Google Analytics 4 is one of the most powerful data collection and web traffic analysis software for millions of data-driven businesses and websites worldwide. It provides valuable information and insights by collecting user interactions across the web, mobile apps, and offline APIs. When you know your audiences’ details – where they are coming from; their entry and exit paths; their product usage patterns etc.; you can study the insights to customise your marketing strategies to retain existing customers and attract new ones, enabling continual growth and success.
The brand-new Google Analytics 4 (GA4) comes with a lot of new features that are different from the Universal Analytics. One of the main differences is the data modeling feature that leverages AI (Artificial Intelligence) to bridge gaps in data where traditional universal Analytics would stumbled upon the hindrances such as cookie-consent rules or JavaScript blocks.
Also, the user-interface for the Google Analytics 4 is way different that the old one. Here’s a walk-through for some of the most important differences.
What is Google Analytics 4?
Google Analytics 4, as per Google’s self-definition, is an AI powered pioneering solution tool with next generation approach towards ‘privacy-first, tracking. It offers cross-channel measurement capabilities, and AI-driven insights simultaneously. Now GA4, with the help of Google’s advanced machine learning models, can fill out data for website traffic and user interactions even if the “hits” haven’t been registered on every page.
With the new advanced machine-learning capabilities instilled in Google Analytics 4, it can help businesses understand their real customer base, especially in a situation where internet users opt out of cookie usage and data collection. With the growing tendency of not letting the Analytics track their private information, Internet users or even browser companies would prefer to block Analytics.
Google Analytics 4 mainly came into existence because of the new privacy protection laws. Businesses, who are still using the Universal Google Analytics or any conventional analytics, may often face the issues with erroneous or missing data due to cookie consent options compulsory by these laws.
Short Introduction of Google Analytics 4
Some new Highlights of Google Analytics 4
Built with an advanced machine learning and new AI powered “Insights” feature, GA4 uses “data modeling” that can modify data and make assumptions about website traffic and user behavior and also help advertiser or marketers with helpful information.
In Universal Analytics, there are three hierarchical levels: Account, Property, and View whereas GA4 has reduced to only two levels: Account and Property. So, there is now “view” level section of GA4.
Google Analytics 4 has been built to be “future-proof” tool which can work in a landscape where cookies may no longer be accessible.
GA 4 has introduced “data streams” as a replacement for the views and segments used Universal Analytics properties.
In GA4, cross-domain tracking does not need any code adjustments, it can be done within the UI (user interface).
Data Import capabilities in GA4 have expanded to include diverse range of data from non-website sources including apps, all within a single property.
With GA4, marketers can edit, correct and tweak the way events are being tracked in their analytics without editing on-site code.
GA4 introduces the “Life Cycle Report,” comprises the Acquisition, Engagement, Monetisation, and Retention reports. It tracks user’s journey across the web, and provides a comprehensive view of user behaviours. Moreover, GA4 has included the “templated reports for eCommerce funnels” that offers marketers a way to display and visualise data. This feature was previously exclusive to Analytics 360 and now it’s available to GA4.
Universal Analytics vs. Google Analytics 4
Reporting Interface
The User Interface of conventional Universal Analytics was more like a typical, familiar layout while GA4 has a more modern, user-friendly and simplified design. GA4 has simplified navigation structure and customizable dashboards, so one can create an interface with all the important data.
Different Data Models
In Universal Analytics, data model is all about sessions and hits – how much time an individual user spends browsing your website. While GA4 uses an event-based data model structure that captures various actions taken by users on website like page views, social transactions, button clicks, and form submissions.
Bounce Rate and Engagement Rate
In GA4, bounce rate metrics has been replaced with engagement rate. It tracks and individual user’s time spent on the landing page and also monitor the visitors who don’t go to another page on your site.
IP Anonymization
GDPR (General Data Protection Regulation) considers IP address a personal data. Therefore, In Universal Analytics to comply with GDPR legislation one had to configure IP addresses. On the other hand, GA4 automatically anonymize IP addresses.
Data Retention
In Universal Analytics, you could select various options to retain data for 14 months, 26 months, 38 months, 50 months, or for lifetime. But in GA4, data expires after 14 months by default.
AI & Machine Learning
Data insights in GA4, which is powered by Artificial Intelligence, provide a deeper, clearer and better understanding of your business marketing goal.
Automated Event Tracking
The Enhanced Measurement feature in GA4, automatically track scrolls, file downloads, video engagement, site search, and outbound clicks without any further setup.
Enhanced Google Signals
With Google Signals that is integrated with GA4, one can track a complete understanding of users’ interactions with website across different devices. It helps one to create remarketing audiences based on the cross-device data collection and build more personalized relevant ads across the Google Ads platform.
Is GA4 better than Universal Analytics?
Google Analytics 4 is better than Universal Analytics as it offers several new functionalities and features including Event-based data model, Advanced machine learning capabilities, Enhanced cross-device tracking, and Deeper integration with Google Ads and many more.
Should I upgrade to Google Analytics 4?
Besides considering the advantages and advanced features, upgrading to Google Analytics 4 is a must thing to do as Universal Analytics has already stopped collecting data. It’s mandatary.
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