The new features of Google Analytics 4

Google, Google Analytics, Sin categorizar – Huella Virtual 04/05/2023

Google Analytics 4 is the new and improved version of the popular web analytics tool, designed to better understand customer journeys and provide more predictive analysis with artificial intelligence. With significant changes in the interface and data model compared to Google Analytics Universal, GA4 offers a new evolution of Google Analytics that not only measures what happens on a website but also provides metrics.

This article will explore how it takes data, how Google Analytics 4 differs from Universal Analytics, the advantages and disadvantages of GA4, and its integrations. Join us as we delve into the exciting features of Google Analytics 4!

How does it acquire the data?

The most significant alteration in Google Analytics 4 (GA4) is how it acquires data. Unlike Universal Analytics (UA), GA4 is designed to collect data from both websites and applications. This is especially advantageous for businesses that exist across multiple platforms. With GA4, businesses can comprehensively understand the customer experience across various devices and applications. This will help them make informed decisions about their advertising tactics and refine their overall user experience.

GA4 incorporates elements of Firebase to unify the assessment of numerous applications and web pages. Firebase is a mobile and web development platform that Google acquired in 2014. It offers a range of services and tools that help developers create high-quality applications and websites. Firebase is integrated into the GA4 analytics platform, making it easier for businesses to measure the performance of their applications and websites in one place. As well as a more precise and reliable data collection, providing businesses with a better understanding of their users’ behavior.

More advantages of GA4

Another advantage of GA4 is its predictive analysis with artificial intelligence (AI). GA4 applies machine learning algorithms to recognize patterns and trends in the data, providing businesses with insights into their customers’ behavior. This feature can help businesses anticipate the needs and preferences of their customers and modify their

marketing strategies accordingly. For example, if GA4 identifies that a particular product is popular among a specific demographic group, businesses can leverage this information to create targeted ads with higher conversion likelihood.

Finally, GA4 is designed for the future of measurement as cookie measurement will be impacted. Cookies are small text files that are stored on a user’s device when they visit a website; they are used to track user behavior and offer personalized experiences.

However, recent changes in data privacy laws have made it challenging for companies to use cookies. GA4 is designed to operate without cookies, utilizing other methods such as machine learning and statistical modeling to gather data. This means that companies can still obtain valuable information about their users’ behavior even if they cannot rely on cookies. For more information, click here.

GA4 vs Universal Analytics

When it comes to web analytics, one of the main points of comparison is between Google Analytics 4 and Universal Analytics. Both versions have their advantages and disadvantages, with GA4 being the newer and more advanced version designed for the future of measurement. One of the main differences between the two is their interfaces and data models; GA4 offers a simpler and easier-to-understand interface, while Universal Analytics has a more complex option that requires more training.

Additionally, their data collection capabilities also differ. GA4 can gather information from both applications and websites, whereas Universal Analytics only tracks data from websites. This is a valuable advantage for companies that have both an application and a website, as it allows them to gain a comprehensive understanding of their customers’ behavior. On the other hand, GA4 utilizes machine learning to provide predictive analytics, which is a powerful tool for optimizing marketing campaigns.

Additionally, GA4 has better integration with Google Ads than Universal Analytics, which is beneficial for businesses using Google Ads as part of their marketing strategy. Moreover, GA4 can measure customer behavior across multiple devices, simplifying tracking and analysis of customer behavior.

Although it is a newer version of Google Analytics, it still has some limitations compared to Universal Analytics, such as not being able to track certain types of data.

Advantages and disadvantages

Analytics has significantly improved with the arrival of Google Analytics 4, providing businesses with more accurate and relevant information about customer behavior. Thanks to GA4, organizations can observe and analyze user activity across multiple devices and platforms, such as mobile apps, websites, and even in-store purchases. This provides businesses with a better understanding of their user base and their needs, ultimately allowing them to make more informed decisions about their marketing strategies and product development.

However, there is a potential drawback to using GA4, as marketing professionals may take some time to adapt to the new interface and data model if they are accustomed to Universal Analytics. Additionally, some features such as custom variables and dimensions, which were available in UA, are not yet supported in GA4, which could require businesses to modify their analytical approaches and workflows.

GA4 also offers advantages in terms of its integration with Google Ads and other Google marketing tools. This allows businesses to measure the success of their campaigns across multiple channels and make data-driven decisions about their advertising budget.

On the other hand, the platform contains predictive analytics features based on machine learning, which help businesses anticipate customer behavior and optimize their marketing efforts. However, it’s important to note that these functions are powered by data from Google’s machine learning algorithms, so businesses should also rely on other sources such as search console data to ensure the best possible results.

Integrations in GA4

The advantages of Google Analytics 4 are plentiful, and perhaps the most notable is its impressive integration capability. By connecting to Google Ads, marketers can measure and optimize campaigns more accurately, while also leveraging cross-device tracking to gain insights into customer journeys. Additionally, integration with Firebase allows for data collection from various sources.

Furthermore, Google Analytics 4 also integrates with BigQuery, Google’s cloud-based data warehouse. This connection allows businesses to store and analyze vast amounts of data, helping them make better-informed decisions. Additionally, GA4’s integration with Google Tag Manager ensures quick and effective implementation of tracking codes and tags.

Finally, GA4 also allows integration with Google Optimize, a tool that enables testing and optimization of websites and applications. With this feature, businesses can conduct A/B tests, personalization, and much more, all within the GA4 interface. By utilizing this integration, businesses can enhance their user experiences and increase engagement and conversions. In conclusion, GA4 offers a comprehensive set of features that enable powerful data collection and analysis.

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