As of 1 July 2023, Universal Analytics properties stopped processing data, with website owners using Google Analytics making the switch to GA4. GA4 was introduced at the end of October 2020, however many businesses waited for the 2023 cut off for their GA4 migration, meaning they had to become reacquainted with their website data and a new interface… fast!
Are you still getting acquainted with GA4? Or using website analytics for the first time? We’re here to help.
What is GA4?
GA4 is a significant update to Google Analytics. It brings several new features and improvements that are designed to help businesses better understand their customers and make data-driven decisions. In this blog, we’ll take a closer look at some of the key features of GA4 and what website analytics allow you to do.
Event-based tracking
One of the most significant changes in GA4 is the move to event-based tracking. In Universal Analytics, tracking was pageview-based. This meant that each pageview was treated as a separate hit. In GA4, tracking is based on events, which are user interactions with your website or app, such as clicks, scrolls, and form submissions.
This new approach provides a more accurate picture of user behaviour. It allows you to track a wider range of interactions. It also enables you to create custom events that are tailored to your specific business needs.
Enhanced cross-device tracking
With the rise of mobile devices and the increasing use of multiple devices by users, cross-device tracking has become more important than ever. GA4 includes enhanced cross-device tracking that allows you to track users across multiple devices and sessions.
This feature enables you to better understand how users interact with your website or app across different devices. It provides valuable insights into user behaviour and preferences.
Advanced analysis capabilities
GA4 includes a range of new analysis capabilities. These are designed to help you better understand your customers and make data-driven decisions. These include:
- machine learning-powered insights
- funnel analysis
- lifetime value analysis.
- integration with Google Ads
GA4 includes improved integration with Google Ads. This allows you to track and measure the impact of your ads on your website or app. This integration provides valuable insights into which ads are driving the most conversions and enables you to optimise your ad campaigns for better performance.
Out of all of the digital marketing tools you could have in your arsenal GA4 is one of the essentials. Therefore, to begin with we’d recommend tracking your core KPI’s regularly, moving on to explore the wider range of GA4’s capabilities to unlock important insights for your business.