Google recently announced the sunsetting of Universal Analytics, and if you haven’t made the switch to Google Analytics 4, now is the time.
Although change can be daunting, this transition offers exciting possibilities. Not only does it provide a wealth of additional data, but it also offers enhanced customisation options.
Understanding Google Analytics 4
Google Analytics 4 represents a significant upgrade from its predecessor. It goes beyond mere traffic tracking, offering marketers the ability to analyse crucial customer usage metrics.
By tracking user behaviour across various platforms and leveraging artificial intelligence and machine learning, GA4 provides detailed insights into user interactions with your website.
Furthermore, GA4 places a strong emphasis on customer privacy, aligning with privacy laws like GDPR and CCPA. With privacy-first tracking, cross-channel data measurement, and AI-driven predictive analytics, GA4 equips you with unparalleled insights.
Key Differences Between Google Analytics 4 and Universal Analytics
Google Analytics 4 introduces several notable differences compared to Universal Analytics. Firstly, the dashboard receives a complete overhaul, offering a streamlined interface with new features and reports.
All measurements in GA4 are treated as events, enabling a deeper understanding of user interactions.
Engagement metrics such as engaged sessions, engagement rate, and engagement time provide richer insights.
Additionally, GA4 brings predictive insights powered by AI, allowing you to make data-driven decisions at scale. With metrics like purchase probability, churn probability, and revenue prediction, you can create targeted audiences for effective retargeting campaigns.
Enhanced Customisation and Control
One of the standout features of GA4 is its increased customisation options. You can tailor the dashboard to display reports that are most relevant to your business, and integration with Google Data Studio allows for custom visualisations. Trigger events empower you to create custom segments, providing more accurate tracking of customer interactions. For instance, you can create segments based on specific conversion events in a particular location. This level of customisation gives you a granular view of user behavior and empowers you with actionable insights.
Cross-Platform Tracking for a Holistic View
In the era of multi-platform usage, GA4 solves the challenge of tracking users across different platforms. With GA4, you can seamlessly track both web and app data within a single property.
This cross-platform tracking capability enables you to gain a complete understanding of the customer journey, including acquisition, engagement, monetisation, and retention. Unique user IDs assigned during app or website logins facilitate this unified tracking experience. By connecting data from various platforms, you can analyse user behaviour comprehensively and build accurate customer models.
Making the switch
Switching to Google Analytics 4 offers marketers a host of benefits, from expanded data insights to enhanced customisation and cross-platform tracking. Embrace the future of web analytics and take advantage of its advanced features and predictive capabilities.
For help making the switch to Google Analytics 4, get in touch with the team at Code Galaxy, and we will be happy to help.