The new features of Google Analytics 4

Written by James - 02/03/2023

Google Analytics is a popular web analytics tool used by businesses and website owners to track user behaviour and gather insights into their online activity. Recently, Google released a new version of the platform called Google Analytics 4, which offers several significant improvements over its predecessor. In this blog post, we’ll explore what’s new in Google Analytics 4 and how it can benefit your business.

Improved tracking capabilities

Google Analytics 4 provides more comprehensive tracking capabilities compared to the previous version. It uses a new event-based data model that enables you to track any user interactions on your website, including clicks, form submissions, and video plays. This feature allows you to gain a deeper understanding of how users interact with your website, which can help you optimise the user experience and increase conversions.

Cross-device tracking

Google Analytics 4 offers better cross-device tracking, which means that you can track user behaviour across multiple devices, including desktop, mobile, and tablet. This feature provides a more complete picture of user behaviour, allowing you to understand how users interact with your website across different devices.

Machine learning capabilities

Google Analytics 4 uses machine learning to provide smarter insights into user behaviour. It offers predictive analytics, which can help you understand what users are likely to do next, based on their previous behaviour. This feature can help you stay one step ahead of the game when it comes to your website visitors and their preferences.

Customisable reports

Google Analytics 4 offers more customisable reporting options, allowing you to create reports that are tailored to your specific business needs. You can use the drag-and-drop interface to create custom reports that display the data that is most relevant to your business.

Focus on privacy

Google Analytics 4 is designed with a focus on user privacy. It offers more granular control over data collection, which allows you to comply with data protection regulations such as GDPR. The platform also uses Google’s privacy-first approach, which means that it collects data in a way that prioritises user privacy.

In conclusion, Google Analytics 4 is a significant improvement over its predecessor, offering better tracking capabilities, cross-device tracking, machine learning, a focus on privacy, and more customisable reporting options. If you’re not already using Google Analytics 4, it’s worth exploring the new platform and discovering how it can help you gain a deeper understanding of your website’s performance and user behaviour.

We’re currently migrating all of our clients’ Google Analytics (UA) accounts into GA4, if you need any help with the new interface, or want us to set up your new GA4 for you, then get in touch today.