What is GA4 and why you should care.
GA4 was designed for the future of measurement. It’s been promoted as privacy-centric and has been designed to work with or without cookies.
It leverages machine learning and statistical modelling, filling in data gaps as the world becomes less dependent on cookies.
Google Analytics 4
Why should I care?
Unlike Universal Analytics, GA4 gathers data from websites and apps, and this cross-device collection of data allows larger in-depth analytics of customers’ behaviours, which provides an extensive view of the customer journey. With this, more accurate conclusions can be made and marketing campaigns are created with more accurate knowledge of the role each channel plays when it comes to conversions.
GA4 utilises Machine Learning to fill in any gaps in the data about user behaviour. It helps to predict the future behaviour of users by presenting advanced insights through the use of new predictive metrics such as;
Purchase Probability
Churn Probability
Predicted Revenue
These metrics are available in Audience Builder and Explorations within GA4.
What are Explorations?
Currently, custom dashboards can be created in UA, but they lack the depth of analysis that GA4 offers in Explorations.
Explorations are the gateway to delving deeper into your user journey data, using the advanced techniques that aren’t available in standard reports, helping users to explore insights and create custom and more complex reports.
And finally, Event-based Tracking.
Page Views, Sessions, Transactions or any specific user interaction is tracked as an event in GA4. It comes with a list of automatically tracked events as well as recommended events, but you can create custom events.
It’s the latest version of Google Analytics intended to succeed the current Universal Analytics in July 2023.
If you’re interested in all things PPC and Paid Social, get in touch with One Day PPC agency in Manchester today.
To learn more about GA4, get in contact today.
