What’s New About Google Analytics 4 and Why You Should Upgrade

Recently, Google announced a new version of Google Analytics that was given the name Google Analytics 4. This is the default version of web traffic analysis and data collection software. It is a privacy-first, durable, x-channel measurement platform that is designed to make your life easier.

As an avid user of Google Analytics, I felt as though it was time to put it to the test to see what was possible.

If you currently use Google Analytics, it is necessary to upgrade to this new version. Once it is set up, you can begin collecting information and enjoying all the latest features provided. After working with this new platform for a while now, I can share some of what I think are the top benefits offered by Google Analytics 4.  

When you apply advanced machine learning models, you can automatically use the new analytics to alert you about your data trends automatically. For example, the tools can alert you of a growing demand for a product you sell. You can also use this technology to help determine likely outcomes, including churn rates and the potential revenue that you may earn from a specific customer group.

This also lets you run an analysis to better understand why some customers are more likely to spend more money than others. This will help you anticipate their future actions.

One of the main differences between the original Google Analytics and Analytics 4 is how reports are organized. New Analytics offers you customer-centric measurements, rather than measurements divided by the platform or device.

Google Analytics 4 is an expansion of the “App + Web” system originally released in 2019. This version of Analytics was mostly focused on cross-channel data, which meant it could track users across websites, software, and apps. Traditional Analytics, also called Universal Analytics, would only support websites.

What this means is that Google Analytics 4 is shifting how data is shown. It is focused on how users engage with your business across channels and devices. As a result, you get a better understanding of who your customers are and what makes them “tick” across their entire lifecycle– from the first visit to conversion and even retention.

Today, users demand more transparency and control over the data collected and used to personalize ads. With Analytics 4, you have several options to help advertisers remain compliant with data regulations, such as CCPA and GDPR. The new analytics also allows you to better manage the way you retain, collect, and use the Analytics data. As a result, Analytics 4 makes it much easier to control your data.