By now, most website owners and managers are familiar with Google Analytics and its extensive data reporting capabilities. But times-are-a-changing! The old Universal Analytics data collection system is being replaced. So what is GA4?

Google Analytics 4 (GA4) is the latest version of Google Analytics, the free, industry standard platform for website data collection and reporting. As the digital landscape is constantly evolving – and data is more important in digital marketing tactics – the need for more granular metrics has driven the occupants of Mountain View to create a more robust, and sometimes confusing, platform.

The new platform takes effect on July 1st, 2023 so users must prepare for the switch. Here are some of the highlights of GA4:

Enhanced measurement: GA4 allows for more granular and detailed tracking of user behavior, including cross-device and cross-platform measurement. For example, a new ‘Users’ metric has been added to track ‘first open’, ‘first visit’, and ‘engagement time’ data.
Event-driven data model: GA4 uses an event-driven data model, which means that it can capture and analyze user interactions with your website or app in real-time. ‘Page views’ are now considered one of many ‘Events’ enabling better tracking of conversions such as purchases, downloads and inquiries.
Smarter insights: GA4 uses machine learning to provide more intelligent insights and predictions, such as churn probability, lifetime value, and predictive audiences.
Deeper integration with Google Ads: GA4 offers deeper integration with Google Ads, allowing you to measure and optimize your campaigns across multiple channels.
Easier data visualization: GA4 comes with an improved user interface and data visualization tools that allow for easier and more customizable reporting.
Customized data streams: GA4 allows you to create customized data streams for different parts of your website or app, making it easier to analyze specific user behaviors and actions.
Enhanced privacy controls: GA4 includes enhanced privacy controls to help you comply with regulations such as GDPR and CCPA.

There are many other features that we’ll cover in future articles. If you’re unsure how to migrate to the new platform, do not fear; Google will automatically switch your account to GA4 (SPARKS! will perform the migration for our clients). Savvy users, however, will want to take advantage of the many customizations and tools that GA4 has to offer.

Contact Us to learn more about integrating GA4 with your web properties and explore ways to increase your website’s performance.