THE TOP 5 THINGS BRANDS SHOULD KNOW ABOUT GOOGLE ANALYTICS 4 (GA4)

by Adam Ortman, SVP Growth & Innovation, Generator Media + Analytics

Google Analytics 4 (GA4) is the latest version of Google’s popular web analytics platform. It offers a number of new features and improvements over the previous version, making it an even more powerful tool for businesses of all sizes. Here are the top 5 things companies should know about GA4:

1. GA4 is designed for cross-device and cross-channel tracking. The new platform allows businesses to track customer interactions across multiple devices and channels, such as web, mobile, and offline. This means that businesses can gain a more complete understanding of their customers and how they interact with their brand, regardless of the device or channel they are using.

2. GA4 uses machine learning to provide more accurate and actionable insights. The new platform uses machine learning algorithms to analyze data and provide businesses with more accurate and actionable insights. This includes features such as automatic event tracking, which automatically tracks user interactions on a website without the need for manual setup, and anomaly detection, which alerts businesses to unusual changes in their data.

3. GA4 includes additional path reports and new engagement and conversion metrics. The new platform includes additional pathing reports as well as new engagement and conversion metrics, such as lifetime value and churn rate, that help businesses understand the long-term value of their customers. This can help businesses make more informed decisions about how to allocate resources and improve their marketing efforts.

4. GA4 allows for better integration with other Google tools. The new platform allows for better integration with other Google tools such as Google Ads, Google BigQuery and Google Tag Manager. This makes it easier for businesses to share data across different teams and platforms and to automate data analysis and reporting.

5. GA4 is more privacy-friendly. The new platform includes a number of features that are designed to be more privacy-friendly. For example, GA4 uses randomized client IDs that cannot be used to personally identify individual users and automatically anonymizes IP addresses. This helps businesses to comply with data privacy regulations such as the General Data Protection Regulation (GDPR).

In conclusion, Google Analytics 4 (GA4) is a powerful analytics platform that offers many new features and improvements over the previous version. The above-mentioned features are the top 5 things companies should know about GA4. With the ability to track customer interactions across multiple devices and channels, use machine learning to provide more accurate and actionable insights, include new engagement and conversion metrics, allow for better integration with other Google tools and more privacy-friendly, GA4 is a great tool for businesses of all sizes to gain a better understanding of their customers and improve their marketing efforts.