As of July 2023, Universal Analytics (UA) will be switched off, and replaced with Google Analytics 4.

To many, if not every marketer out there, this is a drastic change. But it is a necessary one and the new features of GA4 offer the prospect of more powerful and valuable analytics than ever before.

To get to grips with these changes, we have created an in-depth guide to GA4. In this article, we go through what it is, how it works, and why you NEED to start using it today.

What Is Google Analytics 4?

Google Analytics 4 (GA4) is the latest iteration of Google’s analytics software. It boasts several big changes and improvements over its predecessor, Universal Analytics (UA). Including:

• A more powerful data layer that can be used to create custom events and parameters

• Enhanced user-level reporting, with an emphasis on customer behaviour and lifetime value

• Improved reporting on app and web traffic, as well as cross-platform analysis

• More granular tracking capabilities for digital marketing campaigns

• Automated insights that can be used to gain valuable insights from customer data.

How Does Google Analytics 4 Work?

Google Analytics 4 is a powerful and advanced analytics tool.

It works by collecting data from multiple sources and putting it into easily digestible and actionable reports. The data is then used to generate insights about customer behaviour, which can be used to inform marketing strategies and boost ROI.

Google Analytics 4 uses a variety of tracking methods to ensure that all the data collected is reliable and accurate. This includes the ability to track user behaviour across multiple devices and platforms, as well as monitoring customer lifetime value.

Google Analytics 4 Vs Universal Analytics

Google Analytics 4 is the latest version of Google’s web analytics platform, while Universal Analytics is the previous version. Some major differences between them include:

– User ID tracking: Google Analytics 4 allows you to track users across devices and platforms, while Universal Analytics does not.

– Enhanced measurement: Google Analytics 4 provides more granular data points and insights, while Universal Analytics measures only basic metrics.

– Cross-device reporting: Google Analytics 4 provides deeper insights into how users move between devices and platforms, while Universal Analytics only tracks user behaviour on one device.

– Real-time reporting: Google Analytics 4 offers real-time insights into user activity on your website, whereas Universal Analytics does not.

Overall, Google Analytics 4 provides a more comprehensive view of website traffic and user behaviour than its predecessor.

Some Of The Most Important Features Of Google Analytics 4 So Far

GA4 includes a number of new features that are designed to make it more user-friendly and informative.

Perhaps the most significant change is the switch from a traditional pageview-based model to a connected model. This means that GA4 can track how users interact with your site across devices and platforms.

Additionally, GA4 provides more granular data on user behaviour, including scroll depth, outbound clicks, and form submissions. This allows you to get a better understanding of what users are actually doing on your site.

Finally, GA4 includes a new reporting interface that is designed to be more intuitive and visually appealing. Overall, GA4 represents a major step forward for Google Analytics.

Benefits Of Google Analytics 4

Google Analytics 4 provides a number of benefits that make it an attractive analytics platform. It allows you to gain deeper insights into user behaviour, including tracking users across devices and platforms.

This helps you better understand how people interact with your website, which can be invaluable when optimising your site for conversions or user experience.

How You Can Use The Data From GA4 To Improve Your Website’s Traffic And Performance

Google Analytics 4 provides insights that can help you improve your website traffic and performance.

The data Google Analytics 4 collects can be used to track website visitors, understand how they interact with your site, and identify areas for improvement.

By understanding which pages are most popular, which links are clicked most often, and which buttons are most effective, you can make changes that will improve the overall experience for your visitors.

In addition, Google Analytics 4 can help you identify problems with your site’s loading time, so you can take steps to fix them. By using the data from GA4, you can make informed decisions that will improve your website’s traffic and performance.

Are There Any Other GA4 Features?

There are definitely a few new features in GA4 that we haven’t looked at yet!

One feature that we’re curious about is the new Conversions API. This new API allows you to measure conversions from any source, including those outside of your website.

This is really powerful if you’re looking to track the effectiveness of your marketing campaigns or even just see how users are interacting with your site.

Another new feature includes their new Multi-touch attribution. With this new attribution model, you can attribute credit for a conversion to multiple touchpoints along the customer journey. This is really helpful if you want to get a better understanding of how your marketing efforts are performing.

Our Analysis So Far Of Google Analytics 4

So far, our analysis of Google Analytics 4 has revealed a powerful analytics platform that provides businesses with valuable insights into user behaviour.

GA4 allows you to track users across devices and platforms, as well as measure conversions from any source. Additionally, it includes enhanced reporting features such as real-time insights and cross-device reporting.

Also, GA4 still integrates seamlessly with other Google products like Google Ads and BigQuery (phew!) So you can quickly get the information you need in one place.

Overall, GA4 is an incredibly powerful tool that can help businesses make data-driven decisions and optimise their website for increased conversions.

Resources To Use When Changing From UA To GA4

If you would like any additional help getting accustomed to the Google Analytics 4 interface, there are many helpful resources available.

Google has an official tutorial page and documentation that outlines the features of GA4 and how to use them. Plus, they provide a test account that anyone can use, so you don’t have to worry about using any client analytics.

There are also lots of third-party tutorials, videos, and blogs that provide tips and tricks for using GA4 effectively. Including resources, from the likes of LinkedIn Learning.

But, what we suggest highly, is going into the interface yourself and giving it a try. Google Analytics 4 is a powerful tool, but it can take some getting used to. So, don’t be afraid to jump in and explore the features!

Why You Should Start Using Google Analytics 4 Now

Google Analytics is a powerful tool for marketers, and its latest version brings unparalleled capabilities to the table. With its advanced data layer, improved tracking methods and automated insights generation capabilities, GA4 offers an unprecedented level of insight into customer behaviour and marketing performance.

This is a big, overwhelming move, but taking the time to get used to the GA4 interface is crucial.

Plus, it’s not going anywhere!

We hope this overview has helped you understand the basic features of Google Analytics 4.

Whether you’re an experienced analytics professional or just starting out, GA4 has something to offer everyone. With the right resources and guidance, you can quickly learn how to use GA4 and start getting the insights you need to drive success.

If you would like any support with your Analytics, please do get in touch. We are here to help you get the most out of GA4, and make sure that your analytics is working for you.

Happy tracking!