Google Analytics 4 is the next generation of Analytics properties direct heirs to the Web+App properties, launched in 2019. For simplicity, Web+App has been renamed Google Analytics 4 or GA4.
Its main objective is to change the way data is displayed in order to focus on users and know the user path from the first visit to the final conversion.
The new Google Analytics is based on artificial intelligence, deep learning (deep learning), machine learning, neural networks and data.
Next, we will tell you about the improvements and new features that GA4 brings with it, the new configurations, and what differentiates it from Google Analytics Universal.
What improvements does GA4 offer?
GA4 introduces several significant improvements over its predecessor, Google Analytics Universal:
- Predictive analytics with artificial intelligenceThe new data analysis tool: allows us to see trends on our data automatically and new metrics based on predictions, such as the potential revenue of certain customers.
- Tracking between our apps and websitesWe can measure the global data of both the web and our apps.
- Automatic event measurementWe will no longer have to implement code to measure most events.
- BigQuery integrationnow allows us to link the tool for free.
- New visual appearanceAll reports and blocks have been visually changed.
- Differences in data collectionThe following is an example: how the elements are defined and how they are called.
- User privacy and data protectionNew forms of analytics that do not require cookies. Includes options to help companies with data regulations.
- New reportsSimplicity and organization to be more intuitive. New user lifecycle reports.
- Multidomain measurementWe can now unify the different domains into a single flow to have a more complete picture of the user's journey.
- Better tracking of the user's journeyallows us to attribute conversions more accurately.
- Improved integration with Google Ads-AudiencesThe new system allows us to create a more flexible audience creation system.
- Integration with YouTubeConversions from both the app and the web: view of conversions from both the app and the web.
Google Analytics 4 basic settings
New Accounts
Before knowing some settings that have changed in Google Analytics, we should know that all new accounts created will already be GA4, without the possibility of returning to the previous version. To create a new account, they provide a configuration wizard that will guide us through the process, we will find it in the Manage > Property section. We will simply have to generate a new code (the old UA), which now begins with G, and implement it on the web.
For Existing Accounts
We can upgrade to Google Analytics 4 from any property (data is not migrated). It is important to know that despite upgrading, the new version will coexist with the old one.
E-Commerce
It changes the e-commerce configuration, now when moving to GA4 if we have any module or plugin for measurement it will not work. The configuration will have to be done through code or through GTM.
Audiences in Google Analytics 4
Numerous options can be used predefined and create new customized audiences in just a few clicks, based on both interactions as in user attributes. To configure them we can now do it from the report panel.
Internal Traffic Filters
Disappear the filters and views that we knew, although we can filter internal traffic or development/testing traffic. The option to exclude references and the quick filters such as those related to organic traffic and search terms. We can now configure it from property management > Data Settings.
Custom Definitions
The event parameters disappear and the Dimensions and Metrics return. We must register them in the "All events" panel if we want to see them in the reports.
Differences between events, predictive audiences and metrics in GA4
Events
GA4 allows for more advanced customization of events and parameters, making it easier to tailor tracking to specific business needs. Events can be configured to capture specific interactions without the need to modify website code.
Predictive Audiences
What Google does is to study based on your data the probability of a user's purchase or future behavior and lifetime value. It takes the last month's information and for each user it predicts how likely they are to come back and buy. At the moment it gives us the possibility to create two predictive metrics: revenue forecast and cancellation rate.
Metrics Name Change
As if the changes were not enough, we also have some slight modifications when naming some metrics. Here is a screenshot:
Some more particularities of Google Analytics 4
- We will not be able to define exclusions of reference sites... Will it be included?
- Differences in the number of users awarded to the Directo channel.
- We will also not be able to configure the Channel Groupingby default. However, it will separate organic social traffic from paid social traffic.
- We depend almost entirely on GTM or code implementation to collect many of the metrics that Google Analytics now brings by default. It is a event-driven data model which focuses on the non-reliance on cookies in the short term.
- Do you miss the views? You are not the only person...
- Nor will you find the bounce rateGA4 will bring engagement-style participation metrics to Social Networks.
- Strong point in the Machine Learningin addition to the analysis center and its enhanced reporting.
As you can see, GA4 comes with many new advantages, it is a significant evolution in digital analytics, providing businesses with more advanced and flexible tools to understand and optimize the user experience.
With its enhancements and new functionalities, GA4 is positioned as an essential tool for any digital marketing strategy modern.
What do you think is the best change, and do you prefer the new visual appearance?
