What’s new with Google Analytics 4?

Paul Morris at Superb Digital provides a practical guide for small businesses to what’s new in GA4 

 

What are the key features of Google’s GA4? As of July 2023, Google Analytics 4 (GA4) will have replaced Google’s previous Universal Analytics tool entirely. The ‘next generation’ analytics property promises greater insight and understanding of events-based data from websites and apps alike. Impressive, but what does this actually mean?

 

Several key features differentiate GA4 from the previous version of Google Analytics. Aside from an updated interface, the product boasts a range of intuitive revisions. It is fluid, flexible and, most importantly, user specific.

 

Below, we’ve highlighted a handful of the most significant updates and innovations:

 

1. Event-based tracking: GA4 is built around an event-driven model, which means that every user interaction on a website or app can be tracked as an event. It’s worth noting that GA4 offers greater flexibility in terms of tracking options than the previous version of Google Analytics. From clicks and scrolls to form submissions and downloads, marketers are presented with a deeper understanding of their users’ journeys and interactions.

 

2. Cross-device tracking: On top of event-based tracking, GA4 can keep track of users across multiple devices, including mobile devices, desktops, and tablets. By stitching data based on User ID, Google Signals and Cookies, GA4 provides a complete oversight of a customer’s journey. Needless to say, this is great news for marketers as it enables coherent analysis of user interaction across different channels and devices.

 

3. Machine learning-powered insights: Wouldn’t it be great to know what a customer is going to do before they do it? Well, using machine learning algorithms, GA4 is able to provide automated insights into user behaviour and trends. Whilst it’s not quite a time-travelling De-Lorrean, this makes it easier for marketers to identify important patterns and predict trends in their data.

 

4. Deeper integration with Google Ads: As you’d expect, GA4 is tightly integrated with Google Ads, providing more accurate data on campaign performance and audience behaviour. By consolidating the two products, marketers are able to optimise their campaigns via the Advertising section of GA4’s user interface.

 

5. Custom audiences: It’s safe to say that GA4 is a real step up in terms of customisation and control. Businesses and marketers can now create custom audiences based on user behaviour and demographics. Not only does this allow you to target specific groups with personalised messaging and promotions, but you can also edit and archive this data as and when required.

 

6. Enhanced privacy controls: In today’s digital climate, privacy is everything. Following Google’s recent scrutinisation regarding GDPR compliance, the tech giant has once again upped its game. GA4 includes enhanced privacy controls, including a new feature called Consent Mode that allows users to control how their data is shared with Google and other third-party vendors.

 

7. Flexible data modelling: Gone are the days of restrictive data categorisations; GA4 offers a much more flexible approach to data modelling options than the previous version of Google Analytics. With up to 25 parameters per event, GA4’s new and improved interface allows marketers to create custom dimensions and metrics that better align with their specific business needs.

 

8. Search: No discussion of GA4 would be complete without tipping our hats to the new and improved search function. Sure, this is to be expected from the world’s most popular search engine, but it’s impressive nonetheless. Via GA4’s search bar, users can navigate an expanse of customer data with the click of a button. From site visits to complex reporting, it’s all in one easily-accessible place.

 

Can GA4 help you predict the future?

So, just how powerful is GA4? While Google’s next-gen analytics tool is able to provide valuable data and insights into customer behaviour, it’s no crystal ball and cannot predict the future with certainty. That said, GA4 does include machine learning capabilities, helping it to analyse historical data and identify trends and patterns that may indicate future behaviour.

 

For example, GA4’s predictive metrics can forecast potential revenue, conversion rates, and other KPIs based on past user behaviour. Additionally, GA4’s machine learning capabilities can provide automated insights into user behaviour and trends, which can help you identify potential areas for growth or improvement.

 

These predictions are, of course, predictions. While GA4 is capable of offering insightful analysis and evidence-based forecasting, other factors, such as changes in consumer behaviour, market conditions, or competitive pressures, may impact future performance and should be kept in mind when making business decisions.

 

GA4 is here, whether we like it or not. For greater insight and control over your business’ digital presence, it’s well worth getting to grips with this powerful analytics tool.

 

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Paul Morris is founder of Superb Digital who have published a detailed guide to Google Analytics 4.

 

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