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For over a decade, Google Analytics has been the go-to tool for web analytics. It provides valuable insights into user behaviour, site performance, and marketing effectiveness. Google Analytics 4 (GA4) was recently released, offering many new features and improvements over the previous version. Following the release of Google Analytics 4, you must be wondering what will happen if you do not make the switch. Well, you’ve come to the right place as we’ll be exploring what’s new in Google Analytics 4 and why users should consider migrating to GA4.

Without further ado, first let us take a look at what GA4 has to offer:

A New Approach to Data Modeling

The data model is among GA4’s most significant developments. It tracks user interactions on your website, apps, or other digital platforms using an event-based data model. This method offers a  thorough understanding of user behaviour, including scrolling, downloading, watching videos, and other user actions. The new data model could also assist you in precisely tracking user activity across devices, providing you with a broader view of users ’ behaviour and optimising marketing efforts.

Advanced Machine Learning

Google Analytics 4 also includes advanced machine learning capabilities, such as predictive metrics, to assist you in understanding future user behaviour. These metrics enable you to analyse user data to forecast future outcomes, such as a user’s likelihood of making a purchase. With this information, you can optimise your marketing efforts and improve the user experience of your website.

Improved User Privacy

GA4 also includes enhanced user privacy features. It takes a privacy-first approach, allowing users to control their data and opt out of tracking if they so desire. This approach also means that GA4 is compatible with Apple’s Intelligent Tracking Prevention (ITP) and other cross-site tracking prevention technologies.

Enhanced Data Controls

GA4 gives you more control over the data you collect and process. It allows you to build up data filters, for example, to eliminate irrelevant or sensitive data, such as personal information. This function can assist you in meeting data protection standards such as the Global Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA).

Better Integration with Google Ads and Other Google Products 

Finally, GA4 integrates better with other Google products including Google AdWords, Google Tag Manager, and Google Optimise. This integration makes it easier to design and track marketing campaigns, track conversions, and enhance the performance of your website. Given the improved integration, you can now import data from other sources, such as CRM systems, to blend with your GA4 data and obtain more insights.

Why Migrate to Google Analytics 4?

The new features and advances in GA4 make it a compelling choice for businesses seeking to enhance their digital marketing and user experience. It is crucial to remember, however, that GA4 is not an upgrade to Universal Analytics (UA), which means you will need to create a new GA4 property and begin collecting data from the beginning. If you’re still using UA, run both UA and GA4 properties together until you’re assured of the accuracy of the data in GA4.

To summarise, the new GA4 features can assist you in gaining a more full perspective of user behaviour, improving your marketing efforts, and enhancing user privacy. If you’re searching for a more advanced and privacy-focused analytics solution, GA4 is worth considering.

We understand that a new transition can be overwhelming so for further information, take a look at our e-book for guidance with GA4 and to better understand the process of migration to GA4.

We hope this post has answered some of your questions about GA4 and why it is important to make the switch now! If not, get in touch with our expert team and let us help you!

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