The Next Generation of Google Analytics

Google Analytics 4 (GA4) is the most recent version of Google's analytics platform. The next version of Google Analytics introduces a fresh new interface, an entirely modern reporting tool, as well as innovative new features that will provide you with valuable information regarding your websites.

This is a quick overview of the changes with Google Analytics 4 and how it compares to the earlier version (Universal Analytics).




A new type of web-based property

Prior to GA4 Analytics was released, users could only use two types of properties. They could utilize Universal Analytics to measure and evaluate their website's performance as well as Google Analytics for Firebase to analyze the activity of mobile apps.

Google Analytics 4 has brought the two properties together. It can be used to gather data on both your site and app. This means that you can integrate all of the data you collect in one single interface and gain insights into the user experience across your various platforms.


Model for data that is based on event

The most recent version of Google Analytics introduces a new method to process and collect data.

GA4 does not anymore measure data with a session-based approach like Universal Analytics which categorizes user interactions in a specific period of time. Instead, it uses an event-based model that is able to track each user's interactions by identifying each event as an event.

The benefit of tracking events over sessions (page views) is that it allows you to gather data that better explains the actions of your customers and adds more context for the event. For instance, instead of simply tracking visits to specific URLs, you could gather data on the value of each purchase.


Better reporting

Another of the most significant distinctions among GA4 as well as Universal Analytics is the way reports are structured.

Google has revamped its reports and made new features to arrange them according to the lifecycle of the customer.

Marketers can now dig into the reports for more specific information on particular aspects of the customer experience. For instance, they could make use of the retention and engagement reports to assess the actions that customers perform on your website , and how long they remain for a long time after they have converted.

The latest reports also offer you a deeper overview of cross-device as well as cross-platform user behavior.


AI-powered insights

Universal Analytics only offered limited automated features. But, Google Analytics 4 utilizes machine learning to automate, enhance, and improve insights discovery.

The power of Google's machine-learning reduces the friction and makes it easier to extract the maximum benefit from your data.


Track user journeys across devices

Modern users don't simply engage with apps and websites on one platform , they often switch between multiple devices. For instance, they could browse a website from their mobile phone while working, and after returning home, they can access the same site on their desktop PC.

The latest version of Google Analytics has been built with this goal in mind. It is able to deduplicate users across multiple devices, analyzing the same user's journey across multiple devices instead of considering each session as a new user. This could help with reporting and targeting ads.

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