6 Benefits of GA4 (Google Analytics 4)
1. You can now track both your website and app in one place.
In the past, you needed to use Google Analytics for your website and Firebase for your app.
Now, you can track both in a single platform. This reduces the number of tools you need, making it easier for marketers to work efficiently.
2. Enhanced measurement based on events.
Previously, Google Analytics tracked basic events automatically, and any other events had to be set up manually using Google Tag Manager.
In the old version of GA, events were part of a "hit," which made the setup complex.
GA4 streamlines this process by providing enhanced built-in tracking features, including scroll depth, outbound link clicks, file download interactions, and site search activity.
This means marketers can track more user behavior without requiring developers to set up custom events.
3.Pathways to visualize the buyer journey.
GA4 allows you to see how users move through your website and interact with different elements.
You can understand the path users take to reach a final conversion and create ideas for optimizing those steps. You can also work backward from a conversion point to build and analyze the conversion journey. This feature has proven to be highly valuable at companies like Funnel for understanding their buyer journey.
4.Custom reports have become explores.
These reports are more user-friendly, allowing you to easily select segments and add dimensions and metrics.
This makes analyzing data simpler and more flexible. While the core functionality remains similar, the interface is more intuitive and accessible.
5.Free BigQuery exports.
In Universal Analytics, you had to upgrade to GA 360 to get raw data, which was a costly option, especially for smaller businesses.
With GA4, you can now export raw event-level data for free to BigQuery. This is a significant advantage for those who use data warehouses for analysis.
6.Strategic review.
The introduction of GA4 presents a great opportunity to review your current tracking setup and ensure it aligns with your strategic KPIs.
Think of it as a chance to clean up and optimize your data tracking process.
7. New & Improved Data Control
GA4 offers granular data control in response to growing concerns about privacy. This reduces the reliance on cookies or identifiers. Data modelling techniques are implemented to bridge gaps in the customer journey, which helps to ensure the accuracy of data and compliance with privacy regulations.
In summary, GA4 is more user-friendly and slightly more powerful than the previous version of Google Analytics, making it easier for marketers to use their data effectively.
However, it's advisable to run both GA and GA4 side by side to compare insights and interface preferences before making the switch.
Keep in mind that GA4 is where Google is focusing its development efforts, so some features in the old version may be phased out.
Don't wait to be forced to make the change—take the initiative now to gain better insights and stay ahead.