What is new with ga4?

Google Analytics 4 (GA4) is Google’s latest version of their analytics platform, designed to provide businesses with more comprehensive insights into their digital marketing efforts across multiple channels. Here are some key aspects that make GA4 helpful and potentially successful.

Cross-platform Tracking
GA4 enables tracking across multiple platforms and devices, including websites, apps, and even offline interactions. This gives us a more comprehensive understanding of user behaviour and the effectiveness of different campaigns across various touch points.

Enhanced Event Tracking
GA4 makes it easier to measure and analyse specific user actions, such as clicks, video views, form submissions, by placing a strong emphasis on event tracking. This level of granularity provides insights into user engagement and conversion behaviour, helping with optimising campaigns and website experiences.

Machine Learning and AI-powered Insights
GA4 incorporates machine learning and AI capabilities to provide automated insights and predictive analytics. These features can help identify trends, anomalies, and opportunities that might be difficult to uncover manually, giving us the opportunity to make data-driven decisions.

User-centric Data Model
There is a shift from a session-based model to a user-centric data model which focuses on individual users and their interactions over time. This shift aligns with changing privacy regulations and enables a more holistic understanding of user behaviour.


Future-proofing for Privacy Changes
As privacy regulations evolve, GA4 is designed to adapt to these changes. It offers features like consent mode and enhanced data controls to help businesses comply with privacy requirements while still gaining valuable insights.

Improved Reporting and Data Visualisation
GA4 provides more flexible and customisable reporting options. There is a more intuitive and user-friendly interface for data exploration and visualisation, making it easier to extract meaningful insights from the data.

Ultimately, the future of digital advertising will likely involve a combination of analytics platforms, tools, and techniques that cater to the diverse needs of businesses and the evolving digital landscape. While GA4 has the potential to play a significant role in this future, it is just one option among many, and businesses should evaluate their specific requirements before making decisions.

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