/************************************************************************************************************************************************/

Google Analytics 4: A Complete Overview

June 21, 2022

Google Analytics 4: Complete Overview
If you own a website, you understand how critical it is to monitor your website traffic, marketing performance, page performance, overall website health, and key performance indicators (KPIs). Millions of businesses and websites use Google Analytics to track user interaction across web domains, mobile apps, and offline APIs. 

What is GA4?


Google Analytics 4 (GA4), released in mid-October 2020, extends the regular Google Analytics Suite designed to help website owners gain a more comprehensive view of their customers’ behavior and website traffic data. GA4 replaces Universal Analytics (UA) as the default measurement method for digital analytics in GA. In 2022, Google announced that GA4 would be the only option starting July 1, 2023.

Google Analytics 4 is a powerful marketing insight tool that will assist you in making better marketing decisions. Google Analytics 4 is a new, more intelligent property built to last. It outperforms a Universal Analytics (UA) property in tracking, reporting, and insights. In addition, Google Analytics 4 introduces a new version that differs significantly from the traditional “universal” Analytics.

The new Google Analytics 4 includes several key features that distinguish it from the previous version. One of the most critical differences in the latest data modeling feature, which uses AI to fill in data gaps where cookie-consent rules may block traditional Analytics. In addition, Google Analytics 4 is a web analytics service that allows you to track traffic and engagement on your websites and apps. Google Analytics 4’s property is also adaptable. It can collect data from a website, a mobile app, or both. Universal Analytics properties, on the other hand, only support websites.

Finally, machine learning is also used in Google Analytics 4 to capture valuable insights. This new method assists you in understanding user engagement across multiple devices, platforms, and domains. These more thoughtful insights will assist you in making better marketing and business decisions. And, ultimately, a higher ROI.

Shift from Universal Analytics to Google Analytics G4


Universal Analytics was designed for a new generation of online measurement anchored in the desktop web, independent sessions, and more easily observable cookie data. However, this method of measurement is rapidly becoming obsolete. Meanwhile, Google Analytics 4 works across platforms, does not rely solely on cookies, and provides user-centric measurement through an event-based data model.

Google Analytics is a means used by nearly 30 million websites to understand user behavior better and create a better user experience. So it’s no surprise that when Google announced the switch to GA4, marketers, and website owners had a lot of questions. And while Universal Analytics provides several privacy controls, Google Analytics 4 is built with privacy in mind to provide a better experience for both the customers and their users. It enables businesses to meet changing needs and user expectations by providing more comprehensive and granular data collection and usage controls. Significantly, IP addresses will no longer be stored in Google Analytics 4. These solutions and controls are critical in today’s international data privacy landscape, where users are increasingly expecting greater privacy protections and data control.

Capabilities of Google Analytics G4

Complete data controls


Complete data controls
With the new update, Google Analytics 4 users can now drill down on data on a more granular scale, making more informed marketing decisions. For example, the acquisition tab has significantly been improved to provide a more comprehensive view of your daily traffic. In addition, the breakdowns of user acquisition and traffic acquisition have been enhanced to include more visually appealing and granular data. Furthermore, Google Analytics 4 provides you and your users with more intuitive and precise control over what personal data is collected, assisting you in complying with current and future privacy regulations. You can also create custom comparisons across various data channels to better understand how your traffic transits from week to week and month to month. GA4 employs a flexible approach to measurement and, in the not-too-distant future, will incorporate modeling to serve in the gaps where data may be lacking. In addition, by creating and analyzing custom audiences, you can determine which components are responsible for the highest level of conversions. This is invaluable as a marketer because it allows you to see which channels are the most profitable.

Additional google ads integration


Google ads integration
With Google Analytics 4, you can easily connect it to Google Ads and gain additional insight into your pay-per-click campaigns to determine how well you manage your advertising dollars. Google’s new analytics approach is fundamentally designed to be more flexible and adaptable to a future in which cookies will be much less common. In addition, privacy will be an increasingly important concern for users and regulatory bodies. GA4 includes:

  • New, more powerful measurements.
  • More powerful analyst tools and integrations.
  • Resulting in larger audiences for marketing campaigns and a higher ROI on ad spend.

Smart insights enhancement


With this new user-focused and event-driven data model, you can now look at both web and app data with a single set of metrics and dimensions, allowing for more intelligent aggregation. With improved data customization options, you can also pull custom insights on performance, demographics, technology, and e-commerce. This is massive progress because it allows you to quickly pull data about your traffic for comparisons with previous periods. In addition, knowing this type of data as a marketer can help you manage and control your ad budgets.

Advanced emphasis on customer-related data


This enhancement is intended to help marketers gain a more comprehensive understanding of how their audiences interact with the website and related products. By creating a custom traffic path analysis with different variable metrics, you can further customize analytics related to how your customers interact with your website. As a marketer, this enables you to see how your customers interact with your content and what products they interact with. In addition, it will allow you to observe your customers’ behavior to determine what they prefer.

These are far more customizable than the previous version of Google Analytics, and you can control how granular your analysis becomes.

Highlights of Google Analytics GA4

  • There is a new navigation structure now. Reports, Explore, Advertising, Configure, and Admin is now available from the left navigation pane.
  • Life cycle and user collections are the default reporting topics. Hence there is new reporting focused on the customer journey.
  • It is now easier to obtain a comprehensive view of real-time data at a glance. Hence it improves visualizations.
  • Bringing together data from app and web at scale provides a complete understanding of your customer life cycle from acquisition to retention.
  • This allows you to use modeling and learn about your customers even when your data is incomplete.
  • It is now easier to interact with data dynamically. Comparing data between desktop and mobile devices, for example, is more intuitive.
  • It is designed to be long-lasting and future-proof. It can grow with your company and work with or without cookies or identities.
  • It is designed with machine learning as the primary form of data measurement, employing “modeling” to extrapolate from current data and make assumptions about site traffic/user behavior. 
  • The new “Insights” feature powered by AI automatically highlights helpful information for marketers.
  • Its objective is to provide marketers with a “complete understanding of the customer journey across devices.” 
  • And it appears to be more concerned with measuring the entire shopper journey than just individual metrics across devices/pages/segments.
  • Google Analytics 4 includes “data streams” rather than the views and segments found in previous Universal Analytics properties.

Significant differences between Universal Analytics and Google Analytics 4


It’s been a few months since Google Analytics 4 (GA4) was announced, and there’s still a lot of confusion about the key differences between GA4 and the older Universal Analytics.

Events


The difference in data models between Universal Analytics and Google Analytics 4 properties is represented by events. A Universal Analytics event has its hit type and has a Category, Action, and Label. Every “hit” in Google Analytics 4 properties is an event; there is no distinction between hit types. A page view event is triggered, for example, when someone views one of your website’s pages.

Google Analytics 4 events have no concept of Category, Action, or Label, and Google Analytics 4 reports, unlike Universal Analytics reports, do not display Category, Action, or Label. As a result, rather than porting your existing event structure to Google Analytics 4, it is preferable to rethink your data collection in the Google Analytics 4 model.

Content grouping


Content groups enable you to create website sections by grouping contents conveniently for analysis. Content grouping in Universal Analytics enables you to organize content into logical structures and then view and compare metrics by group name. 

Google Analytics 4 properties have one predefined event parameter that populates data into the “Content Group” dimension. In addition, further Universal Analytics content group dimensions can be implemented and used as event-scoped custom dimensions in GA4.

Types of hits


Page, event, eCommerce, and social interaction hits are all Universal Analytics hit types.

Google Analytics 4 data, on another hand, is hit of any type, with the direction that any interaction can be collared as an event. So, for example, a GA4 event can be pageview, event, social interaction, eCommerce, screen view etc. As a result, Universal Analytics property hit types conform to Google Analytics 4 property events.

Sessions 


A session collects user interactions with your website within a specific time frame. Sessions are typically ended after 30 minutes of inactivity or another qualifying reset event. A session in Universal Analytics can include multiple page views, events, social interactions, and eCommerce transactions. 

Google Analytics 4 session metrics are derived from the session start event and collected automatically. For example, a session’s duration is determined by the time between the first and last event in the session. This may result in fewer ionization differences between your Universal Analytics and Google Analytics 4 properties and other considerations.

User ID 


In Universal Analytics and Google Analytics 4, user IDs serve a similar purpose in that they provide an identity space for users to analyze their data. When calculating user counts, Google Analytics 4 employs the User ID method. However, it only takes into account active website users who engage. Universal Analytics uses Client ID and the total number of users on the site to calculate user counts. The User ID property in Google Analytics 4 offers a cross-platform, cross-device view of how users interact with your app or website. Analytics generates a single user journey based on all the data associated with the same user ID. GA3 (Universal Analytics) uses a measurement model based on sessions and pageviews, whereas GA4 uses an event and parameter-based measurement model. 

Bounce rate and the engagement rate


Bounce rate and the engagement rate
One significant change is that Google Analytics 4 no longer measures bounce rate. Instead, Google Analytics 4 focuses on events and actions more than Universal Analytics. With this new tracking method, having metrics describing inactivity on the site makes less sense. As a result, Google Analytics 4 replaces bounce rate with the new metric ‘engagement rate.’ Instead of focusing solely on visitors who do not navigate to another page on the website, the engagement rate considers the time spent on the landing page. Because of this distinction, the engagement rate and bounce rate are incomparable. In addition, Google Analytics 4 includes engagement metrics such as engaging sessions, engagement rate, and engaging sessions per user.

Conclusion


Google Analytics 4 is a development of the Google Analytics Suite that Google recently released to assist website owners in gaining a more comprehensive view of their customers’ behavior, tracking website visitors, and measuring marketing performance. It will be the latest defaulting experience for new website properties and the location of future improvements. If you currently use Google Analytics to monitor your website’s traffic performance, you must upgrade to the new property version. After you’ve set it up, you’ll be able to start collecting data and using the new features. While getting started with Google Analytics 4 properties appears straightforward, strategic guidance can benefit. Schedule your free consultation with Encaptechno to learn how we can help you configure and implement the new Google Analytics and get a deep dive tour of critical features.

No comments

You must be logged in to post a comment.