Google's doing it again, it is making radical changes to an already difficult platform, Google Analytics.
This is the next generation of Google Analytics and will be replacing universal analytics on July 1st, 2023. It includes substantial advantages over universal analytics.
The new tool uses intelligent machine learning to produce insights about your customer’s journey through your website, including which platforms and devices they’re using. As a business, it is vitally important that we are able to measure data in an accurate and interesting way so that we can get the most out of our insights.
Google Analytics 4 is the future of data analysis and measurement and brings a whole new perspective to the table.
How to start using Google Analytics 4?
When it comes to measuring your data, Google Analytics can be a brilliant tool for measuring the performance of your website.
If you are someone who already takes advantage of this beneficial tool then you may be aware that the new Google Analytics 4 property will need to be implemented into your existing setup.
This can be done with the Google Analytics 4 setup assistant under the property column. When you create your new Google Analytics property it will run alongside your existing universal analytics.
This will remain unchanged and still continue to collect data until July 1st, 2023 when it will then no longer process data. Any new data from this date onwards will be collected and processed by Google Analytics 4.
The new analytics tool also creates a way for Google to share the data through their other platforms.
What are the benefits of Google Analytics 4?
Another key benefit of using this intelligent new property is that you can now see more of the user’s journey by capturing the events that users take through their journey on your website.
With the implementation of a new core, Google Analytics now measures data with an emphasis on users and their interactions. With the addition of this new data model, you can now use a single set of metrics to analyse both website and app data, allowing for more intelligent aggregation.
If a user has visited your website on a desktop, and then revisited it on a mobile device and downloaded your app to make a purchase, you will be able to track all of this information with the new features of Google Analytics 4.
New & improved measurement tools and more accuracy
The new analytics tool is designed to circumvent the cookieless data age. Installing and using these codes will give google new permissions to access your data without directly making it available to advertisers.
Other tools will make this information available in due course and Google will still use it when targeting ads on their google ads platform.
Furthermore, an additional benefit of the new and improved measurement and analysis tool, is that you can now create even more powerful audiences for your ads campaigns. This means that you can keep track of any of the devices or events that users are making throughout their customer journey.
If a user decides to use multiple devices to visit your website and then revisit and make purchases or sign up for newsletters, you can now make sure that you have all of the data regarding any of these events that have taken place.
From this information, you can then compose more accurate audiences due to having the data you need to be knowledgeable in who exactly is visiting your website and on what types of devices.
No longer will it be difficult to optimise your ad spend for complex user journeys. You can now put your user’s journeys together and avoid wasting any ad spend.