Analytics tools and instruments continue to change and innovate based on the needs of users and the field of analytics. We know that a new analytics tool brings with it modern elements that can be of great help if used and integrated correctly.
In October 2021, Google announced the innovation of its existing web tracking and analytics tool called Analytics. This new version is called Google Analytics4 and brings with it a wide range of “fresh” and innovative features that can be used by the user. With the purpose of measuring traffic and interaction on websites and mobile applications with reports fully personalized.
However, Google Analytics 4 brings with it an almost radical change. So it will represent a tool with new functions. It will be very important to know everything about it before venturing into its use. If you want to know everything about this new service, you can follow the complete guide about Google Analytics 4.
What is Google Analytics 4?
Google Analytics 4 takes the place of what used to be “App + Web”, a property of Google Analytics that focused on retrieving, safeguarding and unifying the data of our web pages and apps, with the purpose of making an analysis or report. In essence, Google Analytics 4 is the same, although this property offers new and different advantages over Universal Analytics.
It is an analytics service that allows the owner of websites and mobile applications to know and measure the traffic and interaction of their domains. How analytics are known and presented is what makes Google Analytics 4 stand out from its predecessors. This causes the documentation to include material aimed at developers and some implementation instructions.
Arguably, the main goal of Google Analytics 4 is to modify, configure and launch a new way in which data from websites and mobile applications displayed. Eventually, this service offers a wide range of possibilities to better control analytics and statistics. It seeks to break the traditional types of analysis through different innovative tools.
Why switch to Google Analytics 4?
The short answer to this question is that Google Analytics 4 is going to replace Universal Analytics. In fact, according to the Google Analytics site itself, as of July 1, 2023, Universal Analytics properties will no longer process data.
Similarly, the Google Analytics portal also announced that there will be an extension for processing in Google Analytics 360 properties, defining the deadline until October 1, 2023.
Regardless of Universal Analytics’ data processing lifespan, there needs to be a switch to Google Analytics 4 right now to start integrating with this new service and start running in parallel with Universal Analytics. Analytics while active.
This is a soon-to-be-must-have service, so moving to Google Analytics 4 right now means integrating, collating, and strengthening the machine learning models you have in Universal Analytics. This will make it easier to collect data when it’s time to forcefully switch services.
How to get Google Analytics4?
To start discovering, enjoying and integrating with Google Analytics 4, it is important to start from two aspects:
- Have an editor role in the Google Analytics account.
- Set up a Google Analytics 4 property for the website or mobile app.
Eventually, it is necessary to have a Google Analytics account. So if you do not have one, it is necessary to create an account in the service. To get Google Analytics 4 it is necessary to configure a property. To do this follow these steps:
- In the “Manage” tab you should check the “Account” column, to make sure you have chosen the correct account. Then, in the “Property” column you must click on the “Create a property” option.
- Subsequently, you will be asked to assign a name to the new property. As well as define a time zone and the type of currency for the reports. It is very important to set the time zone properly, as this can affect or slow down the data rebound.
- After configuring the necessary elements when creating the property. It will be necessary to click “Next” to ensure that the configurations saved. Next, you will be asked to indicate the size and category of the company.
- Finally, just click on “Create”. The process ends after you have accepted the Analytics Terms of Service and the Data Processing Addendum.
The process is intuitive, so the margin for error is minimal. Creating a property is the first step to having the Google Analytics 4 service. Similarly, you can check if there is an existing property upgrade from Universal Analytics to Google Analytics 4.
Benefits of Google Analytics 4
Google Analytics 4 doesn’t just feature custom reports and a nice interface. This service is built on machine learning as the main way of measuring data. Various elements stand out in the construction of this new service, among which are:
- Provide a complete and comprehensive understanding of the journey that the customer has through the devices.
- Designed to work in spaces without cookies or identification data.
- It has a data stream that replaces the views and some segments used by old Universal Analytics properties. In other words, it innovates elements and features to suit the needs of users.
- Reduce your sections or view levels to “Account” and “Ownership”. Previously, the traditional sections of Universal Analytics had three levels: Account, Property, and View.
- It allows easy editing, tracking and corresponding adjustment of events within the user interface. Something that in classic Analytics required modified code or a script.
These are just some of the benefits of the new Google Analytics 4. Eventually, new tools, functions and elements will continue to be added to facilitate the analytics of websites and mobile applications.
What can the new Google Analytics4 do?
This new service has new capabilities that lead to the facilitation of the work of marketers. Learn what new Google Analytics4 has to experience with your web and mobile properties.
- It is possible to edit, fix, and adjust the way certain events tracked in analytics without the need to edit the site code.
- Now it’s easier to import data that includes a wide range of data from sources other than websites, such as applications, for example. All of this can achieve within one property.
- Cross-domain tracking can be done within the UI without the need to adjust code.
- Added “Lifecycle Report” which gives marketers a convenient way to display and present data. Previously, this feature was only available in Analytics 360. Many elements integrated into the new Google Analytics 4.
What types of analytics are there in Google Analytics4?
Data Analytics allows you to analyze the information and background information obtained from a medium to determine events and draw conclusions. With Google Analytics4, it is possible to analyze data in different ways, with the purpose of making strategic decisions or planning new scenarios. There are some models to retrieve, measure and analyze the data obtained.
Funnel Analysis
During this analysis, it will be possible to know the way (or the steps) in which the buyers and users complete an event. Funnel analysis is used to identify how well each step is designed. With the purpose of identifying variations or errors in each of them.
Route Analysis
It tends to share similarities with behavioral flow reports. In the route analysis it is possible to visualize the flow of events, that is the steps or events that users perform along their route through the site marked. This type of analysis used to understand user behavior.
Segment overlap
This type of analysis is based on the construction of specific segments or groups used in certain circumstances or certain actions. As an example, it can be said that segment overlap is used when you want to know the behavior of a group of users who took a specific action.
Cohort analysis
Similar to segment overlap, cohort analysis refers to the study of a group of users who have a common characteristic. This characteristic that they share can be an event or the same date of acquisition of a product or service. These analyzes used in Google Analytics4 to see how the user group relates to a possible specific marketing strategy or tactic.
In Conclusion
After having followed this guide, you now know what Google Analytics 4 is, what benefits it has for you, and how you can start integrating with this service. Start innovating the way you relate to measuring traffic and engagement on your website or mobile apps.