Google Analytics 4 (GA4) is the latest version of Google’s web analytics platform, replacing Universal Analytics. First introduced in October 2022, GA4 will provide useful insights into user behaviour and website performance to aid in digital marketing and SEO (search engine optimisation).

Harnessing the capabilities of GA4 can unlock valuable insights, help us optimise campaigns, and drive superior results for each of our clients. But what precisely does GA4 deliver that Universal Analytics didn’t?

Cross Channel Data Measurement

Understanding the complete customer journey is an important but challenging task. GA4 addresses this by providing more accurate cross-device tracking data, enabling us to gain a view of our clients’ user engagement and user interactions across various touchpoints. This helps to identify conversion paths, optimise marketing campaigns, and enhance the overall user experience.

Event-Driven Data Modelling

GA4’s event-based data modelling shifts the focus from page views to user metrics. By tracking events and parameters, we can collect data on user behaviour, such as clicks, downloads, form submissions and video views over multiple platforms. This will enable us to tailor campaigns based on actual user demographics and actions, therefore improving targeting and engagement for each of our clients.

Machine Learning-Powered Insights

Google Analytics incorporates machine learning capabilities that provide new data without lots of manual analysis. Such insights in GA4 will reveal user trends, high-value segments and optimisation opportunities. This is ideal for digital marketing agencies like us, as it allows us to collect data to refine our marketing strategies.

Data Collection

With GA4’s flexible data structure, we will have better control over how data is collected and organised. Customer event tracking, user property column, and user identifier management will allow us to perfectly tailor each client’s analytics to suit specific business needs and goals. This will allow much more in depth and accurate reporting.

Customer Privacy

As privacy concerns become more prominent, GA4 prioritises user privacy and data protection. GA4 offers features like data retention controls and consent management, ensuring compliance with regulations like GDPR and CCPA. By demonstrating a commitment to user privacy, businesses can build trust with their audience and foster stronger customer relationships.

Different Reports

GA4 will provide users with a different reporting interface, where you will be able to view more data and new metrics. This will allow us to gain access to new insights and more accurate reports to aid our clients in their marketing strategies.