When you grasp the full functionality of analytics tools, such as GA4, you can truly harness the power of data. When compared to the previous version, there’s a marked difference in its unique features and capabilities, so it’s important to be aware of this new and improved version.
If you’ve ever wondered, “what is Google Analytics 4?” or “how exactly does Google Analytics 4 work?”, then look no further. In this article, we provide a comprehensive overview of GA4, shedding light on its benefits and functionalities.
Why is it called Google Analytics 4?
Google Analytics 4, often abbreviated to GA4, is the fourth major release in Google’s analytics platform. It sets itself apart with substantial advancements and places emphasis on user-centric tracking and analytics.
While its predecessor primarily focuses on tracking pageviews, GA4 takes a more holistic approach than the previous version, focusing on capturing events and user interactions, providing deeper insights and personalised data.
What is Google Analytics 4 good for?
So why did Google choose to introduce GA4, and what sets it apart? GA4 was born out of the need to emphasise customer privacy, largely due to recent privacy laws like the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA).
It enables privacy-first tracking, employs AI-driven predictive analytics, and facilitates cross-channel data measurement, making it the most advanced property available.
People often ask, “Can I use Google Analytics 4 with Shopify?”. Well, you’ll be pleased to know that GA4 integrates seamlessly with many CMSs. To get data for your store, we’ll need to create a Google Analytics account and make a Google Analytics 4 property. Then, we’ll set up Google Analytics 4 tags on your store, and link your Google Ads account to your Google Analytics account.
Key Features & Benefits of Google Analytics 4
So how does Google Analytics 4 work and what are its benefits? We explore some of the most important features below.
1. Enhanced Integration with Google Ads
It provides an integrated solution in Google Analytics to measure both app and web performance effectively, making it extremely useful to advertisers. GA4 responds to this need by providing insights into conversions across diverse channels, including Google Ads, YouTube Ads, Facebook, and organic channels. This integrated approach makes the assessment of marketing ROI a whole lot simpler.
2. Customer-Centric Tracking
This latest version of Google Analytics takes a customer-centric tracking approach, acknowledging the fragmented customer journeys that take place across various devices and platforms. It presents a comprehensive view of customer interactions, offering businesses a deeper understanding of their audience. GA4 achieves this by incorporating multiple identity spaces, such as User IDs and Google signals from personalised ads opt-ins.
3. Streamlined Reporting
With GA4, tracking customer journeys is so much easier. New sections have been introduced, such as ‘Life Cycle,’ which encompasses Acquisition, Engagement, Monetization, and Retention reports. These sections provide invaluable insights into the entire customer lifecycle, so businesses are able to optimise their strategies more effectively.
4. New & Improved Data Control
GA4 offers granular data control in response to growing concerns about privacy. This reduces the reliance on cookies or identifiers. Data modelling techniques are implemented to bridge gaps in the customer journey, which helps to ensure the accuracy of data and compliance with privacy regulations.
GA4 for highly-informed digital decision-making
This new version is well-equipped to deal with ever-changing privacy regulations, making it essential for businesses in the digital world.At Yellowball, we believe in constantly moving forward! This is why we love the improved integration, customer-centric tracking, data control, and simplified reporting that GA4 has to offer. Wondering how to add Google Analytics 4 to your business’ arsenal?
Yellowball is a digital, web design and web development agency based in London, UK – Get in touch with us today, and discover what our specialists can do for you.