GA4 is far more than Google’s chance to flex its machine learning and artificial intelligence muscle; it is the next evolution of analytics tracking.
In this article we’re going to talk about Google Analytics 4 (GA4) and take a look at what benefits you’re getting when you start using GA4.
Let’s get started.
What Is Google Analytics 4 (GA4)?
Google Analytics 4 is the latest version of Google Analytics. Compared to Universal Analytics, GA4 is far more advanced and follows an event-based architecture; where Universal Analytics has pageviews and events, Google Analytics 4 tracks everything as an event.
Let’s look at some of the unique features and benefits of GA4.
7 Key Benefits of GA4
When released back in October 2020, Google Analytics 4 didn’t seem to offer much on the surface. However, with the passage of time, we’re starting to see some promising features.
Here are 7 key benefits of using GA4.
#1 Predictive Analytics
One of the most notable benefits of GA4 is the ability to use predictive metrics that are derived from machine learning algorithms that measure conversion progress.
Google Analytics 4 is brim-full with artificial intelligence and machine learning. For example, you can identify users and their actions that will lead to a purchase.
At the moment, there are three predictive metrics that are supported by Google Analytics 4:
- Purchase probability: This metric details the probability that a user who was active in the last 28 days will complete a purchase event in the next 7 days.
- Churn probability: This overviews the probability that a user who was active in the last 7 days will not be active within the next 7-day period.
- Revenue prediction: This metric is used to predict the revenue expected from all purchase events within the next 28 days from users who were active in the last 28-day period.
#2 Create and Track Up To 300 Events
The process of having to get a developer involved each time you need to track something can become exponentially time-consuming.
Thankfully, you can create up to 300 events per property which require no intervention from a developer. In fact, most basic events are already tracked for you in GA4. If there are more events you’d like to track, you can create these events on the platform by modifying an already tracked event or by placing conditions using pre-configured tracked parameters.
#3 Granular Data Control
Google Analytics 4 comes with options to help users comply with certain data regulations, such as CCPA and GDPR. Additionally, GA4 allows you to manage how the platform collects, retains, and uses the data.
The new data capabilities include:
- Data deletion: Comply with data deletion requests from users with more control.
- Consent mode: Enables you to create consent opt-ins for your Google Analytics and Ads.
- Ad personalisation: Choose when to use data to optimise ads and limit data use.
#4 Create Custom Reports
Although Universal Analytics’ custom dashboards are decent, they are not very comprehensive.
Google Analytics 4 gives you access to Explorations, which enable users to create their own custom reports using tables or visualisations for paths, funnels, cohorts, or segments.
Exploration reports go beyond the standard reports and model data in a way that makes it easier to understand.
#5 Anomaly Detection
Did you forecast to make R10,000.00 a day, but didn’t? That’s an anomaly, and GA4 now comes equipped to show anomaly detection on most line graphs throughout the tool.
These anomalies are detected when Google assumed something was going to happen to your website but didn’t. This somewhat eliminates the need to manually determine if something was statistically significant. To sweeten the deal even more, anomaly detection is also available in Explorations.
#6 Zoom in On Customer Behaviour
Within GA4 there is a new section called Life Cycle, where Acquisition, Engagement, Retention and Monetisation reports can be found. You will notice that these categories align almost identically with the customer journey.
Through the usage of this, it is now easier than ever to zoom in on user behaviour and uncover insights into areas where you should be directing more attention.
#7 Search Console Integration
GA4 now houses the ability to integrate with Google Search Console. This enables you to analyse organic search related to your website, for example, which search queries lead to clicks, where your site gets ranked in search results and how clicks translate to user behaviour.
As technology evolves, businesses must start thinking differently about their users and the future of analytics. The way people use websites and applications is constantly changing. With privacy regulations changing how businesses track, collect and use analytics data, marketers need a future-proof design that houses improved insights and efficient ways of acting on insights.
Although GA4 still seems to be missing certain features, it is the future of analytics tracking.
