What is Google Analytics 4?

Very recently, Google Analytics has launched an update that has brought a radical change to measure what happens with digital platforms. In this way, Google Analytics 4 comes to revolutionize the marketing world, so it is not superfluous that we explain everything it brings.

What is Google Analytics 4?

We can define it as the new evolution of Google Analytics, which is not so much focused on measuring what happens on a website, but to provide more relevant metrics within digital properties, such as, for example, the importance of mobile applications. In this way, it offers a complete way of knowing if the website is working and how to approach some aspects, such as conversion attribution.

How is it configured and used?

As for setup and usage, we should look for the “upgrade to GA4” option with the following steps:

• Log in with the Analytics user and go to the administration mode.
• If we have multiple accounts, we must select the one we want to use.
• Select the Universal Analytics property we want to use and click “upgrade to GA4”.

After that, we recommend four key steps:

• Extending the data retention period.
• Activate Google Signals.
• Linking to Google Ads account for paid campaign management.
• Linking with Big Query account to take advantage of its data analysis capabilities.

What are the differences and improvements?

Offering such a radical change, the differences and improvements over previous versions should be highlighted:

• Google Analytics 4’s unit of measurement is events, which allows for more effective measurements with interactions that do not occur through the web page itself. Even an improved edition is addressed without the need to adjust the implementation code.
• Machine learning is gaining in importance so that the analyses are more intelligent. Thus, it is based on predictive metrics to give the probabilities of users making a conversion or abandoning us.
• There are improved ways to measure interactions and engagement, beyond the bounce rate, now expanded with metrics such as scrolls, clicks, or file downloads.
• The focus is more on user privacy and data protection, thus adapting to the new GDPR.
• The new reports are more straightforward and more clearly organized for better decision-making.
• All this leads to better tracking of the customer journey, both on websites and mobile apps so that the information about users is much greater.

So, thanks to the changes in Google Analytics 4, the measurement of user behavior will be much more complete. Don’t wait any longer to take advantage of all its benefit!