Google Analytics 4, or GA4, is the latest version of Google's web analytics platform. Launched in October 2020, this new version has been designed to meet the needs of modern businesses that want to understand their users' behavior on their website and in their mobile app. In this blog post, we'll explore the key features of Google Analytics 4 and explain why businesses should consider upgrading to this new version.
A user-oriented approach
The main difference between Google Analytics 4 and previous versions is the focus on users rather than sessions. GA4 uses an event-based data model to track user behavior throughout their journey on the website or mobile app. This enables companies to better understand how users interact with their content and personalize their experience accordingly.
Simplified reporting
GA4 offers simplified, clearer reporting, focusing on the data most important to your business. Reports are more visual and easier to understand, enabling companies to better identify trends and optimization opportunities.
Measuring the impact of advertising campaigns
GA4 enables companies to measure the impact of their advertising campaigns across the entire user journey, from the first interaction with an ad to the final conversion. Companies can track direct and indirect conversions from advertising campaigns, enabling them to better understand the ROI of their advertising spend.
Off-line data integration
GA4 enables companies to integrate offline data, such as in-store sales or phone calls, into their analysis. This enables companies to better understand the impact of their website or mobile app on their offline activity.
Better privacy protection
GA4 offers better privacy protection for users by using unique identifiers rather than third-party cookies to track users. This allows companies to continue tracking user behavior while respecting data privacy and security standards.
In conclusion, Google Analytics 4 offers a host of features that enable companies to better understand their users' behavior and optimize their experience. Simplified reporting, advertising campaign impact measurement and offline data integration are just some of the tools that enable companies to make more informed decisions. What's more, the enhanced protection of user privacy makes it an attractive option for companies concerned about data security. Companies that have not yet migrated to GA4 should consider doing so, to reap the benefits of this new web analytics platform.