A Comprehensive Guide to Google Analytics 4

In 2020, it became known about a new development by Google, which became a new generation in the field of tracking programs and various web resources – Google Analytics 4. The idea of its creation was based on the need to update the capabilities of the service and make it perfect. The creators managed to implement it because the number of users of the software solution began to grow actively.

According to statistics provided by Business Dit, around 8.4 million websites were using the platform in 2023 (the period up to March). Now this indicator has probably increased significantly, because from July 1, 2023, this system has completely replaced Universal Analytics. If you are also considering the possibility of using the updated resource, then we offer a detailed guide to study the main features.

What is the development of Google Analytics 4?

Before you start working with a new data and reporting system, you need to learn more about it. GA4 (or Google Analytics 4) is the name of a state-of-the-art platform that provides analytics functions and opens up wide opportunities for business. Google used the well-known Firebase platform as the basis of the service. If you have used Universal Analytics before, you will immediately notice certain differences in functionality.

In addition to updating the platform, the development also changes the approach to reporting and data collection. It provides more accurate results, as well as an improved basis for tracking multiple channels. In particular, this is ensured by the transition to a new model. It is a technology that focuses not on sessions, as it was in previous versions, but on interaction with users and events.

By implementing the update, advertisers can predict user behavioral trends and use the resulting data to improve marketing efforts. An important feature of Google Analytics 4 is that this version of the software product uses machine learning and artificial intelligence. According to the developers, these features help gain a deeper understanding of how potential customers interact with the app or website.

How to get started with the Google Analytics 4 platform?

Despite a number of notable updates, the process of launching and using the new solution has not changed much. Users have the opportunity to use a demo account and a full version. The first option is ideal for beginners who are getting acquainted with the system for the first time and want to understand all the functions of the program. In this case, they get access to a large amount of supporting information.

Google provides instructions, recommendations, and tips that help you quickly master the interface and how to work with the service. When the transition to a full version is made, it is important to immediately decide how you will implement it. There are 2 basic options: in the application or through the website. If you choose the standard option (website), you need to perform several simple actions. The algorithm includes the following stages:

• Sign in to your account. To get started, you must first go to Google Analytics and select your profile.
• Go to the resource. After logging in, you need to find the GA4 Setup Assistant section in your account.
• Launch of a new software solution. To do this, you need to open a window in which the system offers to create a new resource. It remains only to press the button with the inscription “Get Started”.
• Entering business information. In a separate window, you should also indicate the goals of the business and briefly describe them.
• Creating a data stream. Once you’ve provided the basic information, you’ll also need to create a process flow. To do this, it is enough to select Web and specify the site address.

After that, it is worth checking the tags that your site uses. In the absence of a suitable tool, it is necessary to create a Google Analytics 4 tag.

Source: MOZ

Source: MOZ

What data can GA4 receive?

This is the main question that interests all new users of the system. The improved version provides access to several parameters at once. They help to obtain valuable data that allows you to evaluate the effectiveness of marketing efforts and see a more accurate situation with advertising campaigns. All parameters are divided into several categories:

• Event-based metrics. This category includes parameters that detect the reason for starting a new session by the user. It’s not just about viewing the page, it’s about the target action (recording, subscription, purchase). If the user does not reach this stage, then the tool and the source remain unidentified.
• Session-level metrics. GA4 also allows you to define opening sessions. Data on both regular and new users are recorded. In particular, the system also determines the method of attracting the visitor, that is, the channel from which he came.
• Metrics related to users. A separate group in the new platform is the parameters related to joining visitors who have not previously interacted with the application or site. Here you can see data on exactly how new potential customers are attracted.

All these functions allow you to get detailed data about all categories of visitors and understand what exactly motivated them to complete sessions or targeted actions. In the eventuality that the data should be presented with a specific layout and cross-referenced with product or service prices, it is possible to link the data to a price list maker software.

What innovations does Google Analytics 4 have?

For marketers and other professionals who already have experience using Universal Analytics, it is also important to be aware of platform updates. To understand what they consist of, it is worth comparing the new version with the UA service. Let’s consider several criteria by which this can be done.

Improved management of identification processes

The updated version has improved technology based on Google Signals. The essence of the function is that it can identify the user without compromising his privacy. Along with this, the platform uses a traditional indicator, which is also installed in Universal Analytics. It assigns each visitor certain numbers that are used to distinguish between all users who come to the site.

Source: Method and Metric Digital Agency

Accounting for events

A key aspect of how Universal Analytics works is page views. GA4 uses a slightly different approach. The system focuses on events. Thanks to this, marketers manage to identify user touch points and specifics of interaction with an application or web resource. Demographic characteristics, engagement rate, visit time, and attribution can be captured in the process.

Improved control

The new platform opens up more opportunities for marketers to control data and processes. Google Analytics 4 has the tools you need to customize your dashboard based on the data and digital marketing metrics that matter to your business. An additional advantage is the possibility of integration with other services for a better display of the received information.

Ability to create predictive statistics

Forecasting behavioral aspects is one of the important factors for the development of any business. GA4 helps in this task as well. The platform provides access to the following indicators:

• Projected income
• The probability of outflow
• Probability of making a purchase

This information can become the basis for making forecasts and adapting the marketing strategy to future trends among users.

Conclusion

Google Analytics 4 is a modern and progressive response from developers to significant changes in visitor behavior and the need to improve tracking. The platform has retained some of the features of the well-known Universal Analytics, but along with it has received a number of new functions. This is due to a change in the approach to visitor analysis and reporting. Now, marketers and other professionals have the ability to track user behavior, make predictions about brand development, and perform a number of other important marketing activities.

Andrej Fedek

Andrej Fedek is a digital marketer. He recently started his own blog about digital marketing called InterCool Studio. His passion is to help startups grow and thrive in a competitive environment.