Introducing the new Google Analytics 4 property

More With Google Analytics 4 GA4, The Power to Do More Analytics Overhaul – GA4

Google has released their latest analytics software, Google Analytics 4. Analytics are what help you understand your customer’s requirements. Knowing your customer’s needs and seeing market shifts in advance allows you to keep ahead of the pack and provide a better customer experience.

In previous versions of GA, managing your web and app properties was a separate affair. Replacing the App + Web property, GA4 combines the analytics from both platforms giving you a much better view of your performance.GA4 is a much more powerful tool than roll-up property, which you may have used in the past.

Google’s advice thus far, is that even if you don’t have an app, set up a GA4 property. This will ultimately replace GA3, although admittedly this won’t be for quite some time. GA4 is not quite up to speed yet with attribution modeling or e-commerce reporting, so keeping your GA3 property is strongly advised for the time being.

Initially, GA4 may seem like a foreign land with not much in the way of reports coming through. The reports won’t start until you are tracking events. Some metrics and reports have been removed or replaced, butthis is all in the name of evolution and you’ll soon be reaping the benefits.

What are these Fabled Benefits?

First and foremost, cross-platform and cross-device tracking. This has been a much sought-after feature for just about everyone in marketing. Merging the analytics from both web and app gives you a more complete and better view of your performance.

GA360 Features as Standard

The advanced analysis reports previously only available on GA360, are now available to all GA4 users. Simply called Analysis these reports offer more detailed data from segment overlap, funnel analysis, user explorer, and more.

Another GA360 feature being made available to all for free on GA4 is Big Query. This gives access to raw GA data and allows for running SQL queries.

Unique Users and X-Platform Insights

You’ll now be able to see reports on Total Unique Users across your platforms. This feature disappeared from GA some time ago, only allowing for new and returning user reports.

Cross-platform insights are a biggie. The ability to see your customers’ journey through the web, app, and email means you can better understand how they became a conversion. If the customer saw an ad on the web, downloaded the app, and then made a purchase, you’ll be able to see the entire process.

Bye Bye Bounce Rates

In GA4, bounce rates are no more. The reporting view in GA4 provides a new set of metrics for engagements. These new metrics offer more accurate tracking of users across your website and app.

Your engagement rate is equal to your engaged sessions which are calculated from users who engage with your site or app for more than ten seconds. Two page views, two screen views, or a conversion event are also reported as engagements.

The advantage here is a more complete view of web engagement. Bounce rates counted one page views, which didn’t really fit the bill for blogs, news or other forms of publishing. With these sites, one page views are the main bulk of their traffic.

No Data Limits

Lastly, there are no data volume limits for data sent to the GA4 property. Unique events do however have limits that when exceeded, will not be logged. A more detailed list of those can be found here – https://support.google.com/analytics/answer/9267744?hl=en&ref_topic=9267641

For a digital marketer, analytics is how we plan, understand, and build your business. GA4 presents us with new opportunities in foresight of changing market trends and customer behavior. For more on how we use analytics, you can check the Cro& Analytics section of our blog here.

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