Last week Google announced the release of the latest version of their analytics platform, Google Analytics 4. This iteration of Google Analytics offers increased functionality of the existing ‘App + Web property’ tracking interface, which launched last year.
Google Analytics 4 (GA4) takes web analytics data to the next level, offering more information on a users journey and interaction with your website. More insight can help businesses achieve better ROI from their marketing efforts in the long term. Boasting in-depth tracking across devices, platforms and channels, GA4 can provide new AI-powered insights and predictions that can take your website’s user experience to the next level
Through machine learning, Google Analytics has been providing insights to users since 2016. However, GA4 takes this further and can notify marketers and website owners of important trends such as:
With just the above predictions, a business can make more informed decisions with their marketing. This is more important now than ever with a lot of marketing departments working on smaller budgets.
Google has stated that they are already working on expanding predictive measures, such as potential revenue that could be earnt from a specific group of customers.
Google Analytics 4 allows deeper integration with Google marketing products such as Google Ads and YouTube. Deeper integration means users can create audiences that reach customers with more relevant and helpful experiences, no matter where they choose to engage with your business.
Google states “The new Analytics gives you customer-centric measurement, instead of measurement fragmented by device or by platform. It uses multiple identity spaces, including marketer-provided User IDs and unique Google signals from users opted into ads personalization, to give you a more complete view of how your customers interact with your business. For example, you can see if customers first discover your business from an ad on the web, then later install your app and make purchases there.”
So what does this mean for your business?
Ultimately, by having a better understanding of the customer journey, marketing activities can be tweaked based on the journey a user takes to convert, or how they interact with your business as a whole.
As Google Analytics 4 can measure app and web interactions together, businesses will be able to get a more in-depth view of how their overall marketing is performing. For example, those running YouTube advertising campaigns will be able to track conversions from YouTube engaged views.
Not only will GA4 be the new standard for analytics moving forwards, but it also comes with some very useful additional features built-in, such as:
For future-proofing, all-new analytics properties will automatically be GA4 properties. Existing properties will need to be upgraded and the steps to upgrade will vary depending upon your current implementation of Google Analytics.
Not too sure if you can upgrade your Google Analytics? Here at HROC, we know how important Google Analytics is to the success of a business. We offer full Google Analytics support and have a team of experts who can help you upgrade your business website to Google Analytics 4. Contact us today to begin your upgrade!