Features of Google Analytics 4 (GA 4)
Google Analytics 4 | Image Resource: snapclick.co.in
Universal Analytics was used to measure and analyse the effectiveness of a website. The new version of Universal Analytics was launched in 2020 and is called GA 4. New concepts and approaches have been introduced in GA4. This will impact the work of SEO professionals.
There are differences between the new version and the old version which you should know about. The main difference is that you can use GA4 for a website or an app or website and an app together.
Google has described Google Analytics 4 as a new-generation approach to privacy-first tracking, AI-based predictive data and cross-channel management. In GA4 AI is taken to a new level and offers new analysis technology without the need for more complex tracking code edits.
You can hire Google Analytics services if you want to move on to GA4 from the previous version.
New features offered by GA4
● GA4 uses AI to get new insights and predictions and the marketers can get alerts for data trends automatically. For example, if the predictions show a surge in demand for a product then you may get an alert.
● The AI technology is used to make predictions about all types of outcomes that the marketers need. For example, you may get a prediction that is specific to a customer segment which will help you update your digital marketing strategies.
● In GA4 the reports are organised in a different way than in Universal Analytics. The main purpose is to try to give you a view of how your customers are engaging with your brand across the various devices and channels.
● Another feature offered by the reports is that you can create a user with an ID or use Google signals to eliminate duplicate users across devices. This leads to better reporting and ad targetting abilities.
● GA4 offers a better integration with Google Ads. For example, suppose a person has taken an action and has qualified as your Google Ad audience. Previously, you had to maintain two lists, one for the target and another for the goal completion. Now for a campaign, you can eliminate a person automatically from the list once the campaign goal is achieved. This new feature will also help to streamline the process and eliminate unnecessary spending on ads.
● GA4 allows you to create new sales funnels and test them to know how they look. It processes old data immediately and helps you find new areas that you may want to add to the sales funnel. It allows you to view the segments and steps together.
● GA4 allows you to export data directly to BigQuery. This allows you to get event data directly into the data warehouse and customise it as required. Having your data in BigQuery allows you to dice your data in infinite ways and integrate it directly on a dashboard or the reporting platforms.
● GA4 offers an expanded codeless feature that allows you to track and measure on-site and in-app actions. You can record events and variables like scrolling, clicks, CSS selectors, form submissions and more.