What is Google Analytics 4
Google Analytics 4 is the latest version of Google’s web analytics platform. In simple terms, it is a tool that helps website owners and marketers understand how users interact with their website or app.
Google Analytics 4 provides data on user behavior, such as how many people visit the site, how long they stay, what pages they visit, and what actions they take. It also provides information on where users come from, such as their geographic location, the type of device they use, and how they found the site.
One of the main differences between Google Analytics 4 and previous versions is that it uses a new data model that is designed to be more flexible and focused on user-centric measurements. This means that it can better track user interactions across multiple devices and platforms, including mobile apps and websites.
Universal Analytics UA (GA3)
Universal Analytics – introduced in 2012 was the upgraded version of the original Google Analytics
- UA tracking code introduced UA – xxxxx – 4
- Custom dimensions and metrics (granular tracking)
- Track user interactions with mobile apps
It’s what publishers have been used to for the last 11 years which Google plans to sunset in July 2023. GA3 data will still be available until 2024, but it will not gather new data after 7/1/23.
Key Differences with Google Analytics 4
- DATA COLLECTION MODEL – The data collection model in GA4 is different from Universal Analytics. GA4 uses an event-driven data model, where all interactions on a website or app are tracked as events. (Examples of events include button clicks, page views, video plays, and form submissions.)This approach is more flexible and enables the tracking of a broader range of user interactions than what was possible with Universal Analytics. In contrast, Universal Analytics used a pageview-based data model, which focused primarily on tracking pageviews, sessions, and goals.
- USER-CENTRIC MEASUREMENT – GA4 is designed to provide a more user-centric view of website/app performance. A user-centric measurement takes into account the entire user journey across multiple sessions and devices, rather than analyzing each session or pageview in isolation. It enables businesses to track user behavior across multiple devices and platforms, making it easier to understand how users interact with a website or app over time. GA4 also includes new features such as cross-device tracking, user engagement tracking, and advanced analysis of user behavior.
- MACHINE LEARNING CAPABILITIES – GA4 leverages Google’s advanced machine learning capabilities to provide more accurate and insightful data analysis. Machine learning in GA4 helps to identify patterns and trends in data automatically, without being explicitly programmed. This can help to provide more accurate and insightful analysis, such as predicting user behavior or identifying segments of users who are likely to convert. For example, the “Predictive Metrics” feature in GA4 uses machine learning to provide predictive insights on user behavior, such as the likelihood of a user making a purchase or churning. The “Analysis Hub” feature also uses machine learning to automatically surface insights and anomalies in your data.
Resources that can be sent to publishers
- Google Support
- What’s New in GA4
- What you need to know to be ready for GA4 – from Monumetric
- How to Sync GA4 to the Monumetric Console