Big changes are happening in Google Analytics, and Google Analytics 4 (or GA4) is one of the biggest updates to date. Google Analytics 4 is the latest and most advanced version of Google’s web analytics platform, and it will fully replace Universal Analytics by July 1, 2023.
With this new iteration of Google’s popular analytics tool, brands and businesses can gain valuable insights into their web traffic and user behavior that will help them improve their marketing efforts and ROI. However, a lot of businesses aren’t aware of the benefits of switching to GA4, so we’ll cover just a couple of the many benefits below.
Google Analytics 4 introduces a new data-driven attribution model that uses machine learning algorithms to assign credit to the marketing channels that are driving conversions. This allows businesses to better understand where their sales and leads are coming from, which can help them allocate spend more effectively across different channels.
Google’s Universal analytics, along with many other analytics systems, use session and cookie-based attribution models to track user activity on websites. However, Google Analytics 4 takes a different approach and uses an event-based analytics. One of the benefits of Google Analytics 4 is it can track user behavior across devices and sessions. This means that businesses can more accurately analyze their customer data and get a better understanding of how users interact with their sites over time.
In Google Analytics 4, businesses can create custom reports with Explorations. These reports enable users to create a data set, add additional metrics, and filter the data based on their needs. With this new feature, businesses can gain insights into areas of their site that they might not have been able to see before. For example, such as creating segments and audiences, quickly performing ad hoc queries, and more. This type of information will help organizations make more informed decisions about their marketing strategies.
Although creating audiences in Google Analytics was already possible, Google has made some improvements to this feature in GA4. The newly integrated audience triggers allow users to create specific conditions for when an audience should or shouldn’t be created and can even set up automated events based on criteria being met. For example, you can trigger an event when a user reaches a milestone like staying on the site for a certain amount of time and reading a certain number of articles.
With Google Analytics 4, cross-domain tracking is easier than ever. The tool tracks activity attributed to a single user as they cross domains. This means that businesses can more efficiently track their web traffic and conversions across different domains, effectively providing a more detailed view of how users are interacting with their sites.
You can’t go wrong when it comes to switching over to Google Analytics 4, as it comes with a range of powerful benefits for businesses and brands. Plus, you’re going to be forced to switch in 2023, so it’s really a no-brainer. Whether you’re looking for actionable data to improve your marketing efforts or simply want a better understanding of how users interact with your site, Google Analytics 4 is the tool for the job. So why wait? Start taking advantage of all that Google Analytics 4 has to offer!
If you’re feeling a bit overwhelmed about the switch, we can help! We utilize the latest tech updates and can implement GA4 for better tracking and measurement while providing more visibility and optimization of campaigns for better results. contact us to find out more!