Say Hello to Google Analytics 4
What’s new with Google Analytics?
A new generation of Google Analytics is here to improve measurement needs. This property was briefly called App + Web before being renamed to Google Analytics 4 (GA4) for clarity. It’s designed to be flexible for teams with a website, an app, or both.
Historically, there were two types of properties: Universal Analytics for websites and Google Analytics for Firebase for mobile apps. GA4 can collect both kinds of data and combine them in one place.
With digital environments constantly changing, this new property enables your measurement plans and strategies to adapt and stay relevant as customer buying journeys change. Additionally, the new property comes with machine learning features that can help you by providing predictions on how your metrics can change – something which should be fun to play with when improving marketing efforts. This is a privacy-first platform as well, making it future proof for the ever increasing privacy concerns.
Why Upgrade to Google Analytics 4?
No matter where you’re at with your Analytics journey, it’s best to upgrade to the latest property type so that you are prepared for the future of measurement. By starting today, you will start building a library of historical data that will become more helpful and meaningful over time, especially with machine learning. Don’t be a laggard!
Integrated Reporting
When users research your product on their phone, then buy your product on their computer, is a buying journey is typically not viewable to companies because of the limitations in previous properties. GA4 is built to handle various data streams in an easier way for you to track these cross device buyer journeys with the hope that you can create even better experiences that delight your customers.
GA4 can measure a single user across devices based on the best available user identifiers, such as Google’s signed-in data, using your own identifier, or using both. GA4 will automatically choose the best available option for each situation.
What’s the difference between Universal Analytics and GA4?
| Universal Analytics properties | Google Analytics 4 properties | |
|---|---|---|
| Measurement | Session‑based data model | Event‑based data model |
| Reporting | Limited cross‑device/platform | Full cross‑device/platform |
| Automation | Limited automation | Machine learning throughout |
Best Practices for Upgrading to GA4
Set up GA4 alongside your existing property. This lets you start collecting GA4 data while keeping your current implementation intact. New implementations should start with a GA4 property.
Other advanced features
- Analysis — A workspace with tools like funnel analysis, path analysis, and explorations.
- BigQuery Export — Export raw GA4 data to BigQuery for full control and joining with other sources.
