Google Analytics 4 (GA4) is the latest version of Google’s web analytics platform. It was introduced in 2020 and is designed to provide marketers and website owners with a more complete and accurate understanding of user behavior and website performance.
GA4 is different from the previous version of Google Analytics (Universal Analytics) in a few ways.
Google Analytics 4 Data Model
Firstly, GA4 uses a different data model that is event-based rather than session-based. This means that GA4 is better suited for tracking interactions and behaviors across multiple devices and touchpoints.
This fundamental difference in data models has several implications for how the two platforms work. For example, GA4 is better suited for tracking user behavior across multiple devices and sessions, and provides more granular data on user interactions. It also has more advanced machine learning capabilities and predictive analytics features that allow users to gain insights into user behavior and anticipate future actions.
GA4 Stronger Focus on Privacy
Secondly, GA4 has a stronger focus on privacy, with enhanced data controls and a more sophisticated approach to data collection and processing.
Another key difference between the two platforms is their approach to data privacy. GA4 includes more advanced data controls and is designed to be more privacy-friendly than previous versions of Google Analytics. For example, it includes built-in consent controls and automatically detects and excludes traffic from bots and spam.
GA4 Machine Learning and Predictive Metrics
Finally, GA4 includes new features such as machine learning-powered insights and predictive metrics, which help users better understand and anticipate user behavior.
Some examples of these features:
- Automatic insights: GA4 can automatically surface insights and trends in your data, using machine learning algorithms to identify significant changes in user behavior. These insights can help you understand what’s driving changes in your metrics and where to focus your optimization efforts.
- Predictive metrics: GA4 includes several new predictive metrics, which use machine learning algorithms to forecast future user behavior. For example, the “Purchase Probability” metric uses historical data to predict the likelihood that a user will make a purchase in the future. These metrics can help you identify high-value users and take actions to optimize their experience.
- Enhanced analysis capabilities: GA4 includes more advanced analysis capabilities, such as the ability to analyze user behavior across multiple touchpoints and devices. For example, the “User Lifetime” report allows you to track the long-term behavior of individual users, and the “Pathing” report allows you to visualize user journeys across multiple sessions.
- Improved integration with Google Ads: GA4 includes deeper integration with Google Ads, allowing you to track and analyze the performance of your campaigns more effectively. For example, you can now see the impact of your Google Ads campaigns on user behavior across multiple touchpoints, and use machine learning to identify the most valuable traffic sources.
Overall, Google Analytics 4 represents a significant upgrade from previous versions of the platform, and provides marketers and website owners with more powerful and sophisticated tools for understanding and improving their digital experiences. Other article on Google Analytics.
