Google Analytics 4: The Future of Cross-Platform Measurement
Google Analytics 4 (GA4) is the next-generation analytics solution that collects event-based data from both websites and apps, making it a perfect fit for businesses that need to track their customers’ complex, multi-platform journeys while prioritizing user privacy.
With its event-based measurement model, companies can now get a complete view of their customer lifecycle, which is not fragmented by platform or organized into independent sessions.
Why is GA4 important?
GA4 is the future of measurement. The previous generation of analytics – Universal Analytics – was built for a generation of online measurement anchored in the desktop web, independent sessions, and more easily observable data from cookies. However, this measurement methodology is quickly becoming obsolete. Businesses need a solution that operates across platforms, does not rely exclusively on cookies and uses an event-based data model to deliver user-centric measurement.
GA4 was designed with privacy at its core to provide a better experience for both businesses and their users. It helps companies meet evolving needs and user expectations with more comprehensive and granular data collection and usage controls.
GA4 will also no longer store IP addresses, making it an ideal solution in today’s international data privacy landscape, where users increasingly expect more privacy protections and control over their data.
How GA4 can benefit your business.
GA4 was designed to support businesses’ key objectives, such as driving sales or app installs, generating leads, or connecting online and offline customer engagement. Here are just a few ways GA4 can support your business:
- Understanding your customers across touchpoints: with GA4’s event-based measurement model, businesses can get a complete view of the customer lifecycle, which is not fragmented by platform or organized into independent sessions, allowing companies to understand better how users move through the purchase funnel and make informed decisions based on that data.
- Improving ROI with data-driven attribution: GA4’s data-driven attribution model allows businesses to understand the most impactful touchpoints in the customer journey and allocate their marketing spend more effectively. With a better understanding of the customer journey, companies can optimize their campaigns and see an improvement in return on investment (ROI).
- Predictive insights: GA4 uses Google’s machine learning technology to surface and predict new insights, providing businesses with guidance without the need for complex models. Predictive insights allow companies to proactively address potential challenges, understand user behaviour patterns, and identify new growth opportunities.
- Direct integrations with media platforms: GA4 has direct integrations, making it easier for businesses to drive actions on their website or app. With these integrations, companies can quickly take advantage of new opportunities, optimize their campaigns, and see an improvement in their results.
- Improved privacy controls: GA4 includes privacy controls such as cookieless measurement and behavioural and conversion modelling, making it an ideal solution for businesses that prioritize user privacy. With these controls in place, companies can confidently collect and use their data while protecting their users’ privacy.
How to migrate to GA4
There are three ways to get started if you are an editor or administrator:
- Set up analytics data collection for the first time. This option is for businesses new to analytics and ready to collect data for their website or app.
- Add GA4 to a site with Universal Analytics (Analytics “classic”). The GA4 Setup Assistant will add a GA4 property alongside your existing Universal Analytics property. Your Universal Analytics property will continue to collect data, and you can access both using the property selector in the Admin area.
- Add GA4 to a website builder platform, such as WordPress, Shopify or Drupal.
In conclusion, Google Analytics 4 is the next generation of analytics that provides a comprehensive and cross-platform measurement solution for businesses. With privacy at its core and a range of features that allow companies to better understand their customers and improve their return on investment, now is the perfect time to switch from Universal Analytics.