Google Analytics 4 (GA4) is the next generation of analytics from Google. It’s a comprehensive tool that collects event-based data from both websites and apps, allowing you to gain insights into user engagement and adjust your marketing efforts accordingly. Here are some key points about GA4:
- Unified Tracking: Unlike its predecessor, Universal Analytics (UA), which focused primarily on websites, GA4 combines website and app data. This unified approach provides a more holistic view of user interactions across different platforms.
- Event-Based Data: GA4 uses event-based tracking instead of session-based tracking. This means that it captures specific user actions (events) rather than grouping them into sessions. Events can include page views, clicks, form submissions, video plays, and more.
- Privacy Controls: GA4 includes privacy features like cookieless measurement, which helps address privacy concerns. It also offers behavioral and key event modeling, allowing you to understand user behavior without relying solely on cookies.
- Predictive Capabilities: GA4 leverages machine learning to provide predictive insights. It can guide you without requiring complex models, making it easier for marketers to identify trends and irregularities in data2.
- Direct Integrations: GA4 integrates directly with media platforms, enabling you to take action based on insights within your website or app. This seamless integration streamlines decision-making and optimization.
If you’re interested in getting started with GA4, there are three ways to do so:
- Set Up Data Collection: If you’re new to analytics, set up data collection for your website and/or app.
- Add GA4 Alongside Universal Analytics: Use the GA4 Setup Assistant to add a GA4 property alongside your existing Universal Analytics property. You’ll still have access to your historical data in Universal Analytics.
- Add GA4 to a Website Builder or CMS: If you use a CMS-hosted website (e.g., WordPress, Wix, Shopify), you can add GA4 to your platform1.
Remember that GA4 represents the future of measurement, and transitioning to it will provide you with more robust insights and capabilities. Feel free to explore GA4 further and consider migrating from Universal Analytics to take advantage of its features
