The 4 main benefits of the new Google Analytics 4

Google Analytics 4 brings an entirely new interface and a new, more flexible form of data collection. This will facilitate collecting anonymous data even without placing cookies. Since the current Analytics tool will disappear in the long run, it’s essential to get started with GA4 as soon as possible.

Curious to learn more? We list the benefits for you.

1. Extensive customer journey

Google completely changed its way of measuring websites. The current version focuses on sessions, a user's website visit. The new data model, however, is based on events that are valuable interactions on a page. This allows you to combine all cross-platform and cross-device data in one dataset per unique visitor. As a result, interactions across different platforms, for example, between a website and an app, and across different devices, for example, between a computer and a tablet, can be consulted in just one place. This gives you a better insight into the entire customer journey and allows you to see what influenced a customer's behavior. Let's discuss an example: a customer might have discovered your company on your website through an advertisement and later purchases a product via your app.

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2. Advanced Reporting

In Google Analytics 4, you have access to advanced reporting features for free. These features were previously only available on GA360, the premium version of Google Analytics. Thanks to the new tools, you can examine data differently, unlimited by predefined reports. For example, the tools allow you to create personalized conversion funnels easily, compare segments and perform path analyses.

3. Predictive analysis using machine learning

Google Analytics 4 focuses on machine learning. If wanted, the tool sends trend alerts and thus allows you to better predict results. This way, marketers can anticipate their customers’ future actions and target valuable audiences more precisely.

4. More focused on privacy

Even google can’t get by GDPR-regulations. That’s why GA4 anticipates security and privacy challenges by providing more granular options to comply with GDPR. One of the new features is a data erasure tool that allows you to easily remove website visitors’ data when necessary.

Get started with GA4 ASAP to collect all the data you can

Google Analytics 4 is currently in beta: anyone can use it, but it's not quite final yet. So, making the complete switch is not yet a good idea. However, we recommend setting up Google Analytics 4 next to the old version (Universal Analytics) as soon as possible. Why? Because you can’t include historical data in GA4. This means you will have to start gathering data again as soon as the current Analytics disappears. The sooner you start collecting data, the better. Upgrading now means you can begin building historical data in Google Analytics 4, even before you have to switch.

Would you like to start using GA4? Our performance marketers are happy to help. Or you could keep an eye on our blog for more practical tips!