The year 2020 witnessed Google unveiling its latest version of Google Analytics named GA 4, which seems like a valid development to the analytics platform built on the website and app collaboration. While some experts weren’t happy with the transitions brought about by the fourth instalment of Google Analytics, the distinctive features of GA 4 try to do justice to this analytical development.

Talking about the features of Google Analytics 4, the following can get listed;

• Analysis on prediction
• Creation of custom reports
• Creation and tracking of around 300 events
• Creation and tracking of 30 conversions.
• Customization of automated tables.
• Detecting any possible anomaly.
• Hassle-free creation of audience segments.

The Benefits of GA 4

Provided there remains any doubt concerning the effectiveness of Google Analytics 4, the benefits provided by the same will clear the air. The benefits are a validating testimony that this analytics development by Google has marked a few checks and helped in resolving certain issues;

• Improvisation in Tracking Customer’s Journey

Google Analytics witnessed a massive change in its operational structure where it transcended into changing the core of the platform, instead of only its reports within the user interface. While earlier the focus was laid on measurements for fragmenting the device, it now reflects the interaction of the users defined by events.

This change allows you to look at the app and web data depending on a single set of dimensions and metrics. Such analytical changes facilitate enhanced intelligent aggregation.

• The Tools Reflect More User Engagement

Google Analytics helps various marketers and website analysts to get a detailed look at user-centric reports through direct alignment of the customer’s journey with the report menu sections.

While earlier, there remained four menus namely audience, acquisition, behaviour, and conversion, the “lifecycle” section replaces them with acquisition, engagement, monetisation and retention. The current update includes a different user section that sports all the technology and user demographics. The most powerful inclusion came in the form of artificial intelligence that predicts customer actions and values.

• Your Ad campaigns will have more powerful audiences

The powerful set of tools, measurements and integration brought by Google Analytics 4 ensures that you get hold of the powerful audiences for your marketing campaigns. Such an act will ensure that you get a better return on investments.

Until GA 4, optimizing the user journey for such analysis was a difficult nut to crack. Now joining the different device and platform journey becomes easier.

• Added intelligence in user privacy

GA 4 provides you and your probable customers with the supremacy to determine what personal information gets collected. This gives intuitive control over the user’s data, keeping compliance with the current privacy regulations.

The changes to the analytics come with a fundamental design to be more flexible where user privacy will become the major concern and cookies will take a backseat.

• Simplification of setting events and goals

Through its features of “Event Editing and Synthesis”, Google Analytics helps sharpen goal tracking and get hold of the granular behavioural data that has minimal to zero requirements for editing code or optimizing your goal set-up. Thus, the complexities turned into simplistic aspects that get easily executed.

Difference Between Universe Analytics and GA 4

The analysis of GA 4; its features, and its benefits often raises the question of its difference from Universal Analytics. Provided you are reeling from the confusion regarding their differences, the following points will eliminate any blockages;

• Diverse models of measurement

The most valid difference between Google Analytics 4 and Universal Analytics is their differential measurement model. While Universal Analytics utilize a model based on page views and sessions, Google Analytics 4 uses parameters and events as their criteria for measuring.

• Limitations concerning monthly hits

Universal Analytics has a constraint with limited 10m hits for each month. Conversely, Google Analytics has no such limitations, giving users a greater domain for functioning.

• BigQuery’s free connectivity

Google Analytics 4 provides a free connection with BigQuery while Universal Analytics fails to do that.

Considering all the above information, Google Analytics appears to be an important addition for businesses to make sustained progress. Such enhanced analytical tools ensure that customer-business relationship becomes cordial with better delivery of services.

About the Author: Rahul Shekhawat

Rahul Singh Shekhawat is a first-page ranked Growth Marketing Consultant based in Delhi. With over a decade of experience, Rahul specializes in SEO, digital strategy, and performance marketing, helping businesses achieve significant organic growth. His deep knowledge of search engines and data-driven approach has made him a go-to expert for companies looking to improve their digital presence. For more insights, visit rahulshekhawat.com.