The new Google Analytics 4 will help you with essential insights to optimise website traffic and improve your return on investment (ROI).

The latest version of Google’s web analytics platform, Google Analytics 4 (GA4), is now available. The newly improved platform includes expanded predictive insights, deeper integration with Google Ads, cross-device measurement capabilities and increased granular data controls.

Source: Search Engine Land

Digital director at Grofuse, Denis Finnegan, said: “Google Analytics 4 aims to give a complete view of how customers are engaging with your business across devices and channels for improved reporting and ad targeting.

Google Analytics is part of millions of businesses’ key tactic to improve their web presence. As a Google Analytics user, you have the ability to see the habits of your ideal buyers, how they interact with your website, and how your website is performing overall.”

6 key changes in the Google Analytics 4 update

1. New AI-powered predictions and insights

The new insights and predictions for Google Analytics 4 significantly improves machine learning-powered insights. These can automatically alert marketers to data trends such as heightened demand for a product they sell, anticipate customers actions and focus on higher-value users.

Google Analytics 4 key updates

For expert digital consulting, contact our team at Grofuse

2. Customer lifecycle structured reporting.

One of the most significant differences between Analytics 4 and Universal Analytics is how reports are structured, these are now organised around the customer lifecycle.

The reports are designed to help marketers gain insights in to particular aspects of the customer journey through engagement and retention reports to understand the actions these customers take.

The new Analytics experience also aims to give marketers a better view of how customers are engaging with their businesses across devices and channels. Marketers can provide their own user ID or enable Google signals to deduplicate users across devices for reporting and ad targeting.

3. Improved audiences integration with Google Ads.

Marketers can better manage audiences from their visitors across the web and their app. For example, users would be automatically removed from a particular audience once they were no longer applicable for that audience – such a retargeting a customer who has already purchased a product.

Google Analytics 4 will also report on actions from YouTube engaged views that occur.

4. Codeless Event tracking

Expanded codeless features make it easier for marketers to track and measure on-site and in-app actions that matter in real time without having to incorporate code or set up event tracking in Google Tag Manager. Previously, in Universal Analytics, event tracking required additional processing and the data is usually not available until the next day.

5. More user data controls.

Analytics 4 also includes options to help advertisers to comply with data regulations such as GDPR and CCPA.

A ’Consent mode’ providing consent opt-ins and analytics for ads has been designed for sites that have to obtain end-user consent to collect analytics data.

Data deletion capabilities are also improved, enabling businesses to comply with deletion requests from users without having to remove more data than necessary.

6. Analytics in a cookie-less future. 

Google anticipates that data sparsity will become the new norm. It will rely on machine learning to fill in the data gaps.

Next year it is anticipated machine learning modelling will be used to support various modes of analysis in Google Analytics. This may emphasise the user analysis side of it less, but focus more on the behavioural.

Mr Finnegan added: “In these unprecedented times as many businesses have been thrust online, our team at Grofuse urge those unfamiliar with the digital world to realise the importance of using Google Analytics.

The essential tool helps business owners to deliver a high-quality website to your customers and provide you with necessary information regarding the website statistics to help you market to the right people, in the right way and at the right time.”

Do you require expert assistance with digital marketing to fuel business growth? Contact our team at Grofuse today. NI/GB: +44 2871 228820 ROI: +3531 247 5294.