers to a cloud-based data warehouse that allows you to perform complex queries that involve large datasets. The Google Analytics 4 properties can allow users to export their raw events to BigQuery, after which they can leverage a syntax that resembles SQL to query this exported data. It is important to note that you have the freedom to export your data to an external storage or import external data whenever you want to combine it with your analytics data.
Final Take Away
The Google Analytics 4 platform is set to be the industry’s “go-to” platform. Businesses and marketers are strongly recommended to embrace it due to the features and perks it comes with!
