Google Analytics has been the cornerstone of web analytics for years. It has provided businesses with valuable insights into their website traffic and user behaviour. However, with the advent of GA4, there is now a new and improved way to analyse your website's data. GA4 is Google's next generation of web analytics, offering advanced machine learning capabilities, cross-device tracking, and a more user-friendly interface.
So why is it so great?
We're here to give you not one but 10 reasons why GA4 is the future of web analytics:
1. GA4 is the next generation of Google Analytics
GA4 is the next generation of Google Analytics, offering a new way to measure and analyse your website's data. It uses an event-based data model that allows you to track user interactions across your website and mobile app.
PRACTICAL EXAMPLE: GA4 can track button clicks, video views and form submissions. This provides a more detailed view of user behaviour and allows businesses to make more informed decisions about their website and marketing strategies.
2. GA4 has a more user-friendly interface
One of the most significant advantages of GA4 is its user-friendly interface. The new interface is designed to be more intuitive and easy to use, making it easier for businesses to get started with web analytics. The new interface also offers more customisation options, allowing users to tailor their analytics dashboard to their specific needs.
3. GA4 provides cross-device tracking
With GA4, businesses can track user interactions across multiple devices. This is an important feature as users increasingly switch between devices throughout their customer journey. By tracking user interactions across devices, businesses can gain a better understanding of how users interact with their website and tailor their marketing strategies accordingly.
PRACTICAL EXAMPLE: if a user visits a website on their mobile phone and later completes a purchase on their desktop computer, GA4 can track this behaviour and provide insights into the customer journey.
4. GA4 offers better data privacy
Another important advantage of GA4 is its focus on data privacy. With GDPR and other data privacy regulations, businesses must be careful when collecting and using user data. GA4 offers better data privacy features for a more responsible and transparent data collection and analysis.
PRACTICAL EXAMPLE: GA4's data retention controls allow businesses to delete user data after a certain period automatically.
5. GA4 has advanced machine learning capabilities
GA4's advanced machine-learning capabilities allow businesses to gain deeper insights into user behaviour and make more informed decisions about their marketing strategies. Machine learning algorithms can analyse large amounts of data and identify patterns that may not be apparent to humans.
PRACTICAL EXAMPLE: GA4's predictive analytics can help businesses identify which customers are most likely to convert and which marketing channels are most effective.
6. GA4 allows for event-based tracking
GA4 uses an event-based tracking system to track specific user interactions. Businesses gain a more granular understanding of user behaviour and tailor their marketing strategies accordingly. Event-based tracking also enables monitoring specific conversion events, such as purchases or form submissions.
PRACTICAL EXAMPLE: if a user clicks on a "buy now" button, GA4 can track this event and provide insights into how many users are taking this action and how it impacts conversion rates.
7. GA4 offers a more comprehensive view of the customer journey
With GA4, businesses can gain a more comprehensive view of the customer journey. Combining event-based and cross-device tracking, you can track user interactions across multiple touchpoints, including social media, email marketing, and paid advertising.
By better understanding the customer journey, businesses can identify areas for improvement and optimise their marketing strategies for maximum impact.
PRACTICAL EXAMPLE: if a user first discovers a business through a social media ad, then visits the website and makes a purchase, GA4 can track this journey and provide insights into which marketing channels are most effective.
8. GA4 provides better integration with Google's advertising tools
Naturally, GA4 provides better integration with Google's advertising tools, allowing businesses to track the effectiveness of their advertising campaigns. You can use this data to optimise your advertising campaigns for maximum impact.
PRACTICAL EXAMPLE: GA4 can track how many users clicked on a particular ad, how many users made a purchase, and how much revenue the ad generated.
9. Advanced analysis of user lifetime value (LTV)
User lifetime value (LTV) is a metric that measures the total value a user brings to your business over the course of their entire lifetime. This includes not just their initial purchase, but also any future purchases, referrals, and other actions that contribute to your bottom line.
GA4's advanced analysis of user LTV provides a powerful tool for understanding your users and optimising your marketing strategies to maximise their value over time. By leveraging this data, you can make more informed decisions about where to invest your time and resources, and drive long-term growth for your business.
10. GA4 is the only way to access certain features
Finally, GA4 is the only way to access certain features, including machine learning and cross-device tracking. As more businesses transition to GA4, those who are still using the old version of Google Analytics may miss out on these important features. By transitioning to GA4, businesses can gain a competitive advantage and stay ahead of the curve.
In conclusion, GA4 is the future of web analytics. It offers advanced machine-learning capabilities, cross-device tracking, and a more user-friendly interface. With better data privacy features, event-based tracking, and a more comprehensive view of the customer journey, businesses can gain deeper insights into user behaviour and optimise their marketing strategies accordingly. Finally, Universal Analytics will be shutting down on July 1st, 2023, so you will need to switch to GA4 soon.